When it comes to sports video games, EA SPORTS is the gold standard, with a list of franchises that includes Madden NFL, FIFA, Tiger Woods PGA Tour, NHL, NBA, NCAA, and SSX. It's a roster that has as much -- or more -- firepower as a Hollywood studio. At the center of EA SPORTS' brand marketing efforts is Chris Erb, who is known for revolutionizing the way EA SPORTS markets to consumers by elevating video game releases to be on par with highly anticipated film premieres.
Today, Erb heads up a cross-functional team that focuses on consumer marketing, licensing, and brand partnerships, which means Erb works closely with an A-list roster of brands (think Coca-Cola, Nike, Microsoft, Sony, McDonald's, Pepsi, Doritos, Mars, and Bud Light), all of which want in on some of the hottest gaming properties around.
It's those partnerships that really allow Erb and his team to flex their digital muscles. Recently, All Things Digital reported on EA Signal, a new platform the company is rolling out to monetize online demos through brand partnerships and in-game ads. The platform also allows the brand to fine-tune its marketing on the fly by inserting new video tutorials that speak directly to would-be buyers while they play the demo version of the game. To promote its own properties, EA SPORTS also regularly teams up with brands like Lowe's and others to leverage their Facebook presence through ongoing contests.
Prior to joining EA SPORTS in 2005, Erb worked for more than a decade in entertainment marketing. As a brand manager and senior brand manager at Wizards of the Coast, Erb ran the Pokémon, Dungeons and Dragons, Star Wars, and NeoPets portfolios.
He tweets at @ChrisErb.
The editorial team at iMedia Connection is proud to present the iMedia25 Class of 2011, compiled with the help of our 2010 honorees and our community of digital industry professionals. This list recognizes the accomplishments of key influencers in interactive marketing, who not only excel in their own business roles but are also able to execute on innovative ideas, share them with peers and consumers, and push this vital field to new levels of success and significance.