Electronic Arts
Positioning EA Play as the Ultimate Gaming Membership
What I did
Positioning / Value Proposition / Messaging Strategy
The Challenge
In a crowded subscription gaming market, EA Play struggled with two critical challenges: First, gamers viewed it as just another add-on rather than a must-have membership. Second, the service lacked a clear emotional connection that would differentiate it from competitors like Xbox Game Pass and PlayStation Plus—making price the primary decision factor.
The Strategy
1. Positioning: Shifted EA Play from a "game library subscription" to "your passport to premier gaming experiences"—emphasizing exclusive access to EA's most beloved franchises (FIFA, Madden, Battlefield) and new releases.
2. Value Proposition Architecture: Created "Unlock Your Thrill" as the emotional anchor—reframing the membership around the feeling of anticipation and excitement gamers crave, not just the functional benefits.
3. Messaging Hierarchy: Built a tiered communication strategy that spoke to different gamer segments—from sports enthusiasts to action seekers—while maintaining a unified brand voice centered on premium gaming access.
