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EA Play Callers Introducing Intelligence into Madden

by Adam Thorwart | 10月 10, 2013

Madden CoachGlass is a second screen solution for hardcore gamers.

Second screen applications were first becoming relevant as a way for television shows/networks to capture consumer excitement away from the TV by providing bonus materials (cast bios, interviews, etc.) available on tablets and mobile phones. These apps were developed to continue engagement and to cultivate excitement while a show may be on commercial or even when shows were out of season. The gaming industry did not want to be left behind and some of the classic console developers were also working on second screen applications.

EA, one of the classic console developers, was able to recognize the capabilities second screen apps can provide and the company has previously entered into the market, but it is now expanding it to the next generation of consoles. The Redwood City, California based company is now getting set to launch Madden CoachGlass – the exclusive second screen app for Madden on XBOX One.

The sole function of CoachGlass is as simple as a play calling tool that would help users call a defense. However, it is actually so much more than that and it shouldn’t be overshadowed. EA is collecting data from thousands of online games and each of the plays provided by the app are actually designed for a specific situation during the game based on the formation and tendencies of the opponent.

This isn’t the first time Madden has gone beyond the television. Over a decade ago they added in a feature where users could connect a Gameboy Advance with a Gamecube that allowed the Advance to become a virtual scoreboard. 

EA is clearly embracing the second screen opportunities and it begs to question what is the next game the company develops will have this capability?

Battlefield 4 is already in beta testing and according to blog from Battlefield “With the Battlelog app (and on web as well), you can do a lot of things away from the game. You can view your stats, customize your Loadout, write in the forums, read the latest news, connect with friends, and more.” Battlelog appears to have been introduced in Battlefield 3, but the functionality was limited.

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