EA Is Launching a New Social App That Mixes Its Sports Game Tech, Ultimate Team, and Live Sports

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.The EA Sports app is being touted as a new way to engage with sports using EA's existing technology."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.

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