- Partnership between Dubai Tourism and EA SPORTS FIFA provides unprecedented opportunity to showcase Dubai’s offerings to a global gaming audience
- Playable Dubai pitch is featured in game alongside iconic landmarks, Burj Khalifa and Burj Al Arab
DUBAI, United Arab Emirates, 11 October 2020: Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism) has partnered with Electronic Arts, one of the world’s largest gaming companies, to showcase Dubai to a global gaming audience in the VOLTA FOOTBALL mode that takes football back to the streets with enhanced gameplay and new features for fans to enjoy.
With the iconic Burj Khalifa and Burj Al Arab prominently displayed in the game’s Dubai football grounds, it is also the only location that portrays actual landmarks. The Dubai pitch is part of the customised video content created with the aim of jointly promoting both Dubai and EA SPORTS™ FIFA 21 among gaming enthusiasts.
Issam Kazim, CEO, Dubai Corporation for Tourism and Commerce Marketing (DCTCM) said: “Dubai Tourism’s partnership with Electronic Arts, a global leader in digital interactive entertainment, is in line with our marketing strategy to work with an agile and responsive stakeholder ecosystem that will enable us to leverage cutting-edge technology and platforms to promote Dubai as a must-visit destination in a creative way. The inclusion of Dubai as a global location in FIFA21 is an unprecedented opportunity to give gamers in our international markets a taste of Dubai’s diverse offerings, as well as to reach out to the large community of gamers in the UAE and the wider region, especially during this challenging period that requires us to physically stay apart yet remain connected with families and friends.”
EA SPORTS FIFA 21 was launched worldwide on 9 October on PlayStation® 4, Xbox One, and PC via Origin™ and Steam. Electronic Arts, which develops and delivers games, content and online services for Internet-connected consoles, mobile devices and personal computers, has more than 300 million registered players around the world.
About Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism)
With the ultimate vision of positioning Dubai as the world’s leading tourism destination and commercial hub, Dubai Tourism’s mission is to increase the awareness of Dubai among global audiences and to attract tourists and inward investment into the emirate. Dubai Tourism is the principal authority for the planning, supervision, development and marketing of Dubai’s tourism sector. It markets and promotes the Emirate’s commerce sector and is responsible for the licensing and classification of all tourism services, including hotels, tour operators and travel agents. Brands and departments within the Dubai Tourism portfolio include Dubai Business Events, Dubai Calendar, and Dubai Festivals and Retail Establishment.
About Electronic Arts
Electronic Arts (NASDAQ: EA) is a global leader in digital interactive entertainment. The Company develops and delivers games, content and online services for Internet-connected consoles, mobile devices and personal computers.
In fiscal year 2020, EA posted GAAP net revenue of $5.5 billion. Headquartered in Redwood City, California, EA is recognized for a portfolio of critically acclaimed, high-quality brands such as EA SPORTS™ FIFA, Battlefield™, Apex Legends™, The Sims™, Madden NFL, Need for Speed™, Titanfall™ and Plants vs. Zombies™. More information about EA is available at www.ea.com/news.
EA SPORTS, Ultimate Team, Battlefield, Apex Legends, The Sims, Need for Speed, Titanfall and Plants vs. Zombies are trademarks of Electronic Arts Inc. Madden, NFL and FIFA are properties of its respective owners and used with permission.