Game technology reaches new audience

Electronic Arts
Media Release

16 October 2003

Game technology reaches new audience

Electronic Arts (EA) announced today a broadcasting partnership with TVNZ during the Rugby World Cup. TVNZ will be utilising EA Sports™ Cyberstator technology during its World Cup broadcasts to assist announcers with pre and post match commentary.

This technology will come from EA’s number one selling game EA Sports™ Rugby 2004. Game content will assist the TVNZ commentary team with game analysis of team strategies. It will also give the viewer the chance to see predicted match results, key moments and “what if” scenarios.

EA Sports™ licences its Cyberstrator technology to various television networks around the world to help illustrate games effectively to the viewer at home. This will be the first time this type of technology will have been seen by New Zealand television viewers.

"I think we've done a great job bringing our technology to the world of sports," said Mike Wynands Managing Director of Electronic Arts (NZ). "Our products have an unsurpassed reputation, and they're something that people of all ages can relate to.

Wynands adds “The initiative sees a convergence of traditional sports broadcasting and with our own game intellectual property. It not only adds a new dimension for commentary teams, but it gives the consumer an innovative way to view match coverage”.

TVNZ spokesperson Alistair Duff acknowledges that introducing the EA Cyberstrator as a component within the Rugby World Cup telecasts enhances the viewer experience and equally allows a greater level of game analysis. TVNZ is delighted with the partnership in what will be the first of many ventures.

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