Title: EA exec suggests video games, not stadiums, as initial soccer passion for young fans
Young soccer fans are increasingly getting hooked on the sport through video games rather than attending live matches, suggests Monica Dinsmore, senior director of esports at Electronic Arts (EA). The high cost and limited accessibility of tickets for top-flight European soccer matches mean many fans are experiencing soccer for the first time through gaming, not live events.
"With FC Pro and our EA FC title, it's so closely connected to European football and it's such a great introduction for fans in that region, especially young fans, to get exposed to the sport," said Dinsmore during an interview at CES 2025. "If you're a fan of [English Premier League side] Chelsea, for example, you're never going to be able to go to a game unless you've had tickets over generations, and you might not be able to watch a game because it's behind a paywall."
But Dinsmore points out that this doesn't mean live sporting events are dead for young fans. There's a crossover event between soccer's European Champions League and esports, where the esports champion was crowned the day before the Champions League final itself. The esports champion was even presented with the trophy on the actual pitch.
"We're meeting these kids where they are," she said. "They're playing games, they're interacting digitally and EA is very well positioned with these sports titles to be an initial touch point. And maybe it's the reverse, where the kids are bringing the dads down and starting to learn about a different way of becoming a fan."
Dinsmore also expects to see the lines between video games and live sports worlds continue to blur, with events like the NFL game between the Houston Texans and the Kansas City Chiefs being streamed from inside EA's Madden NFL game. The stream inside the game blended elements of the video game into the coverage, with route trees, player cards, and other graphical elements used during the broadcast.
Changing the Way Fans Engage with Sports
Esports is revolutionizing the way fans engage with sports, according to Dinsmore. Online games provide a more accessible and inclusive experience for fans, allowing them to participate and compete from anywhere in the world. This has attracted a younger, tech-savvy audience that is more likely to attend live events that offer immersive experiences.
Esports events also create large, global communities where fans can interact and strategize together. This social aspect enhances the overall sports experience and encourages fans to attend live events for a more dynamic experience.
Crossover Events Blurring the Lines Between Digital and Live Experiences
Esports is also creating innovative crossover events that blend digital and live experiences. For example, Fortnite is planning to collaborate with popular franchises like Godzilla and potentially King Kong, integrating themed skins, emotes, and map updates into its Battle Royale game. The game will also host tournaments, like the FNCS, Solo Cash Cups, and the Fortnite Invitational, attracting top players and offering significant prize pools.
Traditional sports are also leveraging digital platforms to reach broader audiences, such as All Elite Wrestling (AEW) airing its Dynamite and Collision shows as simulcasts on MAX, which has been reported to rank among the top live sports events on the platform.
Immersive technology, like Proto's AI-powered hologram technology, is being used in sports events to create unique experiences, like holographic appearances of fighters and event hosts. This technology allows for more engaging and dynamic live event experiences.
Major League Soccer (MLS) has also seen significant attendance figures in 2024, with over 12.1 million fans attending matches. While not directly related to esports, the league's success in drawing crowds indicates a strong interest in live sports events that can be complemented by esports experiences.
In conclusion, esports is changing the way fans engage with sports, providing more accessible and inclusive experiences, and creating innovative crossover events that blur the lines between digital and live experiences. This is attracting new, tech-savvy audiences and enhancing the overall sports experience for fans of all ages.
"The success of EA's FC Pro and EA FC titles in connecting young fans with European football demonstrates the relevance of gaming in introducing soccer to a new generation, as mentioned by Dinsmore."
"Furthermore, the blending of elements from video games into live sports broadcasts, such as the NFL stream inside EA's Madden NFL game, highlights the crossover between digital and live sports experiences, which appeals to the tech-savvy audience that has been drawn to esports."
