By Gary Symons
TLL Editor in Chief
Goodbye FIFA, hello EA Sports FC.
Electronic Arts has unveiled a first glimpse of the interactive future of football, with EA SPORTS FC to replace the popular FIFA game.
The move follows a breakup between EA Sports and FIFA last year, in which the global football association said it wanted to chart its own course for future video gaming opportunities. As previously reported in The Licensing Letter, FIFA and EA painted the end of their licensing relationship as an amicable divorce, which would bring positive benefits to both organizations.
FIFA announced the breakup with a headline saying, “FIFA diversifies its gaming rights and launches new non-sim football games alongside EA SPORTS franchise,” and went on to claim the move would allow it to work with a wider selection of partners.
“I can assure you that the only authentic, real game that has the FIFA name will be the best one available for gamers and football fans,” said FIFA president Gianni Infantino. “The FIFA name is the only global, original title. FIFA 23, FIFA 24, FIFA 25 and FIFA 26, and so on—the constant is the FIFA name and it will remain forever and remain THE BEST.
“The interactive gaming and esports sector is on a path of unrivalled growth and diversification,” Infantino added. FIFA’s strategy is to ensure we can make the most of all future options and ensure a wide range of products and opportunities for gamers, fans, member associations and partners.”
EA Sports responded in dramatic fashion, as the world’s number one producer of sports video games quickly announced a stunning range of deals with sports leagues around the world. It now appears that EA has greatly expanded its reach in the world of football, rather than seeing it decline with the departure of FIFA.
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FIFA announced the termination of its deal in May last year, and by August, EA had essentially signed up pretty much all of the world’s top football leagues. The new deals include 30 separate football (soccer) leagues around the world, and comprise 100 stadiums, 700 teams, and 19,000 players.
“EA SPORTS has always led with unrivaled authenticity and cements its commitment to fans by delivering the most realistic experience of the World’s Game, with even more of the world’s most distinguished leagues, clubs, athletes, and stadiums,” the company said.
Now the other soccer shoe has dropped, and this week EA completed its transition with the unveiling of the new game, as well as its revamped branding, as seen in the photo at the top of this article.
“Over the coming days, the EA SPORTS FC brand will debut in more than 100 matches across the biggest leagues in the world,” the company announced. “Football fans will see the new brand identity in the wild for the first time through EA SPORTS partners, including the Premier League, LaLiga, Bundesliga, Serie A, Ligue 1, WSL, NWSL, CONMEBOL and more. Voices from across the world of global football are joining EA SPORTS to begin a new era for the game, with hundreds of leagues, teams, brands and athletes sharing the EA SPORTS FC logo through their platforms today.”
Nick Wlodyka, the SVP and GM of EA Sports FC, says the announcement shows fans and partners a positive path forward.
“This is where the story of EA SPORTS FC begins,” Wlodyka said. “We’re building on 30 years of leadership and history creating experiences that bring the global football community together, and continuing to take it into a fan-first future. EA SPORTS FC will be a symbol for the sport, a symbol of innovation and change, and we’re energized to show our fans more about the future in July.”
EA says the game’s new branding takes its design inspiration directly from triangles, which are a dominant shape in football culture. Triangles reflect the strategy of football, from passing techniques to set plays, and the shape has also been woven into the DNA of EA SPORTS football experiences for decades. EA points out the use of isometric angles in their very first 8-bit experiences, and the triangular polygons that make up every pixel of most modern games, as well as the player indicator symbol that appears above every athlete in every match.
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Anyone interested in learning more about EA Sports FC’s branding strategy can see more information here.
The new branding was met with enthusiasm from EA’s many partners in the game, and particularly from the women’s league NWSL, which says inclusion in FC provides a massive boost for women’s football.
“The NWSL’s 2022 partnership agreement with EA SPORTS was not only a monumental moment for women’s soccer, but also a long-term vision and investment,” said Jessica Berman, Commissioner for the NWSL. “The next chapter of The World’s Game is reliant on recognition of the amazing talent and impact that leagues like the NWSL offer to every type of football fan, and EA SPORTS FC will do just that and more.”
Many of the top executives in various leagues said they’re thrilled with the partnership to date, which is helping them connect with fans in their own countries, and around the world.
“Through our long-standing partnership with EA SPORTS, we are able to bring fans around the world closer to the Premier League and we recognise the importance of the next generation in growing the future of football,” said Premier League Chief Executive Richard Masters. “We look forward to the relationship evolving through the launch of EA SPORTS FC, whether that’s bringing in developments in the ePremier League, opening new football pitches to benefit communities in the UK, or providing fans with exciting in-game experiences.”
Fans and/or potential licensees can sign up at easports.com/fc to Join the Club and be one of the first to learn more, ahead of detailed product updates coming this July.
By contrast, FIFA has primarily focused thus far on blockchain and NFT related games. Just two days before EA’s announcement, FIFA unveiled a new “smart football” game based on Web 3 and AI technology, produced with tech partner Altered State Machine.
The mobile game is a FIFA tournament-themed game that allows players to act as the coach and owner of their own AI team, in which players can collect and trade characters to create a team with their favorite talent combinations!
The AI League is a 4-on-4 casual football game played between AI-controlled characters, in which the players influence the game by making decisions at tactical moments.