After 30 years of wearing the FIFA badge, Electronic Arts Inc is set to rebrand the FIFA game franchise to EA SPORTS FC. The gaming company unveiled a first look at the future of its interactive soccer game as well as revealed the vision of the brand, logo, and identity.
EA SPORTS FC will become the new EA SPORTS platform for the creation of innovative soccer experiences as well as connecting millions of fans through mobile, console, online, and other esports products. According to the press release, the detailed product information will be released in July.
The press release also said that from April 7, the EA SPORTS FC brand will debut in over 100 matches across the biggest soccer leagues in the world. This will be made possible through the brand’s slew of partners including CONMEBOL, NWSL, WSL, Ligue 1, Serie A, Bundesliga, La Liga, Premier League, and more.
“Through our long-standing partnership with EA SPORTS, we are able to bring fans around the world closer to the Premier League and we recognize the importance of the next generation in growing the future of soccer,” said Richard Masters, Premier League Chief Executive. “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 soccer pitches to benefit communities in the UK, or providing fans with an exciting in-game experience.”
The brand’s new design was inspired by the dominant soccer culture shape
The FIFA series first appeared on Sega Genesis in 1993. Although the gaming giant is moving on from the FIFA license, EA SPORTS FC will retain licensing agreements with myriads of popular soccer leagues across the globe. Fans are invited to signup for the new EA FC website to learn more about the brand’s future.
“We are building on 30 years of leadership and history, creating experiences that bring the global soccer community together, and continuing to take it into a fan-first future,” said Nick Wlodyka, SVP & GM, EA SPORTS FC. “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 stressed that the new brand design was inspired by the beautiful game and triangles, which is a dominant shape in soccer culture. The company highlighted that this shape is “woven into the DNA of EA SPORTS” soccer experience for decades.
Those that have played any of EA’s soccer series would easily understand how triangle has become a motif in the brand. From the player indicator to the isometric angles featured in the first 8-bit game to set plays and passing techniques, EA SPORTS and triangles are inseparable.
“We pride ourselves on driving innovation in soccer, and our partnership with EA SPORTS FC exemplifies that mission,” said Javier Tebas, President of LaLiga. “EA SPORTS FC will be a hub for positive growth in soccer, and we will continue striving for new innovative ways for fans to authentically engage with LaLiga matches.”
EA SPORTS FC opens a new era for women’s esports
EA SPORTS has created something truly phenomenal in the last three decades including one of the largest global virtual soccer communities of over 150 million people across multiple platforms. However, that community has largely left women behind. Although the EA FIFA franchise started in 1993, Female national teams were only introduced in 2015 in FIFA 16.
“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 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 soccer fan and EA SPORTS FC will do just that and more.”
The new brand, EA SPORTS FC, promises to be different. It has pledged to be all-encompassing and will continue to grow with partners that share a common goal. The brand which was built on inclusivity and innovation is now reaching out to more soccer leagues including women’s soccer.
“For soccer to advance, the elevation and equality of women’s soccer need to be a focus,” said Navin Singh, Commercial Director at The Football Association. “EA SPORTS FC will provide fans with an unmatched women’s gaming experience that highlights the importance and impact of women’s soccer.”
The cause of the rift between EA SPORTS and FIFA
According to a report by World Soccer Talk, FIFA earns $150 million annually from EA Sports. Recently, the world’s governing body wanted that money to be reviewed upward to $250 million. That led to a crack in the three-decade-long relationship between the two.
With the split from FIFA, EA SPORTS FC will now be a competitor to the franchise’s former partner. FIFA has declared its intention to create its own soccer video game. EA SPORTS said its game would continue to play the leading role.
“Our vision for EA SPORTS FC is to create the largest and most impactful soccer club in the world, at the epicenter of soccer fandom,” said Andre Wilson, EA chief executive.
FIFA president Gianni Infantino countered that view by saying “I can assure you that the only authentic, real game that has the FIFA name will be the best one available for gamers and soccer fans”.
Do you think EA SPORTS FC will stand a chance against a game developed by FIFA? Share your thoughts in the comment box below.
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