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EA announces an NZ first in PC game packaging


4 September 2003

Electronic Arts announces an NZ first in PC game packaging.

Commencing September, Electronic Arts New Zealand will be releasing new packaging for all its PC titles. The move to a new pack size has been based on North American and European gaming industry trends where those territories have adopted DVD or "Mini Box" packaging alternatives. Since their introduction overseas the benefits to retail in terms of shelf space efficiencies and presentation have been substantial.

Locally, EA has decided to introduce the North American "Mini Box" packaging size but enhanced it with a stronger, stylish internal plastic case. The new pack dimensions are 138mm wide x 195mm high x 32mm deep. All new release and back catalogue PC titles ordered by EA in September and onwards will be in new packaging.

Mike Wynands, Managing Director of Electronic Arts comments, “With our position in the market place, having over 40% market share in PC games, the industry looks to EA to lead in packaging and other marketing initiatives. The timing is right for us to follow international market trends.”

In addition to the new pack size, EA have created a new PC identification label at the top of the packaging. The "PC GAME" ID label has been introduced as means of clarification so that consumers can differentiate between a PC game and other similar packaging formats (PS2, XBOX, DVD movies) in the marketplace.

Please click here to view the new packaging initiative.
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