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Fun & Games Is Serious Business

Electronic Arts engaged eBrains to dramatically improve the effectiveness of their current tour of one of their premier properties, Club Pogo. The goal of this tour is to encourage Pogo users who currently play for free to consider joining Club Pogo for $4.99 per month in return for receiving enhanced benefits such as no ad interruptions, exclusive games, enhanced graphics, special VIP features and bigger prizes including cash and items.

The current tour on pogo.com, a free gaming site, was designed as a simple 'mini-site' with static pages that a user could click through to learn more about the benefits of Club Pogo with a final call to action to join. Given the nature of gamers, this tour seemed out of step and was flat, with little or no animation. It did not reinforce the brand or the proposition of joining Club Pogo in a compelling way.

eBrains concepted and then created a new version of the tour based on a collaboration between the client, Senior Brains and our creative resources. This resulted in a  1 minute animated tour that quickly moves a Pogo player through the most important aspects of Club Pogo. Unique 'sizzle videos' for the most popular games were included to visually demonstrate the benefits of joining Club Pogo. Sample ads were blown up to reinforce the VIP feature of no ad interruptions. In short, the new animated tour used elements of the games themselves to engage the 'gamer mentality' of a Pogo player to let them experience the benefits of Club Pogo right away. Take a quick 'tour' to see the difference eBrains made on the 'Before and After' versions.