United States: EA SPORTS™, a label of Electronic Arts Inc. , and Orad Hi-Tec Systems Ltd. have worked together to bring EA SPORTS Virtual Playbook and its powerful digital capabilities to global football broadcasters. The joint solution will be demonstrated at Orad’s booth (SL6514) at the NAB Show in Las Vegas April 11-14.

The award-winning technology, first introduced by EA SPORTS in North America in 2008, allows broadcasters to re-create specific sports situations using core EA SPORTS game technology to generate an “augmented reality” that provides unique insight, education and analysis on key plays and techniques.

With this new exclusive agreement covering global markets outside of North America and the UK, EA SPORTS Virtual Playbook will merge the depth and realism of the EA SPORTS FIFA videogame – complete with industry-leading graphics and authenticity – with Orad’s advanced virtual studio and camera tracking systems. This will allow broadcasters to enhance their sports broadcasts and allow in-studio hosts to analyze plays and game conditions alongside virtual players before the match, highlighting formations and scenarios, and providing viewers with a new level of connection to the beautiful game.

The physical in-studio or on-field camera and the virtual game camera are tied together, ensuring that every one of the physical camera’s movements automatically affects the virtual camera in real time. The composite of the digital and physical elements enables the real-life TV hosts to interact with the virtual football players within the broadcast whether they are in-studio or on location.

Avi Sharir, CEO and president of Orad, said, “This synergy between our two leading-edge companies will provide broadcasters a new and exciting way to develop immersive, rich broadcasts, appealing to a broad demographic of viewers.”

“EA SPORTS Virtual Playbook has already expanded the impact of our innovative technology beyond videogames and helped to demonstrate our leadership in sports entertainment,” said Todd Sitrin, group vice-president of marketing with EA SPORTS. “We’re excited to work with Orad to bring an entirely new level of excitement and realism to football broadcasting globally.”