Electronic Arts’ B2B Platform

Electronic Arts Inc. is a leading global entertainment company that develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, wireless devices, and the Internet. EA approached Hot Tomali to develop their first-ever online B2B platform in an effort to cement their relationship with retail sales associates as the leading video game retailer. After all, the video game industry is a highly competitive market, and both offline and online channels are saturated with video game advertising.

What We Did

  • Web Design
  • Web Development
  • Community Management
EA Retail Professionals Responsive Website

Creating an Interactive Community

Hot Tomali’s objective was to educate and engage retail salespeople so that they’re more likely to recommend EA games to customers. A solution was developed using Hot Tomali’s proprietary interactive retail-training platform: Cheddar Labs (www.cheddarlabs.com). The basic concept of the program is as follows: salespeople engage in comprehensive training for each product, including a variety of marketing assets (tutorials, walkthroughs, videos, PDFs, image galleries, feature sheets, etc.), and then they take quizzes to demonstrate their knowledge retention. Upon completing quizzes, salespeople can earn incentives, such as: product discount codes; contest entries; points; and achievement badges. Cheddar Labs also has the ability to issue brand-specific training certification.

Part and parcel to the program is a customized online dashboard that provides a wealth of information for measuring program success. This information has been invaluable for finding innovative ways to increase program participation and further engage sales associates.

Cheddar Labs now trains employees in retailers across North America, including: Best Buy; Game Stop;  Apple Store; Target; Walmart; and more. Program participation is entirely voluntary, and substantial growth has been achieved through word-of-mouth, colleague referrals, and communications shared during in-store PK (product knowledge) meetings with brand reps.

FIFA Street Training
EA Retail Professionals Mobile Homepage
EA Retail Professionals Mobile Quiz

We Got Game

  • 10,500+ registered sales associates
  • 220,000+ quizzes
  • 100+ retailers
  • 8,000+ retail store fronts
  • ROI of 3,071%