EA Acquires TRACAB Technologies as It Looks to Move Beyond Games

04/02/2025

EA Acquires TRACAB Technologies as It Looks To Move Beyond Games EA believes TRACABs sports tracking/analysis technology will help to make the EA SPORTS App the leading interactive sports platform in the world. By Jason Dachman, Editorial Director, U.S.

Tuesday, February 4, 2025 - 2:16 pm

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Electronic Arts has reached an agreement to acquire TRACAB Technologies, a provider of advanced sports optical tracking and analysis solutions. The acquisition is expected to close in EA's first fiscal quarter of FY26. TRACAB became its own standalone entity in 2021, when the company then known as ChyronHego split its portfolio into three independent corporate brands - Chyron, Hego, and TRACAB. The acquisition, for which terms were not disclosed, is expected to close in EA's first fiscal quarter of 2026.

EA Sports will leverage TRACAB's technology and teams as it continues to harness advanced AI, machine learning, and real-time sports data to advance how the company creates lifelike animation and simulates real-world action. Looking ahead, EA says it expects TRACAB to support how the company is moving beyond games its vision for the EA SPORTS App to be the leading interactive sports platform in the world.

Data is at the center of every meaningful advancement in the world of sports today, and as EA SPORTS leads the future of interactive sports experience through the use of more and more real-world data, and TRACAB will bring more best-in-class capture and data technologies directly into our portfolio, says Cam Weber, President of EA SPORTS. As we continue to evolve our EA SPORTS experiences into living, breathing simulations of sport, we expect TRACAB's cutting-edge technology and expertise in live event data combined with our game engine to also accelerate groundbreaking new features in the EA SPORTS App.

Based out of Sweden, TRACAB Technologies provides Semi-Automated Offside Technology (SAOT) and other AI-based tools for ball- and player-tracking. The TRACAB SAOT system, which was officially certified by FIFA last year, utilizes advanced tracking camera technology and machine learning algorithms to automatically detect offside situations. It generates a 3D reconstruction of the play, providing VAR teams with a comprehensive 360-degree view to aid in their decision-making process.

FIFA's rigorous certification process took place at the Merkur-Spiel Arena in Germany and included different tests to evaluate thoroughly the SAOT system's performance in diverse scenarios:

TRACAB will reportedly continue its work with their existing partners and remain at its office in Stockholm.

Joining EA SPORTS marks an exciting new chapter for TRACAB Technologies, says Martin Brogren, GM of TRACAB Technologies. Our mission has always been to push the boundaries of sports data and analysis, and with EA SPORTS' vast resources and vision for innovation, we're confident that we can create even more immersive and dynamic experiences for sports fans around the world.

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Accelerating Realism with TRACAB TRACAB's advanced sports optical tracking tracks nearly everything happening on the field or pitch at 60Hz per second, generating 600 million data points per game, including 65 unique data points per player and referee by capturing live skeleton data from 21 joints on each individual body on the pitch, as well as center of mass and ball tracking, and so much more.

EA believes these capabilities can unlock a new level of enhanced realism, animation and dynamic, real time simulation for our fans and allow EA SPORTS to leverage TRACAB's ability to generate near real-time insights for media broadcast teams, referees, players, coaches, and fans. EA SPORTS with TRACAB capabilities can bring amazing movements and moments on the field to life in near real-time in its games and beyond. The company also say it will further transform player stats, behaviors, and team AI with new levels of fidelity, and continue delivering more deeply immersive experiences that mirror the fluidity and excitement of real athletes and competition.

Going Beyond Games with the EA SPORTS App In addition to helping enable realistic sports simulation experiences, EA is planning for TRACAB's volumetric data capture technologies, combined with EA Sports' capabilities and game engine, to help open up completely new opportunities for fans to create and share in the EA SPORTS App. This will start with reimagined highlights, predictive simulations, and watching alternative broadcasts on-demand, according to the company's announcement.

While the EA SPORTS App is currently only regionally available in Spain, as it expands to more fans and more regions, TRACAB will accelerate the company's vision of making the EA SPORTS App the world's leading interactive sports platform. EA SPORTS will reveal more about TRACAB and specific product plans in the future.

LINK:	https://www.sportsvideo.org/2025/02/04/electronic-arts-acquires-tracab...
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EA Acquires TRACAB Technologies as It Looks to Move Beyond Games

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