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Investing.com -- Electronic Arts (NASDAQ:EA) has announced its agreement to acquire TRACAB Technologies, a leader in advanced sports optical tracking and analysis solutions. The acquisition is expected to bolster EA’s ability to create realistic and immersive sports experiences in their games.
The acquisition aligns with EA SPORTS’ commitment to innovation and advancement in sports simulations. Over the past few years, EA SPORTS has invested in technology and capabilities that enhance authenticity and immersion in their games. Their solutions utilize large volumes of real-world data to inform Artificial Intelligence (AI) and machine learning models, which power improvements in gameplay and animation capabilities.
EA SPORTS expects that TRACAB’s technology will allow them to create lifelike animations and simulate real-world action with increased accuracy. It will also enable EA SPORTS to generate near real-time insights for media broadcast teams, referees, players, coaches, and fans, thus enhancing the overall sports experience.
Cam Weber, President of EA SPORTS, highlighted the importance of data in advancing sports experiences, stating that TRACAB will bring best-in-class capture and data technologies directly into EA SPORTS’ portfolio. He also expects TRACAB’s technology and expertise in live event data to accelerate new features in the EA SPORTS App.
Martin Brogren, GM of TRACAB Technologies, expressed excitement about joining EA SPORTS. He believes that with EA SPORTS’ resources and commitment to innovation, TRACAB can contribute to creating more immersive and dynamic experiences for sports fans globally.
The acquisition is expected to close in EA’s first fiscal quarter of FY26. EA SPORTS also anticipates that TRACAB will support their vision for the EA SPORTS App to become the leading interactive sports platform in the world.
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