The Latest Development in EA Sports’ NHL 25
The GIST: Last Thursday marked the launch of NHL 25, the latest installment of EA Sports’ annual hockey video game, which has made headlines by including players from the Professional Women’s Hockey League (PWHL) for the first time. The GIST had the opportunity to speak with Andrea Hopelain, EA Sports’ brand general manager and SVP, to gain insights into the company’s effective strategy of integrating women athletes into its games. This approach notably resonates with the company’s Gen Z demographic.
Exciting Updates from EA Sports
Alongside the release of NHL 25, which collaborates with PWHL athletes to create authentic in-game movements, EA Sports has also worked to incorporate women referees and announcers into its popular NFL Madden franchise. The company first introduced female athletes in its soccer series with FIFA 16, although it took several years before international teams and leagues joined the fray.
- EA Sports made significant strides by incorporating women players into its Ultimate Team mode for the first time in EA FC 24. This groundbreaking feature allows players to assemble teams consisting of both male and female athletes. Within just the first month of release, over 357 million online Ultimate Teams featured at least one woman player, with many fans acknowledging that the game increases awareness of women’s soccer.
Understanding the Driving Forces
Hopelain pointed out that gender participation in EA games is fairly balanced, countering the stereotype that gaming primarily attracts male audiences. She emphasized that the values of equity and inclusion held by Gen Z align with EA’s commitment to featuring women athletes, which is critical considering that one-third of gamers in the U.S. belong to this younger generation.
- Additionally, EA discovered that both Gen Z and Gen Alpha gamers enjoy playing sports online and then engaging in those sports in real life. This connection suggests that the inclusion of women’s sports in gaming could inspire increased participation on fields and rinks across the country.
Tapping into New Opportunities
According to Hopelain, half of sports fandom is cultivated by age 14, meaning the younger generation’s early involvement with gaming provides EA Sports with a unique chance to influence their sports allegiance. In the realm of women’s sports, it’s less common for families to inspire a generational fandom, creating a significant opportunity for EA cover stars to gain traction and support among new fans.
