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EA has unveiled what it calls its first product beyond gaming: the EA Sports App.
Revealed during its Investor Day presentation, the app will feature the latest news, stats and highlights from sports and specific teams, as well as social features to engage with others.
It will also include interactive challenges and mini-games through which users can “compete to earn status and rewards”.
La Liga partnership
The publisher is set to soft launch the app in Spain this autumn through a partnership with top-tier Spanish football division La Liga and an initial focus on European football. EA is currently the official sponsor for La Liga.
Following the initial rollout of the EA Sports App in Spain, the publisher plans to add new regions, sports and features at a later date.
“Our partnership with EA sports is built on a shared vision, transforming football and creating new ways to enjoy the game both on and off the pitch,” said La Liga executive general director Jorge De La Vega.
“At La Liga we believe that the main entry point to becoming a La Liga fan is playing football, whether physical or virtual. That’s why we share with EA sports a strong commitment to enhancing the fan experience in every touch point with our huge community of fans.
“The EA Sports App will revolutionise how our fans engage with football, providing an immersive experience that captures the true essence of both La Liga and EA Sports.”
“Beyond gaming”
EA EVP and chief experiences officer David Tinson said the EA Sports player network has more than 265 million consumers. The publisher now has its eyes on extending that audience outside of its games, which include EA Sports FC and Madden NFL.
Tinson said the publisher hoped to attract more advertising to its network, including through the EA Sports App.
He claimed that the majority of sports rights are connected to the “live moment”, but that live games account for only half of video content consumption in sports.
“We see a big opportunity to expand our total addressable market and business beyond gaming,” he said.
