Video game producer Electronic Arts (EA) has selected WPP’s GroupM as its new global media agency, following a competitive pitch process handled by ID Comms.

The move will see the global outfit take over from London agency T&Pm, after a “group solution” from Group M pitched for the account, according to Campaign.

GroupM will now oversee Electronic Arts’ media planning and buying responsibilities going forward, promoting titles such as FC25, The Sims, Battlefield and Star Wars Jedi: Survivor.

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Other networks competing for the account included Publicis, Dentsu and IPG, with the latter’s Mediahub making up a final shortlist of two alongside GroupM.

Commenting on the news, EA’s vice-president of growth marketing Nora Ahern said that the Californian company was “thoroughly impressed” by all the agencies that took part in the process.

She added however, that GroupM “stood out with their vision and approach”.