The EA Sports Dugout features two racing car-style seats, a 60-inch tournament screen and four gaming stations. Visitors to the centre will be given the chance to try out the gaming brand’s new titles such as Fifa before they are released and chat to brand ambassadors for tips and insider knowledge.
The Dugout aims to become an integral part of the sports community and the football match-day experience, travelling to games and allowing fans to visit before and after the live action. It will continue its tour of football clubs, shopping destinations, universities and other sporting sites until the end of March.
The activation is complemented by its own dedicated Twitter channel, which publishes special events, online competitions and the latest gaming news. Circle also manages a similar semi-permanent experiential zone for EA Sports at Manchester City Football Club.
Claire Stokes, founder and managing director of Circle, said: "Fan engagement, particularly within the football community, is at the core of EA’s approach and the continued growth of the EA Sports Fifa franchise.
"Football and gaming is a powerful combination, as demonstrated by both the Dugout and EA’s experiential installation the EA Sports Blue Zone at Manchester City FC, which now in its third season has become an integral part of Manchester City’s award winning matchday experience. With both properties, we try hard to ensure that at every touch point, fans have the opportunity to engage on their terms and in a way that feels like it is a genuine extension of their real life match day experience."
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