While EA has resisted the esport moniker for as long as possible, instead announcing in 2015 a ‘competitive gaming division’, they are getting ever closer to trying to make a grab for some of the illustrious esport audience. Recent rebranding has retitled their new venture as EA Sports, which may sound a lot like esport but which EA is still very careful to avoid using. However, with new announcements being unveiled about the FIFA eWorld Cup, EA is doing everything but coming right out and saying that they want a place among the other esport giants.

Once titled the FIFA Interactive World Cup (FIWA), EA changed it to the eWorld Cup. The tournament, which won’t premier until August of 2018, will have 128 players, 64 for Playstation 4 and Xbox One respectively, and will be narrowed down to just 32 players who will compete in the finals. Though FIFA already held one tournament under the FIWA title, it garnered far less attention and cash than EA would have liked, and 2018 will be the first year under their new branding and with all new promotions.

It should be remembered that even if FIFA’s tournaments haven’t yet pulled in huge numbers, it is one of the longest running and most successful franchises of all time. Dating all the way back to 1990, FIFA has been a cornerstone of sports gaming and is the undisputed leader in sales for sports titles. However, this is also one of their biggest struggles.

While being associated with sports has boosted the titles hugely, it also makes the titles hard to disassociate from the sports, which already enjoy millions of fans every year. EA is in the tough position of trying to convince sports fans to enjoy virtual sports, or non-sports fans to enjoy a digital version. Either way, it’s a challenge no other esport has to face, and one which EA has not yet found a solution to.