EA SPORTS F1 25
Reframing racing for a new generation of fans
A bold reset transformed EA SPORTS F1 into a culturally resonant franchise: reigniting player passion, elevating brand relevance, and setting the stage for sustained commercial growth.
Challenge
F1’s global momentum was undeniable, but the game hadn’t kept pace.
Amid a standout real-world season, the franchise faced challenges—slipping visibility, softer engagement, and a sense of disconnect with its audience.
It was time to reignite the spark and re-establish the brand as a must-play experience for today’s F1 generation.
F1 teams, brand partners, athletes... are all competing to capture fans attention with amazing stories.
Approach
A bold five-year brand vision—“Live the Grid”—set the direction.
The go-to-market strategy was designed to re-energize the franchise and re-engage the fanbase.
🎯 Audience Definition
Two player mindsets were identified:
The Fan: competitive, career-focused, simulation-first
The Follower: immersive, story-driven, emotionally engaged
Campaign narratives and beats were tailored accordingly.
🎬 Narrative-Driven Launch
Key features became story engines:
Braking Point 3 storyline trailer
My Team 2.0—team ownership and rivalry
APX DLC—crossover with F1’s Hollywood feature film
🔥 Cultural Positioning
The creative platform “Don’t Copy the Grid. Race Your Own Way” inspired individuality.
Launch moments were synced with key race weekends (Miami, Monaco, Imola) and elevated by creators, pro drivers, and new-gen fan engagement.
💰 Commercial Reset
Revised pricing strategy (console & PC)
Tiered pre-order content (exclusive liveries, movie tie-ins, team icons)
Premium SKU differentiation to boost early adoption and retention
COVER ARTS THAT UNFOLD 2025 STORIES
Outcome
Creative Performance Optimization: Leveraged fan insights and social listening to optimize creative performance, delivering a 30% average increase in engagement through cost-effective, insight-led narratives all along the campaign.
Strategic Partnerships: Managed high-stakes global partnerships with Formula One Management (FOM), F1 teams & their brand partners executing high-impact cultural activations such as Madden x Premier League and F1 x Apple.
Audience Modernization: Reframed audience segmentation and franchise identity systems, sharpening brand purpose to improve global resonance and drive long-term cultural impact.a
Company: EA SPORTS
Year: 2024-25
Role: Brand & Marketing Strategy + Creative Strategy
Ambitious brand vision?
Let’s bring it to life.
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© Alexandre MEYER