On any given Sunday, the day on which it is played most often, more than 200 million matches of Fifa take place in living rooms, studies and bedrooms around the world. The series has sold more than 150m copies, its popularity extending far beyond the world of football. In 2013, the NBA star LeBron James, who features in numerous EA-made basketball games, posted a photograph to Instagram of his sons playing Fifa alongside the caption: “Game is fresh to death!” Celebrity endorsements like this on social media can cost more than £10,000 a go. Yet LeBron, alongside other athletes and pop stars (Justin Bieber: “@Drake: I’m getting nice at Fifa. Be prepared”), have, at least according to EA, expressed their fandom freely.

Tagged on:     

Leave a Reply