For three decades, the name FIFA has been synonymous with video games to real-life football. However, that just changed.
EA Sports FC, the latest incarnation of the football simulator, launched last week with a brand new name, shying away from an illustrious partnership with the football governing body that saw EA Sports and FIFA dominate electronic sports.
The game developer moved away from the shadow of the football governing body due to a reported dispute over the licensing fees for using the Fifa name.
Since the 1990s, the game has been the top-selling franchise in the UK and an expert notes that the magnitude of the rebranding is “unheard of.”
Transitioning away from the name and the associated brand recognition is a significant risk.
This could be the most extensive rebranding effort in the history of entertainment.
Graham Sykes, executive creative director of design and branding company Landor & Fitch, says the decision poses significant challenges.
“You are removing the watermark of authenticity from a flagship title, which is a big concern for fans,” he said.
Considering the extensive economic ecosystem surrounding the game, with lots of related content being generated around it, the move is termed unprecedented
According to Sykes, for it to be a success, we have to wait for the reactions of fans when the game goes on sale.
“To have been that consistent and successful for 30 years, to have transcended advancements in technology like the invention of social media, it speaks to just how strong this fanbase is. We will know in week one,” he added.
With so much focus on the rebrand, it’s not surprising that the actual game itself has received less press attention compared to previous releases in the series.
Reviewers have generally been positive, with aggregator site Metacritic awarding the title a score of 77 out of 100.
Games Radar said it was “the most playable Fifa in years,” and described it as an encouraging start for the EA Sports FC franchise.
Others like Video Games Chronicle argued that EA Sports FC 24 isn’t what they hoped for.
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Regardless of the actual gaming experience, there are significant selling points of this series throughout history.
The franchise is the title with the best access to football licenses that is from player likenesses, precise replica kits and stadiums.
An element that remains unchanged in EA Sports FC is the Ultimate Team game mode.
Ultimate Team gives players the ability to collect players and items to build a dream team and compete with other players across the world.
As for the rebrand itself Cam Weber, the boss of EA Sports, says that when it came to the point where EA and Fifa realised they wanted to move in different directions, the emotions kicked in.
“There was a nervousness because it’s a brand we’ve invested in for thirty years and now we have to build out our own one,” Weber explained.
EA Sports FC 24 is set to be released on Friday, 29 September.
One noticeable difference in the Ultimate Team mode for EA Sports FC 24 is the inclusion of female players for the first time.
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Former England and Arsenal striker Kelly Smith is the first female icon to be featured in the title.
“For women to be playing alongside men, for young kids to see females in the game, it’s what we’ve needed for some time. This gives the women’s game a platform it fully deserves,” she said.
Graham Sykes has been impressed with EA’s initial steps in this significant rebranding effort.
However, the first week’s response will be crucial in determining how well the transition has been accepted.
