Man City and EA chart virtual roadmap

UK: Manchester City Football Club, now amongst the richest clubs in the world, has teamed up Electronic Arts. The deal was announced at EA’s campus in British Columbia as part of City’s summer tour activity in Canada and, according to a statement, is unprecedented in both its scale and scope within the computer game industry. It also maps out interesting virtual territory for the sports industry as a whole.

As part of the agreement, dedicated MCFC virtual content will be distributed through the Club and EA SPORT’S digital channels, including MCFC match simulations prior to the fixtures and unique visuals of the City stars in action.

The video, which is currently one of the first FIFA 12 gameplay edits available, was designed especially for Manchester City fans, showcasing the Club’s stars.  Having captured 360 degree 3D headscan shots of the entire first team squad, EA Sports has recreated the most authentic representations of the players, which will be featured in the eagerly anticipated UK release of FIFA12 on the 30th September 2012.

EA Sports will also be investing in dedicated experiential gaming areas, in around the Etihad Stadium, to further enhance City Square and the family zone within the concourse.

Nick Harford, Football Business Lead, EA Sports, said: “We are delighted to be entering into a dynamic new partnership with Manchester City. Through this agreement, EA Sports will invest in the creation of bespoke content and experiences that bring Manchester City fans across the globe closer to the team they love.”

Ian Cafferky, Chief Brand & Commercial Officer for Manchester City Football Club added: “The reputation of EA Sports is unparalleled, both within the video game industry and around the world.  The fact that a company of EA’s calibre has joined our stable of valued partners, shows a clear indication of the Club’s growth and appeal to a global audience.

“Many of our supporters, not to mention first team players are huge fans of FIFA. The deal with EA Sports was therefore a natural fit and the beginning of what I know will be an exciting partnership.”

A behind the scenes video will be released prior to the launch of FIFA 12, on 30th September, giving fans the opportunity to download an exclusive and unique free Club specific pack design.


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