>> WELCOME BACK TO
CHEDDAR EVERYONE A YEAR AGO
TODAY ON THE DAY THE
CORONAVIRUS WAS DEEMED A
PANDEMIC UTAH JAZZ STAR RUDY
GO-BEAR TESTED POSITIVE FOR
COVID 19 EFFECTIVELY SHUTTING
DOWN THIS PORTS WORLD BUT AS A
REAL
SPORTS THAT REMAINED ON THE
SIDELINE SPORTS VIDEO GAME
FRANCHISES LIKE MADDEN AND
BEFORE THEY TOOK OVER THE
SPOTLIGHT. JOINING US NOW IS
ANDREA HOPE PLAN WAS THE SVP OF
GLOBAL BRAND MANAGEMENT WITH
YOU SPORTS GREAT TO HAVE YOU
WITH US TO DAY HOW
MUCH HAVE SALES FOR YOUR VIDEO
GAME FRANCHISES JUMP DURING THE
PANDEMIC ESPECIALLY WHILE TEAMS
WERE OUT OF ACTION DURING THE
EARLY MONTHS.
>> HEY BY
GREAT TO YOU'RE RIGHT. THIS IS
SUCH A GOOD BUT ALL AND
POWERFUL MOMENT, A SPORTS OVER
THE LAST YEAR WE REALLY BECOME
THE DESTINATION SPORTS AND
SPORTS FANS AND WE
HAVE SEEN REALLY SIGNIFICANT
GROWTH IN OUR WE'VE HAD MORE
THAN 230 MILLION PEOPLE PLAY
AND WATCH OUR SPORTS CONTENT
OVER THE LAST YEAR. CERTAINLY
OKAY AND SO WHAT ARE THE NEW
WAYS THAT.
>> GAMERS ARE ENGAGING WITH EA
SPORTS TITLES RIGHT NOW AND HOW
YOU RECOGNIZE THAT THERE WAS
NOT ONLY MORE DEMAND FOR THE
TITLES BUT ALSO FOR THE
TYPE OF FUNCTIONALITY AND
FEATURES THAT SHOULD ALSO BE
THOUGHT ABOUT AND COULD PROPEL
THE BRAND AND ACCELERATE THE
BRAND TO EVEN MORE GROWTH DOWN
THE LINE.
>> YEAH, I MEAN SPORTS IS
REALLY OF ALL TIME MILLIONS
HAVE ENGAGED WITH SPORTS OVER
THE LAST YEAR WE'RE SITTING
REALLY AT THAT UPPER CENTER AND
ON THAT THE CENTER'S REALLY
REVOLVING AROUND WHAT I WOULD
SAY THESE 3 KEY TRENDS. THE
FIRST IS THAT A SHIFT IN
CONSUMPTION FROM LINEAR
TO ENTER ACTIVE AND THE SECOND
IS THE SHIFT IN SOCIAL
INTERACTION FROM PHYSICAL TO
DIGITAL IQ TYRION SAYS AND THEN
THE 3RD IS REALLY DOES
THE DESIRE FOR MORE COMMUNITY
BASED AND COMMUNITY CONTRIBUTED
EXPERIENCES AND SO AS WE THINK
ABOUT THOSE 3 TECH TRENDS.
WE REALLY HAVE EVOLVED SOME OF
THE WAY WE THOUGHT ABOUT HOW WE
BUILD IT EXPERIENCES TO LEAN
INTO
THESE TRENDS. THE YARD 5TH TO
STAY IN PLAYER
GREAT EXAM, AND I THINK
PROBABLY THE MOST POINTED
EXAMPLE IS WHAT WE RECENTLY DID
WITH MADDEN NFL 21 AT THE
PRO BALL. AND THIS IS A MOMENT
WHERE YOU KNOW AS WE KNOW
THE EXPERIENCE IN PERSON WITH
CANCELED THIS YEAR AND A SPORTS
FANS ARE REALLY UNIQUE WAY TO
EXPERIENCE THE ANNUAL TRADITION
IN A WAY THAT ONLY MADDEN
COULD DELIVER AND SO WE TOOK
THE NFL'S OFFICIAL PRO BOWL
ROSTER AND INTEGRATED INTO THE
GAME INTO END BUILT THIS
MATCHUP AND WE ENLISTED AND PRO
AND PRO NFL PLAYERS AS WELL
FAMOUS FANS FROM SPORTS AND
MUSIC FOR A HEAD TO HEAD SHOWED
UP AND AND THIS WAS A
TREMENDOUS EXAM, ALL OF OUR
ABILITY TO DELIVER THESE TYPES
OF EXPERIENCES.
>> AS I THINK ABOUT THE HOLIDAY
PERIOD AS WELL YOU HAVE NUKES
CONSULS FROM SONY
AND MICROSOFT THAT TOOK
THE PAINTINGS NEARBY STORM CAN
YOU QUANTIFY
FOR US HOW SIGNIFICANT THOSE
CONSOLE RELEASES WERE TO THE
BOTTOM LINE FOR AS WELL.
>> WE'VE WE'VE SEEN GREAT
ATTACH
RATES FOR BOTH MATT AND SEE US
THROUGH THE LAUNCH OF GEN 5
CONSULS THE X BOX SERIES X AND
THE PLAYSTATION 5. IT'S BEEN A
PRETTY SIGNIFICANT
ACROSS THE BOARD AND WE'RE
EXCITED TO SEE OUR AND ENGAGING
IN ALL OF THE NEW MERGED AND
ALL OF THE NEW FEATURES THAT
WE'VE BEEN ABLE TO DELIVER
SMIDGEN 5.
>> EARLIER THIS YEAR IS SPORTS
ANNOUNCING IT'S
REBOOTING ITS COLLEGE FOOTBALL
FRANCHISE WAS THIS RESULT OF
RECENT MOMENTUM LEGAL
PROCEDURES OR PERHAPS EVEN
BOTH.
>> WE'VE SEEN
SIGNIFICANT SIGNIFICANT AND
DEMAND AND FAN, YOU KNOW AND
WISHES TO RETURN TO COLLEGE
SPORTS AND SO WE'RE REALLY
EXCITED TO BRING THIS CAN
EXPERIENCE. OBVIOUSLY WE'RE
PARTNERING WITH
THE SEALS SEE TO SECURE ALL OF
THE DAY THE GREAT EXPERIENCES
THAT WILL BE ABLE TO MAKE US BE
ABLE TO DELIVER AN AMAZING
EXPERIENCE FOR OUR PLAYERS INTO
THE FUTURE.
>> WE DO KNOW THAT THE MADDEN
FRANCHISE IS KNOWN IN AND FOR
ITS TOURNAMENT AS WELL HOW WILL
TOURNAMENT'S LOOK DIFFERENT
POST-PANDEMIC.
>> YOU KNOW WE'RE CONTINUING TO
EXPLORE WE HAVE A LOT OF IDEAS
AND A LOT OF OPPORTUNITIES
AHEAD 4 PLAYER INTERACTION AND
PLAYER CONTRIBUTION AS WE LOOK
AT THESE THINGS.
>> OKAY ALL RIGHT WE'LL BE
STANDING BY I MEAN DO YOU
IMAGINE THOUGH THAT WILL
BE GETTING TO BACK TO IN PERSON
MADDEN COMPETITIONS AND
IF SO YOU KNOW IS THAT
SOMETHING THAT HAPPENS THIS
YEAR IS THAT NEXT YEAR OUT OF
AN ABUNDANCE OF CAUTION.
>> YEAH, WE CERTAINLY HOPE SO,
BUT OF
COURSE WE WE'LL BE ALL OF THE
LOCAL AND CONTROLLABLE
GUIDELINES SOME RETURNED TO
SPORT AS
SAFELY AS POSSIBLE BY A ME TOO
CAN'T WAIT TO BE ABLE TO BRIDGE
THE FISH. IT PHYSICAL AND
DIGITAL AGAIN.
>> YOU KNOW I I CERTAINLY WANT
TO CELEBRATE THAT THE
ROLE THAT YOU REALLY PIONEER
FORWARD OVER AT ESPECIALLY
GIVEN THE
FACT THAT WHEN WE THINK ABOUT
THE BROADER
GAMING SPACE. MORE WOMEN
EXECUTIVES ARE NEEDED AND YOU
ARE ONE OF THE SENIOR VICE
PRESIDENT OVER AT
A GLOBAL BRAND AND ESPORTS I
WONDER FROM YOUR PERSPECTIVE,
YOU KNOW HOW YOU CONTINUE TO
MAKE SURE THAT THERE
IS A DIFFERING PERSPECTIVES,
THERE ARE DIFFERENT
PERSPECTIVES THAT ARE INCLUDED
INTO THE PRODUCT PROCESS.
THE
DEVELOPMENT OF EVEN
TOURNAMENT'S
LIKE MADDEN AND ALL OF THE
DIFFERENT WAYS THAT A GAMING
COMPANY CAN GO OUT INTO THE
PUBLIC AND MAKE SURE THAT
EVERYONE FEELS INCLUDED WITH
WHATEVER THAT PRODUCT IS.
>> THANK YOU. YES, WE NEED MORE
DIVERSE VOICES, NOT LESS YES
AND MORPHINE FEMALE LEADERS
ALLOW US TO BRING MORE
INNOVATION MORE CREATIVITY MORE
DESTRUCTION TO ARTS SYRIAN SAYS
WE HAVE ABOUT 50% OF
OUR PLAYER BASE AS FEMALES AND
SO I ABSOLUTELY SEE IT AS
AN HOUR FORTUNA T IN A ROLL OF
MINE TO DRIVE FOR STRONGER
INCLUSION AND REPRESENTATION
AND THE EXPERIENCES
WE CREATE THE PROTAGONISTS ME
YOU KNOW WE SHOW SHOWCASING OUR
PRODUCT AND
OUR MARKETING. SO I HOPE YOU'LL
SEE A LOT MORE OF THAT FROM ME
AND THE LEADERSHIP THAT WILL
BRING TO
THIS ORGANIZATION.
>> CERTAINLY AND