EA Sports is a brand of Electronic Arts that creates and develops sports video games. Formerly a marketing gimmick of Electronic Arts, in which they tried to mimic real-life sports networks by calling themselves "EA Sports Network" with pictures or endorsements of real commentators such as John Madden, it soon grew up to become a sub-label on its own, releasing game series such as NBA Live, FIFA, NHL, Madden NFL, and NASCAR. The best selling EA Sports series is the FIFA series with over 100 million units sold.
Most games under this brand are developed by EA Canada, the studio of Electronic Arts in Burnaby, British Columbia, as well as at EA Blackbox, Vancouver, British Columbia and EA Tiburon in Maitland, Florida. EA Sports mainly competes with 2K Sports.
EA Sports' motto is It's in the game. This tag line, strategized by Don Transeth, written by Jeff Odiorne and Michael Wilde, and delivered by the voice of EA Sports, Andrew Anthony, has become a cultural rallying cry throughout the sports universe.
Unlike some other companies, EA Sports has no special ties to a single platform, which means that all games are released for the best-selling active platforms, sometimes long after most other companies abandon them. For example, FIFA 98, Madden NFL 98, NBA Live 98, and NHL 98 were released for the Sega Genesis and the Super NES throughout 1997; Madden NFL 2005 and FIFA 2005 had PlayStation releases in 2004; and NCAA Football 08 had an Xbox release in 2007. Madden NFL 08 also had Xbox and GameCube releases in 2007, and was the final title released for the GameCube, with Madden NFL 09 following as the final Xbox title. Additionally, NASCAR Thunder 2003 and NASCAR Thunder 2004 were released not only for the PlayStation 2, but for the original PlayStation as well. The EA Sports brand name is used to sponsor English Football League Two team Swindon Town F.C. from 2009â€“10 season onwards and the EA Sports Cup in Republic of Ireland.