This spring, Electronic Arts opened an in-house production facility at its Redwood City, Calif., headquarters. Its goal: to produce content that can rival NFL and NBA broadcasts.
At the direction of EA head of broadcast, Joe Lynch, the company converted a cluster of cubicles on the ground floor into two studios and a control room. And while EA has hosted a handful of Madden tournaments and FIFA-related shows since it opened in March, Lynch says his team is “still breaking it in.”
Lynch’s team has been throwing things at the wall, experimenting with new production technologies and forms of storytelling. Previously, EA had produced all of its shows from remote locations, which cost the company both time and money when it came to setting up, rehearsing and breaking down—to say nothing of impeding the broadcast team’s ability to iterate. Now the team has been infused with a new sense of freedom to create.
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