Gaming is reshaping sports, and EA has thrown its hat into the ring once more.
As sports leagues look to broaden their reach and engage with younger, digital-native audiences, the traditional models of media rights and fan engagement are rapidly evolving.
The most recent example of this shift comes from EA Sports, which has partnered with Major League Soccer (MLS) to stream live matches directly within its EA Sports FC Mobile app.
Announced on May 5, this marks the first time in the company’s history that it will integrate live sports into a gaming platform.
While some might argue this move may seem like a simple collaboration, it could represent the beginning of a new era in which gaming, media rights, and fan engagement collide, forcing sports leagues, broadcasters, and tech companies to rethink the way they interact with their audiences.
For decades, sports media rights were a straightforward business—networks paid leagues and teams massive sums to broadcast games on television, and in return, they attracted large audiences willing to tune in for live events. However, in today’s digital age, audiences are no longer confined to traditional media.
Sports fans have fragmented across a variety of platforms, with streaming services, social media, and gaming apps now competing for their attention. EA’s partnership with MLS is a reflection of this transformation, demonstrating how digital-first platforms are becoming the new battleground for sports media rights.
Leagues like MLS have long relied on traditional media partnerships to get their games in front of fans. But despite the billions invested in media rights, viewership numbers have not met expectations. This underperformance has led to a reevaluation of how sports content can be distributed and monetised in a world where people increasingly turn to mobile apps, social media, and streaming services to consume entertainment.
With this in mind, MLS is using its collaboration with EA to tap into the massive gaming audience, seeking to create a more immersive and interactive experience for fans.
Gaming as a tool for fan engagement
One of the most significant changes driven by this partnership is the shift from passive viewing to active participation. In the past, sports fans would sit back and watch a game unfold on their TV screens.
Today, however, fans want to engage with the game in real-time—whether it’s by playing virtual matches, interacting with live stats, or earning rewards as they watch. This trend, popularised by esports and mobile gaming, is now making its way into traditional sports.
In January 2024, Tennis Australia turned the world’s best tennis players into animated versions of themselves in an effort to attract new audiences. Through their YouTube account, “AO Animated” was introduced – a near-live, commentated, computer-generated coverage of matches using video game-like avatars and real-world data.
The initiative was carried out thanks to sensors on the courts at Melbourne Park, which fed data into a system that then produced digital reproductions of the live match, with only a two-minute delay. These versions of the matches were synced to feature live commentary, crowd noise and chair umpire calls, as well as player reactions.
Similarly, TGL (Tomorrow’s Golf League), co-founded by Tiger Woods and Rory McIlroy, has reimagined golf for a more digital audience by combining real players with virtual simulations in a purpose-built arena. Featuring teams of PGA Tour stars, TGL delivers fast-paced, interactive matches designed for prime-time viewing, where technology enhances both the competition and fan experience.
Formula E has also been at the forefront of integrating fan engagement with cutting-edge technology. While its FanBoost feature—allowing fans to vote for drivers to receive an in-race power boost—was a notable innovation, it was retired after the 2021/22 season. Nevertheless, the series continues to push boundaries through initiatives like Formula E: Accelerate, an esports competition where top sim racers compete on virtual tracks for a chance to test real Formula E cars.
By streaming MLS games directly within EA Sports FC Mobile, EA is giving fans the chance to experience live sports while also participating in an interactive environment. No longer just a broadcast, the partnership will allow viewers to play along with the game, earn in-game currency, and gain access to exclusive content.
In a sense, the boundaries between sports media and video games are becoming increasingly blurred. And for sports leagues, this presents a new opportunity to connect with fans and keep them engaged for longer periods.
A new revenue stream for sports broadcasting
Historically, EA’s FIFA franchise has been a behemoth in the world of sports video games, but the mobile segment has been an area of slower growth.
By introducing live sports content within its EA Sports FC Mobile app, the company is attempting to bolster its mobile gaming experience and drive monetisation through in-app purchases, season passes, and advertisements.
Moreover, the introduction of a paid season pass marks a significant shift for EA. While in-game purchases and microtransactions have long been a staple of mobile gaming, this is the first time EA is offering a subscription-based model for the franchise. The season pass will not only provide access to exclusive in-game content but likely help EA offset the underperformance of its flagship EA Sports FC franchise.
By embedding sports broadcasts into the mobile app, EA can also attract advertising revenue from brands eager to reach a highly engaged audience of sports fans.
For MLS, this partnership represents an opportunity to capitalise on a previously untapped revenue source: the intersection of gaming and live sports content. In addition to attracting new fans through gaming, MLS can use this platform to push its own digital subscription services, such as the MLS Season Pass.
For fans who engage with the live stream in the app, the incentive of a free one-month trial to the Season Pass is a powerful call to action, likely converting casual viewers into paying subscribers.
A cloud-driven future?
As EA and MLS experiment with live-streaming soccer games within a mobile game, it’s impossible to ignore the larger trend at play: the future of sports broadcasting is increasingly tied to cloud technologies.
Now, leagues must think about how their content can be accessed across a variety of digital devices and platforms. Cloud gaming, in particular, offers a glimpse of what’s to come. Platforms like Google Stadia, Xbox Cloud Gaming, and PlayStation Now have already demonstrated the power of streaming games directly from the cloud, and it’s only a matter of time before sports content follows suit.
EA’s collaboration with MLS could be a precursor to an even more integrated future where fans can access live games, esports events, and gaming experiences all through a single cloud-based platform.
