### Summary
AI, augmented reality, and blockchain were utilized during the 2023 FIFA Women's World Cup to create engaging ads, games, and social media content. Various companies incorporated these technologies to enhance fan experiences and promote their brands.
### Facts
- Orange's ad for the French national team used deepfake technology with AI to address sexism in soccer, garnering viral attention.
- Cadbury's "Cheer and a Half" campaign allowed fans to create posters of their favorite athletes using an AI image tool.
- Futureverse created a mobile game in collaboration with FIFA, where players can create AI-generated characters to compete against each other.
- AI tools were employed by FIFA to analyze social media platforms and protect players from abusive posts.
- Globant, an AI company, sponsored the Women's World Cup as part of a broader deal with FIFA, aiming to integrate new tech into sports.
- Snapchat utilized augmented reality features during the tournament, including allowing fans to try on team jerseys and transforming players into Bitmoji characters.
- Blockchain-based gaming company Matchday created a Matchday Challenge in partnership with FIFA, offering soccer fans the chance to win player cards.
- Tech companies, especially B2B companies, are increasingly seeking opportunities to be associated with sports events for brand exposure and credibility.
### Emoji
- 🤖: AI-driven ads and campaigns
- 🖼️: AI image tool
- 🎮: AI-generated players in mobile game
- 📱: Social media content moderation using AI tools
- 📸: Augmented reality features and lenses
- 🔗: Blockchain-based gaming competition
- 💼: High-growth SAAS companies sponsoring events
- 💪: Promotion of diversity and equality in women's sports
The world's first global AI football league, created by One Future Football, features virtual teams and players competing in a 22-round season, with matches broadcast on social media platforms and the league aiming to engage with young fans in a new way and unlock football fandom worldwide.
EA FC 24, the first installment of the rebranded football game series formerly known as FIFA, offers stunning visuals, improved gameplay, and an overhauled Manager Career mode, but lacks substantial changes on the pitch.
EA Sports FC 24, the latest FIFA game for the Nintendo Switch, runs on the Frostbite Engine and offers an improved Ultimate Team mode, signaling a departure from the previous legacy editions. The game runs at 30 frames per second with a maximum resolution of 1080p in docked mode and 720p in handheld mode. EA Sports plans to provide ongoing support and updates for the Switch version, similar to other platforms, and the possibility of a Switch 2 version in the future remains open.
Electronic Arts has pulled all previous FIFA games from digital storefronts ahead of the release of EA Sports FC 24, the newest game in the series, indicating that the removal may be permanent as the FIFA license was abandoned amid renewal negotiations.
EA Sports FC 24, despite its high sales, has seen a 30% decline in physical sales compared to FIFA 23, with the Switch version being the only platform to show a slight increase.
EA is developing a turn-based strategy game called EA Sports FC Tactical, which offers simulated soccer matches focused on in-game strategies and team management rather than player-controlled actions, and will include over 5,000 licensed players and customizable features.
EA Sports is releasing a new turn-based RPG-like soccer game called FC Tactical, featuring special moves and over 5,000 authentic players across various leagues, launching in 2024.
