In recent months, game publisher Electronic Arts has focused on
leveraging its brands through video game tournaments.
The "Best of the Battlefield" in November offered up more than $300,000 in prizes --
the largest cash purse in online tournament history.
We met with Senior Product Manager Rich Briggs to find out about EA's
strategy and motivation behind using tournaments to build brand equity, and why
he thinks more businesses will be teaming up with these competitions
to add sponsorship dollars to the game.
