EA is preparing to launch an ambitious new social app that it is says will use its existing technology to mix real-life and virtual sports. Announced during today's Investor Day, the new app functions similarly to existing sports apps from companies like ESPN, featuring news, scores, stats, and highlights. The main hook, Chief Experiences Officer David Tinson says, is its tie-ins with EA's various sports games, including the possibility of unlocking prizes like Ultimate Team cards based on the sizzle reel.
"Our thesis is simple: With the right products, features, and capabilities, a significant portion of hyper valuable consumer attention is available for a fraction of the cost," Tinson says. Ultimately, Tinsons says EA's goal is to create a social app that allows fans to follow their favorite sports and teams while integrating in-game rewards and community elements. Tinson showcased a number of features that incorporate EA's technology, including a system that appears to seamelssly translate real-life moments into virtual highlights that can be viewed from any angle using the EA Sports FC engine.
EA is also introducing predictive simulations that not only simulate upcoming matches, but can also questions like "who would win between 85 Bears and the 07 Patriots." Based on Tinson's presentation, the app appears to make heavy use of AI, featuring prompts that allows users to create its simulations. Generative AI was a big part of EA's overall presentation, and was touted repeat.