Game marketer Electronic Arts has awarded GroupM global media duties after a competitive review that began last fall. 

EA reported total advertising costs of $375 million in its fiscal year 2024. It didn’t break out media spend but agency research firm COMvergence estimates the company spent $120 million on measured media last year.   

The award is effectively a retention for GroupM. After its last global review in 2019, EA awarded global media duties to m/Six, the media arm of The&Partnership, which at the time was an affiliate of WPP. Last year WPP acquired the remaining part of the agency it did not already own. M/Six and The&Partnership were merged and rebranded to T&Pm. 

GroupM confirmed the win on its LinkedIn page. “Game On!” it stated. “Thrilled to announce GroupM has been selected as Electronic Arts (EA)’s global media agency partner.  This partnership marks an exciting new chapter as we combine EA's interactive entertainment expertise with our data-driven approach to engage players worldwide. Together, we'll help maximize fan connections across EA's incredible portfolio.” 

That portfolio includes Need For Speed, Star Wars, The Sims, Battlefield and more.