EA SPORTS App

The challenge

EA's relationship with sports fans has traditionally lived inside its games. The rest of a fan's football life, following teams and players, checking scores, watching highlights, debating results with friends, happens out of game, and out of EA's reach. The EA SPORTS App set out to capture that out-of-game time: a year-round home for the real world of sport, where fans follow, predict, play, and earn rewards between matches and between titles.

The approach

• Lead a global team of designers, product leads, developers, project managers, and strategists building the EA SPORTS App natively across iOS and Android.
• Designed the app around the arc of a real match day: match predictions before kickoff, a live Match Center and virtual play-by-play during the game, polls and card-collector-style Moments after the final whistle.
• Shipped a revival of Sensible Soccer as a playable in-app experience timed to the 2026 World Cup, driving a massive uptick in session times, especially among UK players.

Key features

Moments

An AI-driven prediction experience built on a purpose-built engine that reads the narrative around each fixture alongside live match data to generate contextual, match-specific predictions at scale. Fans aren't just calling final scores, they're calling the moments that define a match: the first goal, a record-breaking performance, a breakout debut. Correct calls build into a personal collection, a timeline of the matches each fan lived through.

Match Center

A live home for every fixture: real-time scores, commentary, line-ups, polls, and stats in one place, with play-along experiences launched straight from the match you're following.

Virtual Play-by-Play

Key moments of a live match recreated as a virtual broadcast, letting fans relive a goal seconds after it happens, backed by live match data like expected-goals charts.

Post-Match Polls

The full-time debate, built into the app: vote your player of the match and see the community's verdict live, so the conversation after the whistle happens where fans just watched the game.

XP & Streaks

Every prediction, poll, and play earns XP, building accuracy stats, streaks, and standing against other fans, the thread that turns one match into a season-long habit.

Sensible Soccer

A mobile revival of the cult-classic arcade game, faithful to the original's iconic one-button controls but rebuilt for modern touchscreens. Sensi gives fans a playful, low-barrier way to connect with a match before kickoff, discovering the players, teams, and rivalries they'll follow through the tournament.

Impact