How EA Sports built a ‘virtual newsroom’

The maker of the Madden series of football games and other huge sports franchises keeps its ear to the ground so it can respond with relevant, accurate content.

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When you’re in the business of building simulations of real sports, how do you engage with the people who are fanatics about those sports? That’s what EASports is trying to figure out via its content marketing efforts.

Whether it’s predicting the outcomes of real events through its online play data, evaluating a team’s real season, or simply asking topical questions, the brand looks for ways to merge its digitized world of sports with what’s happening on the field of play week by week. It’s doing so by building what David Tinson, vice president of integrated communications at EA Sports, calls a “virtual newsroom.”

“Certainly the industry had changed dramatically, but … [all along I’ve] felt like we are a content company,” he says.

However, whereas the content once was exclusively games and promotional materials, it’s becoming more and more like brand journalism.

Building the newsroom

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