“If I went just by what marketing told me, everyone of my products would be a blockbuster”
-Chris Ko, Sr. Director of Publishing, EA
Portfolio Management
Overview | Portfolio management | Opportunity and risk assessment | Project management
Decide which projects to fund more aggressively and which to ramp down or cancel with confidence
Case
Electronic Arts (NASD: EARTS) increases revenues due to product quality improvements and more optimal marketing spend
Challenge
Identify winning and losing products sooner by improving visibility into the performance of games 6 to 12 months prior to launch. Improve sales and marketing resource allocation.
Impact
$15 to 25M of incremental revenue due to backing blockbuster games.
Stakeholders
Studio heads, marketing and product managers.
Participants
R&D, QA, marketing, publishing from front line employees up through SVP level.
| Before | After |
|---|---|
| Product launch plans established by heads of studios and marketing leads | Using Crowdcast, over 400 employees across the organization forecast ship dates and product quality. Results 31% more accurate than official forecasts |
| Incentives to be over-optimistic | Incentives to be truthful |
| Plan updated at monthly meetings, regardless of availability of new information | Crowdcast reflects real-time updates, as soon as information becomes available, allowing stakeholders to take corrective action sooner |
