VentureBeat interviews EA Interactive VP Sebastien DeHalleux and covers Hotel City, FIFA Superstars and the growing power of iconic brand names in social games on Facebook.
” The trick is not to rely on the brand itself, but rely on what the brand means to users. People play FIFA because they identify with specific players and teams and want to talk about the sport that they love. The trick is to use the brand assets — 9,000 real-life athletes that we have rights for in games — and build a meaningful exchange between fans and the athletes. ”