Electronic Arts agrees deal to buy TRACAB Technologies

Electronic Arts (EA) has reached an agreement to acquire TRACAB Technologies, the sports optical tracking and analysis solutions firm.

The deal will allow EA SPORTS to make use of TRACAB’s technology and people to improve how it creates lifelike animation and simulates real-world action.

The tech will also feed into the development of the EA SPORTS App.

Cam Weber, president of EA SPORTS said: “Data is at the centre of every meaningful advancement in the world of sports today, and as EA SPORTS leads the future of interactive sports experience through the use of more and more real-world data, and TRACAB will bring more best-in-class capture and data technologies directly into our portfolio.

“As we continue to evolve our EA SPORTS experiences into living, breathing simulations of sport, we expect TRACAB’s cutting-edge technology and expertise in live event data combined with our game engine to also accelerate groundbreaking new features in the EA SPORTS App.”

TRACAB’s sports optical tracking tracks action on the field or pitch at 60Hz per second, generating 600 million data points per game, including 65 unique data points per player and referee. It does this by capturing live skeleton data from 21 joints on each individual body on the pitch, as well as the centre of mass and ball tracking.

“Joining EA SPORTS marks an exciting new chapter for TRACAB Technologies,” added Martin Brogren, GM of TRACAB Technologies. “Our mission has always been to push the boundaries of sports data and analysis, and with EA SPORTS’ vast resources and vision for innovation, we’re confident that we can create even more immersive and dynamic experiences for sports fans around the world.”

The acquisition is expected to close in EA’s first fiscal quarter of FY26.

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