EA breaks Guinness World Record with live brand experience

Date: 17/06/2010

Software developer EA Sports has broken a Guinness World Record at a World Cup-themed live brand experience.

The firm managed to break the record for the largest number of players to compete in a single video game football match.

EA mounted the record attempt in London's Trafalgar Square ahead of England's first football game against the USA.

More than 80 players took it in turns to play 2010 FIFA World Cup South Africa and all the action was projected on a huge widescreen television.

As well as the virtual on-pitch action, football fans attending the event were treated to a number of food stalls offering traditional South African food and performances from African dancers.

There was also a live brand experience VIP lounge with 19 gaming stations all playing the new FIFA title.

Other firms, such as Carlsberg, have also been capitalising on the live brand experience potential of the World Cup. ADNFCR-2060-ID-19843916-ADNFCR

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EA breaks Guinness World Record with live brand experience

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