Homare Sawa may not be instantly recognisable to an unseasoned football enthusiast. However, for those who spent time last year with EA FC, the prior Fifa series, and its most renowned mode, Ultimate Team, Sawa is a memorable figure. The acclaimed footballer, the recipient of the 2011 Fifa Women’s Player of the Year award and the captain of Japan’s victorious World Cup squad in that same year, has become unforgettable, particularly because of her status as an ‘Icon’ in the game. Her awe-inspiring career is reflected in the game, and her placement as an ‘Icon’ is a privilege reserved only for certain distinguished players. As a result of her distinguished Team of the Year card, she became a favoured selection for the midfield position, impressing both male and female competitors with her tenacity and superior game.
Sawa, along with many current and retired female players, was introduced into EA FC 24, where they encountered male counterparts on the Ultimate Team pitch for the first time. This decision, initially criticised by a largely male fan base questioning authenticity and disputing the realistic element of women competing against men, fueled the ongoing debate surrounding ‘woke’ culture. However, EA maintained the view that Ultimate Team has always been a ‘fantasy mode’, allowing gamers to assemble teams with players who wouldn’t be able to play together in reality. Since players like Ferenc Puskas, who had passed away before Lamine Yamal was even born, can compete side by side, why wouldn’t females compete with males?
At first, the sight of men and women competing on the same pitch was unusual, but it was seamlessly integrated. Although female players were generally smaller and more likely to lose in aerial confrontations, their agility added diversity to squad selections. A year has since passed and the concept has been widely accepted and appreciated by the gaming community in the UK and Ireland.
A pivotal moment in the game for female players occurred during a promotional campaign for Ultimate Team called Fantasy FC held in February. The campaign offered player rating upgrades based on their real-match performances. Swedish and Barcelona star Fridolina Rolfö was given an opportunity for a substantial upgrade if she performed well over a series of four games. Social media was buzzing as followers tracked and reported on Barcelona’s games in Liga F, drawing in a new audience for the women’s game. Rolfö subsequently became one of the game’s most valued assets, a feat that any marketer would testify can be achieved through increased name recognition.
The Reddit post “Queen Fridolina”, featuring Rolfö with her improved card, ranked sixth in the most upvoted posts on the EASportsFC subreddit in the past year. This subreddit has a community of 1.2 million members. Additionally, her Instagram post regarding the topic scored numerous likes and comments from newfound fans.
A Reddit post that garnered over a thousand upvotes claimed that “EAFC 24 has hugely contributed to the promotion of women’s football”. Numerous users commented that the game made them recognise or watch more women’s football. No wonder EA Sports was accoladed as Football Business of the Year at the Women’s Football Awards this year in recognition of their effort to include women’s football in the Ultimate Team.
EA Sports invited Rolfö to participate in the Madrid launch of this year’s game. Meanwhile, the London launch saw Fara Williams, Missy Bo Kearns and Sue Smith walking on the “green” carpet alongside Gareth Bale, Cole Palmer and Eric Cantona.
“We’re striving to evolve from a video game to a broader football platform. We believe that promoting awareness and admiration for women’s football within the game will not just increase the number of female players in EA Sports FC, but also in football as an entire sport,” was the assertion stated.
By providing a prominent platform for female players, it’s believed that the popularity of women’s football and its star players will keep growing.
Shepherd further added that 2.9 billion online Ultimate Team squads worldwide included at least one female player in their primary eleven. The majority of the popular players are Sonia Bompastor, a French legend, Spain’s female midfielder Alexia Putellas, and Sawa. Katie McCabe from Ireland was honoured with a specific Team of the Year commendation card, whereas Denise O’Sullivan was honoured with a highly-rated card for Irish-related objectives around St Patrick’s Day.
For this year, female players are finally incorporated into the Career Mode. This feature enables you to manage an individual or an entire squad from the top five women’s leagues, attaining a level of in-game equality with the male counterparts. Additionally, EA FC 25 offers advancement opportunities for managers to switch their career trajectory, much akin to Phil Neville or Hervé Renard, allowing them to manage teams of both genders in a single playthrough.
According to Shepherd, EA Sports needs to play a significant part in promoting women’s football internationally. This includes initiatives such as partnering with Uefa for a leadership scheme aimed at women in football, sponsoring the Women’s Champions League broadcasts and pioneering a programme designed to encourage young women from different backgrounds to engage within the football sector.
“The inclusion of female players within our game modes has been significantly successful and we want to continue focusing on raising awareness and appreciation for women’s football. This is not only within our game but touches upon the broader spectrum of football,” Shepherd stated.
Whilst Aitana Bonmati, a team member of Rolfö’s Barcelona team, becomes the first female to grace EA FC’s cover, the strides made in women’s football are often overlooked. Before Fifa 16, women players were never an option in any popular mainstream football game, arguably a crucial cultural influence and often acting as an introduction to the fandom of the actual sport for many a child. Progress seen, from non-existence to being lauded on an international platform, denotes a considerable shift in representation that continues to evolve.