Electronic Arts Names Madden to Lead Digital Gaming Push

Goal: to Bring Social, Mobile, Online All Together

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Electronic Arts' newest marketing executive joins after more than a decade at online gaming service WildTangent, signaling the developer and publisher's ongoing commitment to digital gaming.

Dave Madden
Dave Madden

Dave Madden takes over as senior VP of EA's global media sales, replacing Elizabeth Herz, who left the company after three years in the role. Mr. Madden's sales and marketing experience in digital -- particularly online, social, and mobile -- was important to EA, as his job will be to help brands connect with consumers across all the marketer's platforms, from traditional console to fast-growing social gaming.

Company CEO John Riccitello told Ad Age's Digital Conference attendees last month that there will be 3 billion game-playing consumers by next year, about double the current number, during his keynote speech touting gaming as the next mass media.

EA's latest financials, reported in February, showed digital revenue was up 39% year over year to top $195 million for its third fiscal quarter and was on track for a total $750 million in sales for its 2010 fiscal year.

While Mr. Madden admitted that gaming is a more complicated media type than TV or movie content, which has static content and already established ad models when it comes to advertising, the potential reward of a more engaged consumer is much greater.

"EA has been going more and more digital. Even at retail now, more and more digital components are included," he said. "Advertisers covet the consumer-gaming audience, but they also love the scale and reach of social, mobile and online. It's about bringing it all together."

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