After a comprehensive global review, gaming company Electronic Arts has selected GroupM as its new media partner of record. The six-month evaluation, which started in October 2024, was managed by media consultancy ID Comms and had participation from four of the world’s largest media holding groups: Publicis, Dentsu, IPG and GroupM.

EA said in a statement that it was looking for a partner that could drive innovation and maximize engagement with its worldwide player community. “GroupM distinguished itself with its ability to leverage advanced measurement tools, global scale and performance-driven insights, ensuring EA remains at the forefront of media excellence in gaming,” the company said.

“We were thoroughly impressed by the capabilities and strategic thinking demonstrated by all participating agencies,” said Nora Ahern, EA’s VP of growth marketing. “GroupM stood out with their vision and approach, and we look forward to working with their team to bring these strategies to life.”