EA Sports FIFA Advertising on Twitter
As the European Football scene begins to wind down with final season games being played, things are starting to move fast for Electronic Arts (EA) and their ever-popular FIFA franchise. This is the time of year when the FIFA Team of the Season (TOTS) is released and gamers go absolutely nuts. The TOTS is a feature in FIFA Ultimate Team (FUT) where players buy player cards and are able to climb the ranks in online and offline play by winning tournaments, the FUT draft, and the most prestigious division in seasons: Division 1. The player cards that are able to be purchased with in-game currency, coins, can have any ratings of bronze, silver, and gold, with a rare and non-rare version of each and contain stats for traits such as pace, shooting, dribbling, etcetera. Each week there is a Team of the Week (TOTW) that features players that have had exceptional performances in real life and receive minor stat boosts and a black card to indicate that it is a special card in the game. All of these cards can be bought on the transfer market between players or in packs that contain players, consumable items for the players, and club items such as stadiums and kits.
Starting in late March, EA releases a TOTS for each soccer league from around the world featuring players that have had exceptional seasons and in turn receive major stat boosts making these card very desirable. EA make large amounts of money during the couple of months that the TOTS cards are in packs. Players can either use the coins that they earn through gameplay and trading cards to purchase these packs or they can purchase EA's currency, FIFA Points, through in-game microtransactions. EA will also release a global limited number of higher value packs that will contain elite items fans will go crazy for. To build up even more hype for these TOTS cards, EA will send the players that receive these upgrades a large cardboard cut out of the special card. The players have been posting pictures with their card on social media, personally Tweeting about the update, and their club usually doing the same. EA then features these pictures on their own Twitter account to advertise, activating their brand by making gamers want to buy more packs to stay up-to-date with the ever changing game.
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