1. Impact of multiple connected devices on game
creation?
Rick Stringfellow
Exec. Art Director
EA Sports.

2. EA Today

3. EA Built on big brands.

4. EA Sports – AAA titles!
FIFA Soccer
Madden Football
NCAA Football
NBA
NBA JAM
SSX
Fight Night
NHL Hockey
Tennis
NFL Blitz
Tiger Woods
+ Several New IP Titles

5. EA Sports – almost any platform

6. Platform Progression
“Predictable”
“Less Predictable”

7. EA Sports – Digital Content
Authenticity = accuracy = brand strength
Skin must look real – shaders (tweaked per platform)
Motion must be accurate
Skeletons must be proportioned - male & female
Kits must be accurate
Grass must look like grass
Include past and present athletes
Everything must look as real as possible
“Cinematic Photo Realism”

8. EA Sports – Lots of content!
• Show and talk about FIFA

9. Complexity of FIFA (example)
Simple Statistics:
• Over 10,000 Players in the database
• Over 3,000 animations
• Over 2,000 Unique Kits
•100’s of locations built
Average game ships with over 25,000 Digital Assets

10. EA Sports – Authenticity!
• Show and talk about FIFA

11. Simple Math
Our challenge now is to Digitally ship & manage:
25,000 Digital Assets * 9 platforms * 18 different games per year =
4,050,000 Assets

12. EA Sports – Authenticity!
• Show and talk about FIFA

13. Tools & Systems
CONTENT CREATION
Get a computer to Get the consumer to
Build it yourself
build it build it.
Local OS
$ Cost of content per unit
$ Cost of tool/system development

14. EA Sports – GameFace!

15. AAA?
Anyone, Anywhere, Anytime?