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.

“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 repeatedly in relation to franchises like The Sims and its sports games.

The EA Sports app will initially be focused around soccer, making it an extension of one of EA’s most popular and successful sports sims in EA Sports FC. Support for other sports will also be added over time, with the NHL, NHL, F1, and NCAA Football all highlighted at various points.

The new app will soft-launch in Space this fall, and will be supported on iOS and Android devices. In the meantime, EA Sports FC is set to enter early access this week, with a full release on September 27. Check out our full list of global release times right here.

Kat Bailey is IGN’s News Director as well as co-host of Nintendo Voice Chat. Have a tip? Send her a DM at @the_katbot.