EA’s CMO reveals how he’ll keep the video game giant’s soccer franchise rolling without FIFA branding

• EA’s “FIFA” series is a big revenue driver, but its next soccer video game won’t have that branding.
• CMO David Tinson reveals his plan to drive fans to EA’s new soccer franchise EA Sports FC.
• Losing FIFA branding gives EA opportunities to work with more brand partners than before.

Electronic Art’s marketing muscle is going to have to do some heavy lifting this year to build a new powerhouse brand around its soccer video game series.