ESPN and EA game for partnership

Regional - ESPN STAR Sports and interactive entertainment software company Electronic Arts (EA) have announced their collaboration on a new gaming program called ‘Game'.

The weekly hour-hour show is hosted by Drinie Aguilar (pictured) and includes content that brings gaming and real-life sports together with segments like behind-the-scenes features, stories about athletes and match simulations that aim to predict the outcome of sporting events. So far, the show has been launched on STAR Sports' SE Asia, Singapore, Asia and Hong Kong networks, with the India, Taiwan and Pacific Rim networks soon to follow.

"EA and ESPN are already partnering for in-game integration of ESPN broadcasting, and this pan-regional initiative in Asia Pacific will go a long way to help grow our EA SPORTS franchises among Asian consumers and raise visibility for the brand," Jon Niermann, president, EA Asia Publishing said.

"By leveraging our pan-regional reach, we're confident this partnership will address the needs of our clients and provide them with the right avenue and platform to reach their target audience -- this partnership is certain to extend our reach to more viewers for sports entertainment by leveraging on the synergy between sports and gaming," Charles Less, senior VP, advertising sales for SE Asia ESPN STAR Sports said.