Electronic Arts is on a brand building exercise and has appointed Arena to handle its Ł80 million international media planning and buying account after a competitive pitch.
MediaCom was the incumbent. The WPP agency won the consolidated European account and retained the UK brief in 2010.
The gaming giant has been rebuilding after a turbulent 2013, when it cut more than 10 per cent of its workforce and was voted the worst company to work for in the US.
MediaCom worked on campaigns for EA games including Fifa 14, The Sims 4 and Titanfall.
Arena, UK – MD, Henry Daglish, said: “EA is an amazing brand and we’re delighted to be working with them to help the brand evolve and grow.”
The review was handled by EA through its Geneva office. Chemistry meetings took place in early February.
EA has Need for Speed, Star Wars Battlefront, Fifa 16 and Madden NFL 16 as its upcoming games this year.