ESPN-Electronic Arts partnership to merge real/virtual sports world

[Chubz]

Wow:

ESPN-Electronic Arts partnership to merge real and virtual sports


By PAT EATON-ROBB, Associated Press Writer
Saturday, May 26, 2007








(05-26) 10:50 PDT Bristol, Conn. (AP) --
The line between real and fantasy sports is about to become a little more blurred.

A partnership with ESPN is allowing video game maker Electronic Arts Inc. to dramatically increase real-time content in sports-themed video games.

Starting with this summer's release of the Madden NFL game, players with a modem high-speed Internet connection can have real-life action directly affect what happens in their video games.


Some hard-core gamers are cheering the innovations, which they say bring video games and real-life sports closer than ever. But critics caution about the idea of merging real life with the fantasy world of video games.

"For many people, that's going to be very exciting," said David Walsh, a psychologist and president of the National Institute on Media and the Family. "For some other people it could become addictive and can have the same harmful effects that other addictions have."


EA Sports said it doesn't know if the changes will mean price increases for games now costing about $60 for Sony PlayStation 3 or Microsoft Xbox 360 owners.


ESPN signed a 15-year marketing agreement last year with Redwood City, Calif.-based Electronic Arts, which reported 2006 revenues of $2.95 billion. Its most popular sports titles include NBA Live, NCAA Baseball and its Madden game, which features broadcaster and former coach John Madden.

Some PS3 and Xbox gamers already receive some ESPN content in their EA games, including podcasts of ESPN radio shows, video highlights and a real-time sports ticker.


"The idea is that someone playing the game won't have to turn it off or switch to the television to get sports news," said Raphael Poplock, EPSN's interactive gaming manager.


Beginning in August, thanks to a deal with The Weather Channel, a Madden '08 NFL game at the Baltimore Ravens' stadium automatically will be set in the snow if it happens to be snowing that day on Maryland's Atlantic coast.

Similar innovations soon will allow an option to incorporate current sports news and statistics from ESPN into the game.


"So if a guy in the real world twists his ankle, you can't use him in the game until he gets back," said Aaron LaBerge, senior vice president of technology and product development for ESPN.


A baseball star on a hot streak temporarily could become a better hitter in EA Sports' MLB title, and a Cinderella upset in the NCAA basketball tournament immediately could be reflected in the March Madness video game, he said.

Todd Sitrin, marketing director for Electronic Arts, said the companies hope to turn watching sports into an active, instead of a passive, experience.

"What we're trying to do is grow that and show to sports fans that there is a way to make this a personal relationship with your sports fandom," Sitrin said.

Innovations are expected to be phased into games over the next few years, the companies said.


"It's kind of a moving target," said EA Sports spokesman David Tinson. "The beauty of this business is that there is a big white board with like a thousand ideas, and every year they try to get in as much as they possibly can."

The prospect of having statistics, injuries and other information constantly updated has hard-core gamers such as D.J. Mazzola of Belleview, Wash., excited.


"That would be huge, because that affects the team you want to play with," said Mazzola, who plays in Madden video game tournaments around the nation. "The more realistic they can make it, the better."


Tampa Bay Buccaneers tight end Alex Smith, who won two consecutive "Madden Bowl" tournaments against other players, says the games are very popular with athletes, who like to see how they are represented. (Smith thinks the virtual Alex Smith should be a bit faster.)

But they have a long way to go before they can be used by teams as a scouting tool.


"I don't put much stock into what's on the game when I'm getting ready to face an opponent on the field," he said. "I don't get anything out of it that way."


The content is also flowing from EA Sports to ESPN. Electronic Arts provides graphics and simulations to ESPN, which the network uses to help explain game situations to fans. EA also runs simulations to help predict the outcome of some sporting events, the companies said.


ESPN.com has a video game link on its Web site, in which users can see what the latest NFL draft picks will look like in their new uniforms, thanks to screen grabs from "Madden" provided by EA.


EA Sports last year launched an Arena Football League game in conjunction with ESPN, which purchased a part ownership and broadcasts the league's games. John Elway, the former NFL quarterback and now a co-owner of the Colorado Crush of the AFL, said the video game has been great for that sport.


"Everyone wants to get to that young generation," Elway said. "I think ESPN allows us to do that because of the inroads they have made with the X Games. EA Sports with the things they can do in games allows them to learn about our game while they are playing it.


"I think if we can get them to enjoy playing it, then when they go to watch it, they understand what they are watching, which is a great tool for us, a great grass-roots campaign for us."

this going to be awesome for sports gaming

[Jerome]

Originally Posted by Chubz

Wow:



this going to be awesome for sports gaming

i agree. definitely looking forward to it.

[Chubz]

i like the idea of playing a season and players performing exactly like their real life counterparts, as well as the weather

[Crono139]

Good lord.

Props to EA if this really works out.

[Jerome]

Originally Posted by Chubz

i like the idea of playing a season and players performing exactly like their real life counterparts, as well as the weather

exactly, especially in a sport like baseball. the season is so long, and players almost never go through a full season playing EXACTLY to their abilities. you have guys like garret atkins this year who are talented, but have struggled mightily the first part of the year, and you have guys like jack cust, who came out of nowhere pulling off their best babe ruth impersonation.

[Chubz]

i really hope EA gets back into the MLB game as soon as these exclusive deals are done. Competition only makes the final product better. 2ksports has banged up 2 baseball games in the 2.5 years they've had the MLB liscence

[Chubz]

Originally Posted by thahuhstunna

exactly, especially in a sport like baseball. the season is so long, and players almost never go through a full season playing EXACTLY to their abilities. you have guys like garret atkins this year who are talented, but have struggled mightily the first part of the year, and you have guys like jack cust, who came out of nowhere pulling off their best babe ruth impersonation.

thats because he looks like Ruth:p

[Jerome]

Originally Posted by Chubz

i really hope EA gets back into the MLB game as soon as these exclusive deals are done. Competition only makes the final product better. 2ksports has banged up 2 baseball games in the 2.5 years they've had the MLB liscence

i agree. can you imagine this feature in a new mvp game?!! how great would that be?

[Jerome]

Originally Posted by Chubz

thats because he looks like Ruth:p

LMFAO!! seriously. i think ruth took over cust's body for those two weeks