EA SPORTS: Blurring the Line Between Immersive Gaming and IRL Fandom
The 6th Annual Awards
- Best Use of Technology
ABOUT THIS ENTRY
Continuous, technical innovation is at the heart of EA SPORTS. During a critical moment as EA SPORTS introduced the brand’s vision for the future of football to the world following the end of its partnership with FIFA as federation partner, EA SPORTS showcased its commitment to innovation with the debut of HyperMotionV in EA SPORTS FC 24. HyperMotionV captures the world’s game as it’s truly played, using volumetric data from more than 180 professional men’s and women’s football matches to ensure player movements in-game accurately reflect real-world action on the pitch and comes directly from athletes and teams like Real Madrid, PSG, and Manchester City.
How does this represent “Excellence in Engagement”?
At the heart of EA’s ethos is an unwavering commitment to innovation in digital entertainment and engagement. EA SPORTS strives every day to inspire through actions and create a positive impact in the world through an ongoing journey of transparency and continual progress. Realistic representations of athletes in games not only represents “excellence in engagement” but also extends far beyond visual fidelity. Players and fans want a true representation that extends to the athlete's physique, the referees overseeing the game and in the undeniable essence of the sport. This encompasses diverse body types, skin tones, gender identities and abilities. Accurate representation and fan engagement in gaming is critical because it shapes our understanding of the world, influences our perceptions, and has a profound impact on how we see ourselves and others. Through HyperMotionV technology, EA SPORTS sets a powerful example of the role the gaming industry plays in actively shaping a more realistic and representative world, driven by true-life data.
Objective
EA SPORTS uniquely sits at the intersection of sport, culture and innovation. As the largest interactive sports brand on the planet with more than 350M players, EA SPORTS is home to some of the most valuable properties in all of sports and gaming, producing some of the world’s most innovative experiences across console, mobile, online and esports products that connect and entertain fans across the globe. EA SPORTS’ aim is to lead the future of sports fandom, where every fan is a player, with next-gen innovation at the center of it all as the driving force of the fan experience – and with HyperMotionV technology leading the evolution for the player community and gaming industry at large.
Strategy & Execution
HyperMotionV was developed to uniquely push the boundaries of gaming realism. Taking a data-centric approach, drawing from over 11,000 real-life character examples, HyperMotionV was designed to elevate the authenticity of game play by capturing the nuances of the world's most beloved teams. Authentic volumetric data translates to accuracy, so every step, pass and score reflects the strategies and tactics employed by your favorite football club on the pitch IRL. With a laser-focused approach to maintaining high excitement with fans, and as a leader in the most realistic game play on the market, EA SPORTS launched FC 24 with HyperMotionV as part of a cadence of newsmaking moments featuring the title’s tech, including a cover athlete pre-launch reveal with Manchester City striker Erling Haaland in Amsterdam, followed by global release events in London, New York, Paris, Madrid, and more at launch.
Organizations
- EA SPORTS
Links
Credits
Cam Weber
President, EA SPORTS
Electronic Arts
Nick Wlodyka
SVP & GM, EA SPORTS FC
EA SPORTS
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
