Guide to increasing exhibition ROI - Case Electronic Arts

Abstract

The purpose of this thesis was to create a guide for the commissioning company, Electronic Arts, on how to increase the return on investment for the game company’s participation at the Digiexpo exhibition. This was done by analysing Electronic Arts’ 2013 and 2014 Digiexpo participations. Based on the results, the aim was to come up with suggestions for improving future participations.

The framework is based on The Global Association of the Exhibition Industry’s publication: The role of Exhibitions in the Marketing Mix. The main focus was in the analysis of exhibitions and ROI with an addition of customer relationship marketing.

The research method used was qualitative. Included in the research was data from the exhibition organizer, observations from the previous two years participations and financial data. The guide for increasing exhibition ROI was created based on the analysis of this data.

The results of the analysis were that more data collection methods should be implemented to better evaluate the success of the exhibition. The data currently available cannot produce accurate results and cannot be used effectively. Furthermore a more active presence during the exhibition is recommended for increased customer satisfaction.

As a conclusion it can be said that exhibition participation for companies in the gaming industry is a very good opportunity to leverage the chance to promote upcoming or recently released game titles in a semi-controlled environment at a relatively low cost. For the highest possible gains, companies must, however, plan their data collection methods in order to achieve the best possible return on investment.