Mar 28, 2016
Adviser: Whitney Wagoner
Is The FIFA Video Game an Antecedent to Team Loyalty?
...How many team brands?
Team Sport Marketing Environment
Strong association with place
Like any business growth is goal
Geographic expansion is an opportunity
Digital technologies make geographic more accessible
Content production is cheap Distribution is Free Create out-of-market brand touch
points BUT...sports marketers must choose
between many digital spaces Proliferation poses danger
Digital & Geographic Expansion
BUT...sports marketers must choose between many digital spaces
Product placement and digital signage common
BUT...sports teams overlook huge potential
Players take control of the core brand experience
Games facilitate achievement and actions people can't do themselves
Branding & Sport Video Games
Brand intimacy and achievement potential
Games Are Extremely Realistic
Little disparity between virtual brand experience and real brand
Test The Viability of Team Sports Video Games:
Is playing FIFA an antecedent to developing brand loyalty to an out-of-market soccer club with which an individual has no other "real" connection?
If yes, how can sports organizations use FIFA as a marketing tool to elevate their brand among gamers?
What further research does this project reveal?!7
Club soccer video game produced by Electronic Arts
29 leagues from 22 countries; 42 national teams; 56 stadiums
Available on all major game consoles and mobile devices
Players manipulate teams in a variety of scenarios
Social: play with friends and community
What is FIFA?
Play onlineSingle gamesTournaments
Aligned with real events
The FIFA Experience
Play single matchAs a team
As a single playerWith the computer
Extended exp.Live Season
Manager modeOffline tournament
Create player Customize /helpTutorials
Profile MGMTGame manual
Most successful sports game - 100 million copies
Exclusive licenses Most teams aren't American /
best teams aren't American Decreases previous, close
contact with teams prior to play
Why FIFA?Best research platform for
team sports and loyalty
Psychological commitment to team
Bias in favor of one team relative to similar teams
What is Brand Loyalty?Two-dimensional Construct
Demonstrates commitment through brand interactions
Such as purchases, watching games, consuming news...
Satisfaction is an antecedent and sustainer of loyalty
Why is Brand Loyalty Important?
Mechanism of profitability: Repeat purchases Willingness to pay more to stay
with one brand over another Increase in word of mouth, online
sharing, referrals, socialization Growth of per customer revenue
Soccer team example: An increase in out-of-market
loyalty leads to increased Licensed product purchases
(jerseys, etc.) Media consumption More lucrative licensing, media,
and sponsorship partnerships
Violent Video game play leads to aggressive emotion, cognition, and behavior.
More graphically real games lead to stronger effects.
Players develop tangible relationships with game characters
Virtual success = self-esteem = satisfaction.
Research proves video games can influence satisfaction, behavior, and attitude - components of brand loyalty
Existing Video Game Research
First survey Identify a sample of viable
research participants People who have played a lot
and often People who play with one team People who weren't loyal to team
before playing FIFA (basic awareness OK)
People who are skilled
Measures loyalty - attitude and behavior
Psychological commitment to team scale (attitude)
Open-ended questions about team brand interactions outside FIFA (behavior)
Series of yes/no and how often questions about brand interactions (behavior)
Targeted online distribution
Qualtrics Through LCB classes
(Whitney to help) Through EA campus rep. Second survey is a follow-up Incentives!!!
HypothesisBased on existing research proving video games do influence
behavior and attitude, and because of the self-esteem parallel
between sports fandom and video game play, I anticipate players
who fit the profile determined by the first survey will show signs of
loyalty toward the teams they manipulate in the FIFA video game.
FIFA becomes a bona fide branding medium
Can sell exclusives to clubs who want to boost loyalty
Can sell data about where pockets of loyalty exist
Interview to determine other possible implications
Clubs can use FIFA to grow brand
Elevate team within game through EA partnership (be on cover, integrate other media)
Increase jersey sponsor and license fee value
Locate foreign pockets of loyal fans - align other markets there.
Manchester City example...
Interviews with other sports organizations: media (ESPN), footwear / apparel (NIKE)
Exclusive jersey release in FIFA 12 using this video distributed through game platform
Elevated brand experience: stadium detail, game content aligned with real events, more detail in MCFC players
This study focuses only on FIFA, soccer, specific gaming
platforms, American gamers, and if FIFA leads to team loyalty.
A new study could alter each of these variables:
League brands:Relevent to
Other games:Relevent to non-USBasketball loyalty?
Body movement-controlled video
gamesHow / Why players
Select teams:Inform Specific tactics for