Licensing programme benefiting from success of Electronic Arts video game franchise.
The success of Electronic Arts’ Madden NFL video game franchise is also having a positive effect on the licensing programme, according to Brandgenuity and NFL Players.
The franchise was a big seller internationally in FY18, with Madden NFL 18 seeing substantial year over year gains of full game console sales across international regions.
Among the strongest performers was Canada, which saw a 40% increase in units sold, followed by Germany with an 11% increase, Australia/New Zealand with a 12% increase and the UK totaling a 7% increase in FY18.
Mobile games have also been a key international growth driver. Revenue from Madden 18 installs year over year was up substantially in Germany (+45%), followed by jumps of 21% in Canada, 19% in the UK and 7% in Mexico.
Key Madden NFL activations have also taken place in the UK, further helping to boost the franchise.
‘All Aboard the Jay Train’ was used to emphasise Madden’s celebration of local NFL talent. Ajayi is a local ambassador for the NFL and a big Arsenal fan – London-born, he played a key part to the Philadelphia Eagles’ Super Bowl run (they beat New England Patriots earlier this year).
In addition, for the second year running NFL UK and EA joined forces for Madden Camp 2.0. This included a host of Pro Bowl-like challenges such as Drone Drop and D-Line Agility. A huge range of influencers and media outlets ran their way through the challenges, while being shown the ropes by NFL superstars like Jurrell Casey and Jared Cook.
Madden NFL has also been engaging with Xbox’s YouTube channel – Xbox On – to create community content in the build up to the Wembley games (which began on October 14 with Seahawks v Raiders).
A UK specific Madden video asset has been developed for the first time which will run on ESPN during its highlights package for the entire series. In addition, a partnership has been struck with a leading media outlet to create sequential content with two NFL players.
Further initiatives are in the works to tie in with Super Bowl Sunday (February 3, 2019), while there will be strong promotion at retail through price promotions, social activity and POS presence during the weekend.
“Since the NFLPA engaged Brandgenuity as the European licensing agency for the NFL players’ group licensing programme two years ago, sales and royalties have more than doubled the initial projections,” Steven Scebelo, vp licensing and business development at NFL Players, told The Source. “Much of this has been led by the growth of EA’s Madden business in the region, as well as other existing NFLPA licensees extending their player offerings into Europe.
“There is significant remaining growth opportunity for new licensees in new categories, including specific opportunities for European-based companies to begin incorporating NFL players into their product lines.”
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