Federation Square has rapidly become the beating cultural heart of Melbourne. It is not so much the unique cobblestones or angular architecture. More so it is the wide range of events that happen there, and the gigantic screen as well. Tomorrow it is the FIFA 13 Pros Vs Joes tournament as Melbourne Heart soccer stars take on the public.
Electronic Arts Australia is being quite ballsy in taking its First Play events to the public arena. Giving punters a chance to play pre-release code of big game franchises such as FIFA, Medal of Honor and Need for Speed could result in a wider acceptance and new audience, or a shunning of the brand.
It's going to take a long time to receiver those costs. Initial purchase, setup costs, ongoing running costs, etc. They[…]
Nice article. Thanks for reporting on this.
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