EA SPORTS Collaborates With Orad To Bring Virtual Sports To Life For Football Broadcasters
REDWOOD CITY, Calif.--(BUSINESS WIRE)--
EA SPORTS™, a label of Electronic Arts Inc. (NASDAQ:ERTS), and Orad
Hi-Tec Systems Ltd. have worked together to bring EA SPORTS Virtual
Playbook and its powerful digital capabilities to global football
broadcasters. The joint solution will be demonstrated at Orad's booth
(SL6514) at the NAB Show in Las Vegas April 11-14.
The award-winning technology, first introduced by EA SPORTS in North
America in 2008, allows broadcasters to re-create specific sports
situations using core EA SPORTS game technology to generate an
"augmented reality" that provides unique insight, education and analysis
on key plays and techniques.
With this new exclusive agreement covering global markets outside of
North America and the UK, EA SPORTS Virtual Playbook will merge
the depth and realism of the EA SPORTS FIFA videogame — complete
with industry-leading graphics and authenticity — with Orad's advanced
virtual studio and camera tracking systems. This will allow broadcasters
to enhance their sports broadcasts and allow in-studio hosts to analyze
plays and game conditions alongside virtual players before the match,
highlighting formations and scenarios, and providing viewers with a new
level of connection to the beautiful game.
The physical in-studio or on-field camera and the virtual game camera
are tied together, ensuring that every one of the physical camera's
movements automatically affects the virtual camera in real time. The
composite of the digital and physical elements enables the real-life TV
hosts to interact with the virtual football players within the broadcast
whether they are in-studio or on location.
Avi Sharir, CEO and president of Orad, said, "This synergy between our
two leading-edge companies will provide broadcasters a new and exciting
way to develop immersive, rich broadcasts, appealing to a broad
demographic of viewers."
"EA SPORTS Virtual Playbook has already expanded the impact of
our innovative technology beyond videogames and helped to demonstrate
our leadership in sports entertainment," said Todd Sitrin, group
vice-president of marketing with EA SPORTS. "We're excited to work with
Orad to bring an entirely new level of excitement and
realism to football broadcasting globally."
How EA SPORTS Virtual Playbook Works
EA SPORTS Virtual Playbook is created using feeds from in-studio
real-world cameras as well as an in-game camera that captures EA SPORTS
in-game graphics depicting real game scenarios. The real-world studio
and game images of virtual characters are combined to create the effect
of "augmented reality" — virtual players appearing in the studio
alongside real life hosts and analysts. Both real and virtual people are
able to move realistically around the studio set to demonstrate plays
and scenarios. The system accommodates, and in fact is controlled by,
the multiple real-world cameras that are typical in today's sports
analysis television programs.
About EA SPORTS
EA SPORTS is one of the leading sports entertainment brands in the
world, with top-selling videogame franchises, award-winning interactive
technology, global videogame competitions and breakthrough digital
experiences. EA SPORTS delivers personal access to the emotion of sports
through industry-leading sports simulation videogames, including Madden
NFL football, FIFA Soccer, NHL® hockey, NBA Elite
basketball, NCAA® Football, Fight Night boxing, EA
SPORTS MMA, Tiger Woods PGA TOUR® golf, and EA
About Electronic Arts
Electronic Arts Inc. (EA), headquartered in Redwood City, California, is
a leading global interactive entertainment software company. Founded in
1982, the Company develops, publishes, and distributes interactive
software worldwide for video game systems, personal computers, wireless
devices and the Internet. Electronic Arts markets its products under
four brand names: EA SPORTS™, EA™, EA Mobile™ and POGO™. In fiscal 2010,
EA posted GAAP net revenue of $3.7 billion and had 27 titles that sold
more than one million units. EA's homepage and online game site is www.ea.com.
More information about EA's products and full text of press releases can
be found on the Internet at http://info.ea.com.
EA, EA SPORTS, EA SPORTS Active, EA Mobile and POGO are trademarks of
Electronic Arts Inc. Official FIFA licensed product ' © The FIFA brand
OLP logo is a copyright and trademark of FIFA. All rights reserved.'
Manufactured under license by Electronic Arts Inc. Player names and
likenesses used under license from FIFA, International Federation of
Professional Footballers "(FIFPro)" and national teams. John Madden,
NFL, FIFA, NHL, NBA, NCAA, Tiger Woods and PGA TOUR are trademarks of
their respective owners and used with permission. All other trademarks
are the property of their respective owners.
About Orad Hi-Tec Systems
Orad Hi-Tec Systems is a world-leading provider of real-time 3D
broadcast graphics solutions including news, channel branding, sports
production and enhancement, elections and special events, virtual
studios, and virtual advertisement. Orad's compelling solutions
streamline production workflow, enhance viewer experience, and improve
production value. Founded in 1993, Orad is a public company listed on
the Frankfurt Stock Exchange (OHT). More information is available at www.orad.tv
Colin Macrae, 604-456-3685
Source: Electronic Arts Inc.
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