EA details how inclusion of women athletes resonates with the next generation of gamers

The GIST: EA Sports’ annual hockey video game NHL 25 launched an update last Thursday that included PWHL players for the first time. The GIST spoke with EA sports brand general manager and SVP Andrea Hopelain last week to gain insight on the company’s success incorporating women athletes in its games, a strategy that resonates strongly with its Gen Z players. GG.

The updates: In addition to the release of NHL 25, which worked with PWHL players to create realistic in-game movements, EA has made an effort to include women referees and announcers in its NFL Madden franchise. The company first added women athletes in its soccer offering FIFA 16, but it took years for EA to add international teams and leagues.

• However, the brand integrated women players in its Ultimate Team setting for the first time in EA FC 24, allowing players to play with a team of men and women. Within the first month of release, there were over 357M online Ultimate Teams with one or more women’s players, and a majority of fans believe the game drives overall awareness of women’s soccer.

The why: Hopelain said there’s fairly even gender participation across all EA games, challenging the myth that video games predominantly field interest from men. She also mentioned that Gen Z’s values of equity and inclusion align with EA’s commitment to include women athletes, which is important when a third of Zoomers in the U.S. are gamers.

• EA also noted that it’s found Gen Z and Gen Alpha like to play sports online, then pick up those same sports IRL, which means including women’s sports could also boost participation rates on the field and at the rink. An apple a day…

The opportunity: Hopelain explained 50% of sports fandom is being defined by age 14, and with the younger generation’s early exposure to gaming, EA Sports has an opportunity to shape their fandom before anyone else. In women’s sports, it’s less likely for family and parents to inspire generational fandom, meaning there’s plenty of room for EA cover stars to win them over first.