EA Sports Brings Match Day Magic To Life in FIFA 23 Farewell

Final ad under FIFA name looks beyond stadiums to celebrate die-hard fans

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With the final whistle sounding on EA Sports’ flagship soccer game with the Sept. 30 release of FIFA 23, the publisher is marking the end of an era with an ode to its die-hard fans.

In 2023 the annual IP (which has topped gaming charts since 1993) will become EA Sports FC, having failed to extend its close to 30-year licensing deal with soccer’s global governing body.

It’s bowing out spectacularly with an ad from Wieden+Kennedy that delivers a homage to the games fans, evoking how it feels to love a soccer team heart and soul.

Inspired by upgrades, including new tech which ups the level realism during gameplay, the spot taps into the concept that FIFA is much more than a game: like football itself, it comes complete with the same emotions, exhilaration and connection of a real match day.



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