EA is releasing a new social app that combines its sports game technology, Ultimate Team features, and live sports.

EA is set to introduce a groundbreaking social app that aims to blend real-life sports with its virtual sports game technology. Revealed during the company's Investor Day, the app will operate similarly to popular sports platforms like ESPN, offering news, scores, stats, and highlights. What sets it apart, according to Chief Experiences Officer David Tinson, is its integration with EA's various sports titles, offering features like unlocking Ultimate Team rewards through in-app activities.

Tinson emphasized that the app's core appeal lies in combining in-game rewards with fan interaction. "Our goal is simple: with the right products and capabilities, we can capture a significant amount of valuable consumer attention at a fraction of the cost, Tinson noted. 

The app will leverage EA’s sports tech, using its EA Sports FC engine to seamlessly convert real-life moments into virtual highlights that can be viewed from multiple angles. It also includes predictive simulations, allowing fans to explore scenarios like “who would win between the '85 Bears and the '07 Patriots.

Generative AI plays a major role in the app, allowing users to generate unique simulations and experiences. Tinson revealed that the app will initially focus on soccer, expanding later to include other sports like the NHL, F1, and NCAA Football.

The EA Sports app will have a soft launch this fall and will be available on iOS and Android. Meanwhile, EA Sports FC is set to enter early access this week, with a full release on September 27.