Electronic Arts is spending even more on ‘influencers’

Electronic Arts is planning its marketing budget around influencers as opposed to primarily television or other advertising channels. During a conference call with investors, the Madden publisher revealed that it likes influencers because it is easy to track the return on the money it puts in. It likely also doesn’t hurt that paying a YouTube personality is typically less expensive than paying Comedy Central or NBC for airtime.

EA also wants to spend about the same on marketing as it always has, but it plans to spread that throughout the year instead of dropping the bulk of it during the holidays. The company’s new strategy isn’t hurting as the company has seen some major gains in its digital sales over the last 12 months.