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Sports Broadcasting Technology

EA SPORTS Collaborates with Orad

April 04, 2011


Allowing the broadcasters to re-create specific sports situations, EA SPORTS, a label of Electronic Arts, has worked with Orad to introduce EA SPORTS Virtual Playbook.

First introduced by EA SPORTS in North America in 2008, The award-winning technology allows broadcasters to re-create specific sports situations using core EA SPORTS game technology. This produces an “augmented reality” that provides unique insight, education and analysis on key plays and techniques, the company stated. EA SPORTS Virtual Playbook will merge the depth and realism of the EA SPORTS FIFA videogame with this new exclusive agreement covering global markets outside of North America and the UK.

With top-selling videogame franchises, award-winning interactive technology, global videogame competitions and breakthrough digital experiences, EA SPORTS is one of the well known sports entertainment brands in the world.

“EA SPORTS Virtual Playbook has already expanded the impact of our innovative technology beyond videogames and helped to demonstrate our leadership in sports entertainment,” said Todd Sitrin, group vice-president of marketing with EA SPORTS. “We’re excited to work with Orad to bring an entirely new level of excitement and realism to football broadcasting globally.”

Allowing broadcasters to enhance their sports broadcasts, this new technology allows in-studio hosts to analyze plays and game conditions alongside virtual players before the match, highlighting formations and scenarios. It also offers viewers with a new level of connection to the game. Ensuring that every one of the physical camera’s movements automatically affects the virtual camera in real time, the physical in-studio or on-field camera and the virtual game camera are tied together.

In July 2010, the company announced that the Premier League has named EA SPORTS as the officials sports technology partner and EA SPORTS will responsible for offering enhanced experience for EA’s football gamers and fans of the Barclays Premier League. The partnership also calls for EA Sports to work with broadcasters to develop enhancements for match day broadcast analysis and increased fan interaction. Broadcasters will be using EA Sports graphics, animations and interactive technology.

Raju Shanbhag is a contributing editor for TMCnet. To read more of Raju’s articles, please visit his columnist page.

Edited by Juliana Kenny