EA Live Streams Multi-Player Gameplay at E3 - Event Marketer

EA Live Streams Multi-Player Gameplay at E3

DB_EA_2013 ETA
Brand: ELECTRONIC ARTS (EA)
Agency: TEKAMAKI
Awards: EVENT TECHNOLOGY AWARDS — BEST USE OF VIDEO STREAMING
Year: 2013

When EA set out to live stream its E3 activations around its multi-player action game Battlefield 4, it deployed two key pieces of technology to make it successful: Twitch.tv and Battlefield’s Spectator Mode. Battlefield’s partnership with Twitch.TV allowed the brand to serve the stream to 2.1 million people without going down; the platform’s analytics tools allowed EA to break down viewership by time, country and location.

Battlefield 4’s Spectator Mode enabled the brand to have in-game cameramen switching around to consistently shoot the most exciting gameplay. First-person, third-person, and even free-roaming cameras were used throughout the show. This feed was sent down to the shoutcasters, who would announce what was happening to the online audience. Since the vast majority of gamers cannot attend E3, the live stream has become a major channel for content dissemination. Because of that, the brand set out to bring the show floor to the home viewers in as realistic a way as possible, every day for the duration of the conference.

On top of that, it needed to do it in a compelling way and one that could serve the greatest number of people at a time without technical failures. Thanks to the muscle of Twitch.tv and the in-game Spectator Mode technology, the ambitious stream served millions of viewers from around the world. Twitch also used its own channels to promote the Battlefield stream in several places. The results speak for themselves: 2.1 million visits to the live stream page, 1.3 million fans watched the stream while it was live (30k simultaneous) and a 2.5 cent cost per view for EA.

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