News
NBA Live 07
will show gamers why EA entered the 15 year partnership with ESPN
by
Dakota Grabowski
Can EA continue to use the ESPN branding effectively? Or will it turn out to be a partnership gone sour?
Electronic Arts is
taking the next step with their partnership with ESPN. With the integration of
the ESPN brand name into their video games, EA is responsively taking sports
video games into the next-generation of gaming. When will this leap occur? In
only a few days, EA will take their games to the next echelon with the release
of NBA Live 2007.
When EA bought the rights to the ESPN name and created the partnership that is slated to last for over 15 years, it was only a matter of time before EA decided to concentrate on advertising the ESPN name in all different manners. They first started off with the just slapping the name on the back of the box and then came the infamous ESPN ticker at the bottom of their screens. EA continued to find new ways to implement the name into their sports video games and for NBA Live 2007, it’s going to be a whole new approach.
NBA Live 2007 is
going to introduce gamers to the world of sports television through Xbox Live.
Technically it’s through the EA servers, but you’ll need Xbox Live to receive
every single benefit of the ESPN integration. First off, there will be the ESPN
ticker at the bottom of the screen in almost every menu to keep you up to date
on what’s happening in the world of sports.
After watching the scores scroll by, you’ll have the opportunity to listen to
ESPN radio with streaming podcasts. These podcasts include and are not limited
to Mike & Mike in the Morning and The Dan Patrick Show. Every 20
minutes, there will be a 2 minute radio podcast to upload to your Xbox 360 to
update yourself with the news from ESPN’s Radio Sportscenter.
It doesn’t stop there with podcasts, ESPN is also allowing EA to include video footage from their television programs like Pardon the Interruption, Around the Horn, and a few other Original programs. For all those NBA fans out there, EA is also putting up highlights and clips from games broadcasted on ESPN for everyone to download.
When I spoke to an
EA representative at EA Canada, they mentioned the possibility of even including
the ESPN Insider subscription service into their video games. This would be a
huge draw for gamers that don’t want to log onto their computers to find the
inside scoop and would rather seamlessly find out through Xbox Live.
Think about it, all the ESPN news will be at your fingertips through the click
of a button. One thing I must add, EA is still concentrating on implementing
ESPN into their games outside of just online purposes. EA will include the ESPN
Rumor Mill, inside analysts for draft reports for the respective sports like
they did with Mel Kiper Jr. for NFL Head Coach, and the presentation of
menus is looking sleek and clean too.
There are no doubts that EA is taking their games into the next-generation with
their ESPN integration. One can only imagine when they decide to recreate
Sportscenter through their dynasty modes. Who wouldn’t want to have the news
and injury updates provided through video rather than reading boring text? Be
on the lookout for NBA Live 2007 when it releases September 25th.
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