1 00:00:00,400 --> 00:00:03,040 Speaker 1: Welcome to an all new episode of Her Playbook, brought 2 00:00:03,040 --> 00:00:06,080 Speaker 1: to you by Kendra Scott. Her Playbook is a podcast 3 00:00:06,160 --> 00:00:09,840 Speaker 1: highlighting inspiring stories of women in sport and business. My 4 00:00:09,920 --> 00:00:12,320 Speaker 1: name is Madeleine Burke and I'm thrilled to be joined 5 00:00:12,560 --> 00:00:15,800 Speaker 1: on this episode by Andrea Hopelane, the senior vice president 6 00:00:15,840 --> 00:00:19,160 Speaker 1: of Publishing at EA Sports. Andrea, thank you so much 7 00:00:19,160 --> 00:00:20,080 Speaker 1: for joining me today. 8 00:00:20,560 --> 00:00:21,480 Speaker 2: Thanks for having me. 9 00:00:21,960 --> 00:00:24,479 Speaker 1: I see you're in your office. I mean I got 10 00:00:24,480 --> 00:00:27,040 Speaker 1: to say, we see the Mahomes jersey behind you. I 11 00:00:27,080 --> 00:00:29,000 Speaker 1: can't fault you for that. You know, he is a 12 00:00:29,000 --> 00:00:31,240 Speaker 1: pretty talented quarterback. But I got a shout out that 13 00:00:31,280 --> 00:00:33,400 Speaker 1: Giants helmet right above it, So thank you for that 14 00:00:33,479 --> 00:00:34,360 Speaker 1: little edition there. 15 00:00:34,960 --> 00:00:37,839 Speaker 2: You're welcome. I'm a fan, but I am clearly a 16 00:00:37,840 --> 00:00:40,280 Speaker 2: fan of many things. But I'm happy to also be 17 00:00:40,320 --> 00:00:41,040 Speaker 2: a Giants. 18 00:00:40,760 --> 00:00:43,120 Speaker 1: Fan, absolutely a fan of many sports. I'm we're a 19 00:00:43,200 --> 00:00:45,200 Speaker 1: fan of you and being on this podcast. We got 20 00:00:45,240 --> 00:00:48,320 Speaker 1: asked starting off with what exactly does your role entail 21 00:00:48,360 --> 00:00:52,400 Speaker 1: as senior vice president of Publishing at EA Sports. 22 00:00:53,000 --> 00:00:54,600 Speaker 2: Gosh, I have one of the most fun jobs I 23 00:00:54,600 --> 00:00:57,920 Speaker 2: think I've ever had in my entire career. Today I 24 00:00:58,240 --> 00:01:00,920 Speaker 2: have the immense pleasure to oversee you really talented team 25 00:01:00,960 --> 00:01:06,160 Speaker 2: of leaders across our marketing, creative and commercial organizations. And 26 00:01:06,200 --> 00:01:09,720 Speaker 2: we're the team that partners deeply with our studios teams 27 00:01:10,240 --> 00:01:13,200 Speaker 2: to make sure that we are connecting our incredible games 28 00:01:13,200 --> 00:01:16,600 Speaker 2: and experiences with audience allas all around the world. 29 00:01:17,680 --> 00:01:21,520 Speaker 1: Now, prior to EA, you've spent time at Hasbro, at Disney, 30 00:01:21,560 --> 00:01:24,839 Speaker 1: at ESPN, at Sony, some really big companies, some household names, 31 00:01:24,880 --> 00:01:28,080 Speaker 1: and you've talked about in past interviews the importance of 32 00:01:28,120 --> 00:01:32,120 Speaker 1: working with brands that make real emotional connections with their audiences. 33 00:01:32,120 --> 00:01:35,600 Speaker 1: EA another company that really does that. Working at all 34 00:01:35,640 --> 00:01:37,959 Speaker 1: these companies, what do you think is the key to 35 00:01:38,120 --> 00:01:40,520 Speaker 1: making an emotional connection with an audience. 36 00:01:42,560 --> 00:01:46,920 Speaker 2: You're right, I've had an incredible career journey and really 37 00:01:46,959 --> 00:01:50,640 Speaker 2: at the intersection of sports, entertainment, technology and with brands 38 00:01:50,640 --> 00:01:53,920 Speaker 2: that consumers absolutely fall in love with. You know, those 39 00:01:53,960 --> 00:01:56,760 Speaker 2: are all brands that have characters, they have stories, they 40 00:01:56,760 --> 00:01:59,880 Speaker 2: have athletes, they have worlds, they have pitches, they have 41 00:02:00,120 --> 00:02:04,040 Speaker 2: grid irons, and they have competition. And I think that, 42 00:02:04,160 --> 00:02:07,480 Speaker 2: you know, it's so fun to tap into consumer's passion 43 00:02:07,560 --> 00:02:11,120 Speaker 2: whatever it may be, and really learn how to listen 44 00:02:11,200 --> 00:02:13,440 Speaker 2: to what they love and lean in and deliver that. 45 00:02:13,600 --> 00:02:15,600 Speaker 2: And so I've really been at the heartbeat of consumer 46 00:02:15,639 --> 00:02:20,280 Speaker 2: fandom my entire career, and it's you know, my favorite 47 00:02:20,280 --> 00:02:22,600 Speaker 2: thing to do every day is to wake up and 48 00:02:22,680 --> 00:02:25,280 Speaker 2: listen to fans and figure out the ways in which 49 00:02:25,320 --> 00:02:28,239 Speaker 2: we can continue to delight them and continue to engage 50 00:02:28,280 --> 00:02:31,560 Speaker 2: them deeper and deeper into their fandom and connect them 51 00:02:31,560 --> 00:02:32,480 Speaker 2: with others around them. 52 00:02:33,040 --> 00:02:36,080 Speaker 1: Where did your journey as a sports fan start? 53 00:02:36,800 --> 00:02:38,680 Speaker 2: Quesh? You know, I think it started with my own 54 00:02:38,760 --> 00:02:43,080 Speaker 2: personal love for sports. I played soccer since probably I 55 00:02:43,120 --> 00:02:46,440 Speaker 2: was three years old, and really just always loved the 56 00:02:46,480 --> 00:02:48,880 Speaker 2: camaraderie of being a part of a team and having 57 00:02:48,880 --> 00:02:51,760 Speaker 2: a shared ambition and a shared goal, but not just 58 00:02:51,880 --> 00:02:54,880 Speaker 2: being able to use my body athletically, to be able 59 00:02:54,919 --> 00:02:56,799 Speaker 2: to use my voice and to be able to use 60 00:02:56,840 --> 00:02:59,480 Speaker 2: my brain to think about the different pathways to connect 61 00:02:59,520 --> 00:03:02,320 Speaker 2: to the end ambition and so just sort of that 62 00:03:02,400 --> 00:03:06,200 Speaker 2: physical play as well as you know, the mental the 63 00:03:06,280 --> 00:03:10,040 Speaker 2: mental agility that's required to be an athlete. I fell 64 00:03:10,080 --> 00:03:13,120 Speaker 2: in love through my own passion for playing sport, and 65 00:03:13,160 --> 00:03:15,240 Speaker 2: then you know, the world opened up to me as 66 00:03:15,240 --> 00:03:17,000 Speaker 2: I saw there were so many others like me, a 67 00:03:17,560 --> 00:03:19,560 Speaker 2: variety of levels that also love sport. 68 00:03:20,200 --> 00:03:22,560 Speaker 1: We see those stats too so often that it's like, 69 00:03:22,919 --> 00:03:26,440 Speaker 1: you know, young women and young girls and even boys 70 00:03:26,440 --> 00:03:28,799 Speaker 1: and men as well who play team sports have a 71 00:03:28,880 --> 00:03:32,160 Speaker 1: higher success rate in you know, these corporate settings and 72 00:03:32,400 --> 00:03:35,120 Speaker 1: in you know, c suite jobs and in higher level 73 00:03:35,200 --> 00:03:37,520 Speaker 1: SVP roles and all that. What are some of the 74 00:03:37,520 --> 00:03:40,880 Speaker 1: things that you see that translate from sport to business 75 00:03:41,000 --> 00:03:44,720 Speaker 1: that really made that transition beneficial or some of the 76 00:03:44,760 --> 00:03:47,200 Speaker 1: early lessons that you learned that you thought, Okay, this 77 00:03:47,320 --> 00:03:50,520 Speaker 1: is helpful in this setting and going forward. 78 00:03:51,360 --> 00:03:52,880 Speaker 2: You know, I hear we a lot of people talk 79 00:03:52,880 --> 00:03:56,320 Speaker 2: about grit, resilience, teamwork, camaraderie. I think all of those 80 00:03:56,360 --> 00:03:59,080 Speaker 2: things are things you learn in any sport, and if 81 00:03:59,080 --> 00:04:01,040 Speaker 2: you want to be competitive, you know, they're kind of 82 00:04:01,080 --> 00:04:04,600 Speaker 2: a requirement that you understand how all of those things 83 00:04:04,640 --> 00:04:07,400 Speaker 2: come together and that competitive spirit to be to win. 84 00:04:08,240 --> 00:04:12,040 Speaker 2: I think the thing that most resonates with me today 85 00:04:12,320 --> 00:04:15,280 Speaker 2: as I think about sport and what sport has taught 86 00:04:15,320 --> 00:04:17,440 Speaker 2: me and what I think it teaches it has taught 87 00:04:17,480 --> 00:04:19,160 Speaker 2: many of the people that I get to work with 88 00:04:19,240 --> 00:04:24,200 Speaker 2: every day, is that failure is absolutely a part of winning, 89 00:04:24,880 --> 00:04:27,359 Speaker 2: and I think about my own experience, you know, whether 90 00:04:27,960 --> 00:04:30,200 Speaker 2: on the pitch and you know, take take it like 91 00:04:30,360 --> 00:04:33,240 Speaker 2: having it be in that key moment of taking penalty shots, 92 00:04:33,440 --> 00:04:35,440 Speaker 2: you know, in a winning moment in a game, you know, 93 00:04:35,800 --> 00:04:38,840 Speaker 2: the moment that defines whether you win or you lose. 94 00:04:40,240 --> 00:04:43,080 Speaker 2: I think about the moments that I spent practicing for 95 00:04:43,200 --> 00:04:46,240 Speaker 2: those penalty kicks and how many I missed, and how 96 00:04:46,279 --> 00:04:49,560 Speaker 2: many the goalie is blocked, and what it takes to 97 00:04:49,839 --> 00:04:54,279 Speaker 2: just keep going and practice and practice, and that failure 98 00:04:54,360 --> 00:04:56,839 Speaker 2: is so much a part of the glory of winning. 99 00:04:57,600 --> 00:04:59,720 Speaker 2: And I come back to that very regularly. You know, 100 00:04:59,760 --> 00:05:03,440 Speaker 2: some times we lose that, we lose that resilience, we 101 00:05:03,520 --> 00:05:07,120 Speaker 2: lose that we come by. We somehow come into adulthood 102 00:05:07,120 --> 00:05:09,360 Speaker 2: and we have this fear of failure and all of 103 00:05:09,400 --> 00:05:11,120 Speaker 2: a sudden we have to show up and be perfect. 104 00:05:11,160 --> 00:05:13,320 Speaker 2: And I continue to go back to those moments of like, 105 00:05:13,400 --> 00:05:15,520 Speaker 2: remember what it was like to be an athlete. You know, 106 00:05:15,560 --> 00:05:18,200 Speaker 2: whether you're standing on the free throw line and you're practicing, 107 00:05:18,279 --> 00:05:20,600 Speaker 2: you know, trying to get the ball into the net, 108 00:05:21,640 --> 00:05:25,560 Speaker 2: you miss more than you get it in as you're learning. 109 00:05:25,880 --> 00:05:28,960 Speaker 2: And I think it's so important for anybody in any 110 00:05:28,960 --> 00:05:32,520 Speaker 2: corporate setting or any job setting to remember that trying 111 00:05:32,560 --> 00:05:35,600 Speaker 2: anything and being bold and wanting to win comes with 112 00:05:35,640 --> 00:05:37,120 Speaker 2: a lot of failure along the way. 113 00:05:37,440 --> 00:05:40,200 Speaker 1: I'm sure, and it's in any walk of life or 114 00:05:40,200 --> 00:05:42,200 Speaker 1: in any regard. It it's almost like you learn more 115 00:05:42,640 --> 00:05:46,200 Speaker 1: from the failures than you do from the successes exact, 116 00:05:46,680 --> 00:05:49,960 Speaker 1: and that's how growth comes. And you know, speaking of growth, 117 00:05:50,279 --> 00:05:53,680 Speaker 1: there has been a huge growth in the gaming world 118 00:05:53,760 --> 00:05:58,160 Speaker 1: in recent years. And you know, obviously sports fans love 119 00:05:58,240 --> 00:06:02,640 Speaker 1: to watch live sports, but as the consumer consumption of 120 00:06:02,720 --> 00:06:07,160 Speaker 1: things is getting more interactive, how have you and EA 121 00:06:07,320 --> 00:06:11,760 Speaker 1: kind of felt that shift into Okay, this gaming world 122 00:06:11,839 --> 00:06:13,880 Speaker 1: is becoming a whole another thing and almost a sport 123 00:06:13,920 --> 00:06:14,520 Speaker 1: in itself. 124 00:06:16,320 --> 00:06:20,160 Speaker 2: It's a really fun moment to be where we are 125 00:06:20,279 --> 00:06:22,600 Speaker 2: right now. I think gaming, to your point, has never 126 00:06:22,720 --> 00:06:25,880 Speaker 2: been more relevant. But on top of it, sport fandom 127 00:06:25,960 --> 00:06:28,560 Speaker 2: is growing. It continues to grow and grow and grow. 128 00:06:28,640 --> 00:06:32,320 Speaker 2: We're not seeing any signs of stopping, which is pretty 129 00:06:32,360 --> 00:06:34,599 Speaker 2: cool because sport is timeless in my opinion. You know, 130 00:06:34,640 --> 00:06:38,120 Speaker 2: sport is truly It's been around since the dawn of time, 131 00:06:38,200 --> 00:06:40,880 Speaker 2: and I think it will persistent till the dawn of time. 132 00:06:41,360 --> 00:06:43,080 Speaker 2: But what's really cool about where we are in this 133 00:06:43,200 --> 00:06:45,000 Speaker 2: moment is we spent the better part of the last 134 00:06:45,040 --> 00:06:48,800 Speaker 2: four decades building out interactive capabilities that allow people to 135 00:06:49,000 --> 00:06:53,039 Speaker 2: play and engage and interact with sport, and we're sitting 136 00:06:53,080 --> 00:06:57,599 Speaker 2: in this really special position right now where technology is 137 00:06:57,600 --> 00:07:02,520 Speaker 2: advancing in ways that are really incredible. We've got an 138 00:07:02,560 --> 00:07:06,320 Speaker 2: audience that has grown up and that has grown up 139 00:07:06,320 --> 00:07:08,960 Speaker 2: playing our games, but also the next generation of audience 140 00:07:09,040 --> 00:07:13,120 Speaker 2: is growing up in a gaming first environment, and so 141 00:07:13,200 --> 00:07:15,840 Speaker 2: we really see incredible potential for you a sports to 142 00:07:15,880 --> 00:07:20,000 Speaker 2: continue to lead sports fandom forward. We're constantly looking for 143 00:07:20,120 --> 00:07:23,200 Speaker 2: new ways to reach the next generation of fans and 144 00:07:23,320 --> 00:07:26,600 Speaker 2: really transform the reach of our brand and experience into 145 00:07:26,680 --> 00:07:30,960 Speaker 2: not just gameplay, but really being the future funnel of 146 00:07:31,000 --> 00:07:31,800 Speaker 2: sports fandom. 147 00:07:33,480 --> 00:07:36,200 Speaker 1: Yeah. Well, and the fact that not just only has 148 00:07:36,200 --> 00:07:39,520 Speaker 1: it grown so exponentially, but people look at sports sometimes 149 00:07:39,520 --> 00:07:42,440 Speaker 1: through a narrow lens of a male dominant field, just 150 00:07:42,480 --> 00:07:44,360 Speaker 1: as they look at gaming through a narrow lens of 151 00:07:44,360 --> 00:07:46,960 Speaker 1: sometimes a male dominant field. But what really has stood 152 00:07:47,040 --> 00:07:49,440 Speaker 1: up to me is the immense growth of women in 153 00:07:49,520 --> 00:07:52,560 Speaker 1: gaming and what a large percentage women make up of 154 00:07:52,600 --> 00:07:53,520 Speaker 1: that clientele. 155 00:07:54,960 --> 00:07:59,000 Speaker 2: Not only is there an an enormously dominant population of 156 00:07:59,080 --> 00:08:02,720 Speaker 2: women in this world who game. There's also an incredible 157 00:08:02,760 --> 00:08:05,640 Speaker 2: amount of women's who are athletes and sports fans as well. 158 00:08:07,040 --> 00:08:09,080 Speaker 2: For us, it's a really part of an important part 159 00:08:09,120 --> 00:08:11,360 Speaker 2: of how we serve our fans and how we grow 160 00:08:11,400 --> 00:08:13,920 Speaker 2: our audiences, and how we make sure that we show 161 00:08:14,000 --> 00:08:17,880 Speaker 2: up in the world as a leader in sport. You know, 162 00:08:17,960 --> 00:08:21,240 Speaker 2: we have to represent it all. We've taken a number 163 00:08:21,280 --> 00:08:24,400 Speaker 2: of strides over the last maybe five to seven years, 164 00:08:24,400 --> 00:08:26,640 Speaker 2: I would say to really, you know, be on the 165 00:08:26,680 --> 00:08:30,880 Speaker 2: front foot of how we represent equitably inside of our 166 00:08:30,920 --> 00:08:34,480 Speaker 2: games women women's sport, and even the mobility and the 167 00:08:34,480 --> 00:08:38,360 Speaker 2: agility of women's athletes inside of our game. And that 168 00:08:38,400 --> 00:08:42,200 Speaker 2: comes from the introduction of females inside of our game, 169 00:08:42,840 --> 00:08:45,520 Speaker 2: females as cover athletes. You know, We've done this across 170 00:08:45,600 --> 00:08:49,840 Speaker 2: a sports FC, our NHL game, in our Madden Game, 171 00:08:50,000 --> 00:08:53,280 Speaker 2: and our college football game. We have women female referees 172 00:08:53,520 --> 00:08:57,559 Speaker 2: and commentators. We're really really doing our best to represent 173 00:08:57,920 --> 00:09:00,400 Speaker 2: you know, the athletes around the world, is well as 174 00:09:00,480 --> 00:09:03,600 Speaker 2: the sport leaders around the world on and off the pitch, 175 00:09:03,679 --> 00:09:07,679 Speaker 2: inside of our experiences and as members of our team 176 00:09:07,840 --> 00:09:14,120 Speaker 2: that are incredible powerhouses in as creatives, as engineers, as technologists, 177 00:09:14,320 --> 00:09:17,680 Speaker 2: as you know, commercial leaders, and so you know, we're 178 00:09:17,760 --> 00:09:20,319 Speaker 2: acting the act, we're walking the walk, we're talking the talk. 179 00:09:21,520 --> 00:09:22,880 Speaker 2: But more than that, and I think one of the 180 00:09:22,880 --> 00:09:25,120 Speaker 2: things that people don't see is maybe a little bit 181 00:09:25,160 --> 00:09:28,280 Speaker 2: behind the curtain, is we're not just placing women in 182 00:09:28,320 --> 00:09:32,240 Speaker 2: our games and putting them on male skeletons. You know, 183 00:09:32,679 --> 00:09:37,800 Speaker 2: we're building engineering and skeleton capability for the fluidity of 184 00:09:37,840 --> 00:09:42,440 Speaker 2: the female form. As athletes, we run differently. You know, 185 00:09:42,480 --> 00:09:46,560 Speaker 2: there's a lot of the football the football kits fit 186 00:09:46,720 --> 00:09:51,000 Speaker 2: us differently, and so we've really overhauled the entire skeleton 187 00:09:51,080 --> 00:09:53,960 Speaker 2: and of our character motion inside of our games to 188 00:09:54,040 --> 00:09:55,560 Speaker 2: represent the female form. 189 00:09:56,120 --> 00:09:58,520 Speaker 1: That is so fascinating and it's got to be, you know, 190 00:09:58,600 --> 00:10:01,480 Speaker 1: increasingly interesting to watch it come to life. I mean, 191 00:10:01,480 --> 00:10:03,480 Speaker 1: one of the things that I think is great is 192 00:10:03,520 --> 00:10:05,680 Speaker 1: that you know, you've got now NWSL teams that are 193 00:10:05,679 --> 00:10:09,440 Speaker 1: playable in FIFA, and as that league is really growing 194 00:10:09,520 --> 00:10:12,800 Speaker 1: and coming onto the scene such a huge way, what 195 00:10:12,880 --> 00:10:16,520 Speaker 1: was that process like integrating those teams into that game 196 00:10:16,720 --> 00:10:19,800 Speaker 1: and what was the reception, like, how how has that 197 00:10:19,880 --> 00:10:21,280 Speaker 1: unfolded from your perspective. 198 00:10:21,840 --> 00:10:25,280 Speaker 2: It's been really incredible to see the reception for women 199 00:10:25,320 --> 00:10:29,400 Speaker 2: across all of our games, and it's been quite natural. 200 00:10:29,920 --> 00:10:32,240 Speaker 2: I was just looking at I was just looking at 201 00:10:32,240 --> 00:10:35,480 Speaker 2: some stats the other day and to see the amount 202 00:10:35,559 --> 00:10:39,440 Speaker 2: of players inside of our game that have equipped females 203 00:10:39,960 --> 00:10:43,200 Speaker 2: inside of their you know, eleven v eleven soccer teams 204 00:10:43,360 --> 00:10:46,720 Speaker 2: inside of the A Sports FC, the amount of the 205 00:10:46,800 --> 00:10:50,960 Speaker 2: amount of play that women are getting inside of our 206 00:10:51,040 --> 00:10:55,360 Speaker 2: NHL game. It's really astounding to see that more than 207 00:10:55,400 --> 00:10:59,280 Speaker 2: half of our players are equipping women, playing them regularly, 208 00:11:00,160 --> 00:11:04,600 Speaker 2: using them as utility players and leaders in driving their 209 00:11:04,800 --> 00:11:07,800 Speaker 2: you know, competitive play. So that's been really wonderful to see. 210 00:11:07,960 --> 00:11:09,880 Speaker 2: I think the other thing that's been really fun for 211 00:11:09,920 --> 00:11:12,760 Speaker 2: our partners at the leagues. You know, they come to 212 00:11:12,840 --> 00:11:16,360 Speaker 2: us and they're like, you know, our business is growing 213 00:11:17,200 --> 00:11:20,400 Speaker 2: because of the reach that EA Sports has. You know, 214 00:11:20,480 --> 00:11:24,800 Speaker 2: our athletes, our athletes are known, their names are known, 215 00:11:24,880 --> 00:11:28,120 Speaker 2: their stats are known, and we know that it is 216 00:11:28,160 --> 00:11:31,320 Speaker 2: because you know, EA Sports reaches over almost three hundred 217 00:11:31,320 --> 00:11:34,680 Speaker 2: million fans around the world. Your reach is so incredible 218 00:11:35,360 --> 00:11:39,280 Speaker 2: that our athletes, our leagues, our teams are more famous 219 00:11:39,320 --> 00:11:41,840 Speaker 2: than we could have made them on our own and 220 00:11:41,880 --> 00:11:45,720 Speaker 2: it's it's it's just such a wonderful celebration for us 221 00:11:45,840 --> 00:11:48,280 Speaker 2: of the role that we play in leading sport forward, 222 00:11:48,440 --> 00:11:51,120 Speaker 2: but also the role that we get to play at 223 00:11:51,200 --> 00:11:54,319 Speaker 2: at a at a micro level too with these athletes. 224 00:11:55,640 --> 00:11:58,640 Speaker 1: I mean I can completely relate. I remember in college 225 00:11:58,640 --> 00:12:01,840 Speaker 1: in the dorms, playing feet and kind of that's how 226 00:12:01,840 --> 00:12:05,480 Speaker 1: I really learned the game of soccer. And and you know, 227 00:12:05,559 --> 00:12:07,840 Speaker 1: I mean, yes, you'd watch it casually, but playing the 228 00:12:07,880 --> 00:12:09,960 Speaker 1: game and getting to know the players and getting to 229 00:12:10,000 --> 00:12:12,680 Speaker 1: know their strengths and getting to know the rules and 230 00:12:12,679 --> 00:12:15,000 Speaker 1: the plays of a game on a different level. And 231 00:12:15,080 --> 00:12:18,320 Speaker 1: whether it's you know, a soccer game, whether it's Madden, 232 00:12:18,440 --> 00:12:23,120 Speaker 1: whether it's college football, which is back the EA college 233 00:12:23,120 --> 00:12:25,800 Speaker 1: football game. That is a huge one too. And we 234 00:12:25,960 --> 00:12:29,480 Speaker 1: got to talk about that because I know sports fans 235 00:12:29,520 --> 00:12:34,000 Speaker 1: and gamers alike were celebrating when this news came out 236 00:12:34,000 --> 00:12:37,280 Speaker 1: that this game was returning. Obviously, you know, it got 237 00:12:37,320 --> 00:12:39,800 Speaker 1: shelved for a period of time because of NIL. But 238 00:12:39,840 --> 00:12:42,000 Speaker 1: now that you've got NIL in the mix, you're able 239 00:12:42,080 --> 00:12:45,520 Speaker 1: to get college athletes to opt in and to get 240 00:12:45,559 --> 00:12:48,120 Speaker 1: their name, image and actual likeness in the game. What 241 00:12:48,360 --> 00:12:52,520 Speaker 1: was that process like building out that game, relaunching that 242 00:12:52,600 --> 00:12:54,840 Speaker 1: game to a huge fanfare. 243 00:12:55,800 --> 00:12:59,040 Speaker 2: My gosh, it was such a phenomenal first year for 244 00:12:59,160 --> 00:13:01,560 Speaker 2: us returning back to college football after more than a 245 00:13:01,600 --> 00:13:06,920 Speaker 2: decade out of the market. I don't think we could 246 00:13:06,920 --> 00:13:10,559 Speaker 2: have been received more positively from fans, from partners, from 247 00:13:10,600 --> 00:13:13,360 Speaker 2: the community, and even the athletes. I mean, it was 248 00:13:13,400 --> 00:13:17,400 Speaker 2: so far beyond our expectations and just such a love 249 00:13:17,520 --> 00:13:22,160 Speaker 2: letter to college football fans around the world. It was 250 00:13:22,440 --> 00:13:25,560 Speaker 2: an incredibly exciting project, not only the debut to all 251 00:13:25,559 --> 00:13:27,080 Speaker 2: of our fans around the world, but also for the 252 00:13:27,120 --> 00:13:30,160 Speaker 2: teams inside of BA that had the opportunity to work 253 00:13:30,200 --> 00:13:34,560 Speaker 2: on that. That was really powerful. I think that to 254 00:13:34,600 --> 00:13:37,160 Speaker 2: your point on NL, I think that was a big deal. 255 00:13:37,240 --> 00:13:40,200 Speaker 2: You know, being able to bring more than eleven thousand 256 00:13:40,320 --> 00:13:47,160 Speaker 2: athletes into the game. We executed the largest single sport 257 00:13:47,400 --> 00:13:52,800 Speaker 2: NIL deal ever last year, and you know, really rooted 258 00:13:52,840 --> 00:13:55,679 Speaker 2: it in a focus of driving inclusivity. You know, we 259 00:13:55,720 --> 00:13:59,400 Speaker 2: wanted every athlete to have the opportunity to be inside 260 00:13:59,440 --> 00:14:02,000 Speaker 2: of our game. We wanted to drive like fair and 261 00:14:02,080 --> 00:14:06,360 Speaker 2: equittle compensation for all of the athletes. And you know, 262 00:14:06,400 --> 00:14:09,920 Speaker 2: we're going to continue to drive this program forward you know, 263 00:14:10,120 --> 00:14:13,120 Speaker 2: and continue to be in the college football business. I 264 00:14:13,160 --> 00:14:14,920 Speaker 2: think the other if I had one more thing to 265 00:14:14,920 --> 00:14:19,760 Speaker 2: say about it that was really special, was it was 266 00:14:19,840 --> 00:14:23,400 Speaker 2: different a decade later for us launching this game and 267 00:14:23,440 --> 00:14:26,640 Speaker 2: coming back into the market, And that difference was that 268 00:14:27,760 --> 00:14:29,960 Speaker 2: all of the athletes that are now inside of our 269 00:14:30,120 --> 00:14:34,440 Speaker 2: game grew up playing EA Sports. So for them, you know, 270 00:14:34,560 --> 00:14:40,280 Speaker 2: as a generation of gamers growing up to see themselves 271 00:14:40,400 --> 00:14:44,840 Speaker 2: and be able to play themselves inside a thing of 272 00:14:44,880 --> 00:14:48,680 Speaker 2: a game and an ecosystem that they had done for 273 00:14:48,800 --> 00:14:50,960 Speaker 2: years growing up, it was just it made it that 274 00:14:51,040 --> 00:14:53,760 Speaker 2: much more powerful for us to celebrate with them. 275 00:14:54,400 --> 00:14:58,440 Speaker 1: Yeah. Now, speaking of growing up playing EA, I know 276 00:14:58,520 --> 00:15:01,440 Speaker 1: you have a young son who you play games with. 277 00:15:01,560 --> 00:15:04,400 Speaker 1: This is the way that you two bond. How have 278 00:15:04,600 --> 00:15:07,800 Speaker 1: you watched and how is seeing you know, this product 279 00:15:07,800 --> 00:15:11,920 Speaker 1: that you produced through his eyes affected the way that 280 00:15:12,080 --> 00:15:14,160 Speaker 1: you approach it on your day to day. 281 00:15:15,000 --> 00:15:17,560 Speaker 2: It is incredible. First of all, it is incredible how 282 00:15:18,280 --> 00:15:22,200 Speaker 2: how much Dexterity the next generation or this young generation 283 00:15:22,400 --> 00:15:26,080 Speaker 2: has versus me. You know, his ability and his fluidity 284 00:15:26,120 --> 00:15:31,120 Speaker 2: and gameplay is on any screen is just second to nine. 285 00:15:31,160 --> 00:15:33,200 Speaker 2: So that's incredible to watch and I get my butt 286 00:15:33,520 --> 00:15:37,480 Speaker 2: kicked pretty regularly by my nine year old. But I 287 00:15:37,480 --> 00:15:40,440 Speaker 2: think more importantly, it's just it's fun to truly watch 288 00:15:41,160 --> 00:15:44,320 Speaker 2: how social gaming is for him and how much, you know, 289 00:15:44,400 --> 00:15:47,800 Speaker 2: it's a part of his connection to friends, it's a 290 00:15:47,800 --> 00:15:50,640 Speaker 2: part of his connection to his fandom, it's a part 291 00:15:50,720 --> 00:15:53,760 Speaker 2: of how he learned about the rules of sport. I mean, 292 00:15:53,760 --> 00:15:57,760 Speaker 2: we've spent countless hours playing either Madden or college football 293 00:15:57,760 --> 00:16:01,880 Speaker 2: this year because he's obsessed football now and he wants 294 00:16:01,920 --> 00:16:05,440 Speaker 2: to understand all the rules, all the plays. And you know, 295 00:16:05,440 --> 00:16:08,480 Speaker 2: whether we're watching the forty nine ers games, or we're 296 00:16:08,520 --> 00:16:12,280 Speaker 2: playing college football, or he's out playing flag football right now, 297 00:16:12,480 --> 00:16:14,800 Speaker 2: it just sort of all comes together and you know, 298 00:16:14,880 --> 00:16:17,040 Speaker 2: he's like, oh, mom, that's the play that we played 299 00:16:17,080 --> 00:16:21,680 Speaker 2: in Madden, and you know that's what you know, this 300 00:16:21,840 --> 00:16:26,720 Speaker 2: is what the cornerback does. And he understands plays, playbooks, teams, 301 00:16:26,880 --> 00:16:31,480 Speaker 2: formations and all of that through our games, which makes 302 00:16:31,560 --> 00:16:34,680 Speaker 2: him a more ardent fan and a more you know, 303 00:16:34,920 --> 00:16:38,480 Speaker 2: a more avid athlete as he's participating in the real 304 00:16:38,520 --> 00:16:39,160 Speaker 2: world as well. 305 00:16:39,720 --> 00:16:42,120 Speaker 1: Yeah, it is such a fascinating it's almost like an 306 00:16:42,120 --> 00:16:44,520 Speaker 1: interactive film study for the younger generation. 307 00:16:45,840 --> 00:16:48,680 Speaker 2: I try not to like do the mesearch right, you know, 308 00:16:48,920 --> 00:16:51,520 Speaker 2: like my end of one inside of my house. But 309 00:16:51,600 --> 00:16:55,560 Speaker 2: I am pretty clear that my story is similar to 310 00:16:56,040 --> 00:16:59,600 Speaker 2: many others who have you. It's it is a story 311 00:16:59,600 --> 00:17:00,360 Speaker 2: of youth today. 312 00:17:00,880 --> 00:17:03,760 Speaker 1: Yeah, a lot of people watching or listening to this 313 00:17:03,840 --> 00:17:07,240 Speaker 1: conversation might think, Wow, that is such a cool job. 314 00:17:07,440 --> 00:17:10,479 Speaker 1: How do I get a job like Andrea has? What 315 00:17:10,600 --> 00:17:12,919 Speaker 1: is one piece of advice that you would give to 316 00:17:13,040 --> 00:17:16,359 Speaker 1: the younger generation or to people watching or listening who say, 317 00:17:16,480 --> 00:17:18,720 Speaker 1: you know, this is a path I'd want to pursue, 318 00:17:19,280 --> 00:17:21,000 Speaker 1: Because I'm sure you get this question a lot. How 319 00:17:21,000 --> 00:17:21,720 Speaker 1: do I get there? 320 00:17:23,240 --> 00:17:27,840 Speaker 2: I would say maybe there's two things. One is one 321 00:17:28,000 --> 00:17:33,040 Speaker 2: is to to really to really believe in yourself. I 322 00:17:33,040 --> 00:17:34,600 Speaker 2: think that you have to have a lot of confident. 323 00:17:34,600 --> 00:17:37,240 Speaker 2: You have to like be curious, You have to be confident, 324 00:17:37,280 --> 00:17:39,119 Speaker 2: and you have to be candid. Right, those are all 325 00:17:39,160 --> 00:17:41,679 Speaker 2: the things that like candid about what you know, candidate 326 00:17:41,640 --> 00:17:44,439 Speaker 2: about what you don't know you know, curious to learn, 327 00:17:44,600 --> 00:17:47,240 Speaker 2: and confident that you're someone who could step into something 328 00:17:47,240 --> 00:17:51,119 Speaker 2: and figure it out. Related to that is that I 329 00:17:51,119 --> 00:17:53,199 Speaker 2: think you have to say yes to the things that 330 00:17:53,240 --> 00:17:56,680 Speaker 2: you don't know how to do. And I think That's 331 00:17:56,760 --> 00:18:00,600 Speaker 2: been a very consistent thread throughout my career journey is 332 00:18:00,640 --> 00:18:04,800 Speaker 2: that I've stepped into roles that I knew I really 333 00:18:04,840 --> 00:18:07,120 Speaker 2: didn't know what I was doing right out of the gate, 334 00:18:07,560 --> 00:18:10,760 Speaker 2: and you know, those three ce's, the confidence, the candor 335 00:18:10,760 --> 00:18:14,280 Speaker 2: the curiosity have been what's helped me sort through it. 336 00:18:15,200 --> 00:18:17,240 Speaker 2: But always sort of stepping into something that makes you 337 00:18:17,359 --> 00:18:20,960 Speaker 2: a little bit uncomfortable has really been an unlock for 338 00:18:21,080 --> 00:18:25,360 Speaker 2: me into progressing my career and taking on more meaningful journeys. 339 00:18:25,760 --> 00:18:27,719 Speaker 1: I do love that advice because I think that that 340 00:18:27,800 --> 00:18:30,159 Speaker 1: growth point comes from those moments where you are a 341 00:18:30,280 --> 00:18:32,719 Speaker 1: little bit uncomfortable and you are a little bit out 342 00:18:32,760 --> 00:18:35,600 Speaker 1: of your comfort zone. But how do you maintain that 343 00:18:36,080 --> 00:18:39,800 Speaker 1: confidence that first see when you feel so in over 344 00:18:39,800 --> 00:18:42,760 Speaker 1: your head in an area where you're not as familiar it. 345 00:18:43,359 --> 00:18:45,520 Speaker 2: I don't think that you ever get comfortable in it, 346 00:18:46,080 --> 00:18:49,920 Speaker 2: and I don't think that you ever feel You always 347 00:18:49,960 --> 00:18:53,040 Speaker 2: feel a little unsteady in those moments. And I think 348 00:18:53,080 --> 00:18:58,439 Speaker 2: that for me, it's been finding a way to have 349 00:18:58,600 --> 00:19:02,880 Speaker 2: comfort in the mess, comfort in my own discomfort because 350 00:19:04,080 --> 00:19:07,360 Speaker 2: I now I'm seasoned enough to know that it passes 351 00:19:07,800 --> 00:19:09,880 Speaker 2: and you find your way and all of a sudden 352 00:19:10,000 --> 00:19:12,399 Speaker 2: things click and you have these aha moments you're like, 353 00:19:12,400 --> 00:19:17,119 Speaker 2: I got this, I got this. But you know, being 354 00:19:17,280 --> 00:19:21,760 Speaker 2: you know, uncomfortable in the mass of learning and surrounding 355 00:19:21,800 --> 00:19:24,760 Speaker 2: yourself with people around you that you can vulnerably ask 356 00:19:25,240 --> 00:19:29,359 Speaker 2: questions and show the things you don't know. That not 357 00:19:29,400 --> 00:19:32,280 Speaker 2: only endears you to others as someone who has a 358 00:19:32,359 --> 00:19:35,679 Speaker 2: learning mindset and you know, but also it allows them 359 00:19:35,760 --> 00:19:36,560 Speaker 2: to want to help you. 360 00:19:37,560 --> 00:19:40,399 Speaker 1: Yeah, that is some great advice. Andrew Hopelane, thank you 361 00:19:40,440 --> 00:19:43,000 Speaker 1: so much for taking the time to talk with us 362 00:19:43,040 --> 00:19:45,280 Speaker 1: today on her playbook, brought to you by Kendra Scott. 363 00:19:45,320 --> 00:19:49,439 Speaker 1: Really appreciate it. Andrea Hopelane, the Senior vice president of 364 00:19:49,520 --> 00:19:53,480 Speaker 1: Publishing at EA Sports. Her playbook is brought to you 365 00:19:53,520 --> 00:19:56,520 Speaker 1: by Kendra Scott, the jewelry company that's shining bright and 366 00:19:56,560 --> 00:19:59,240 Speaker 1: doing good. Shop jewelry styles designed for every day and 367 00:19:59,359 --> 00:20:02,320 Speaker 1: every occasion in at your local Kendrascott store or at 368 00:20:02,359 --> 00:20:03,600 Speaker 1: Kendrascott dot com.