Andrew Wilson, head of Electronic Arts, showed interest in NFT and digital collecting months ago. However, everything indicated that the company would stay away from this sector due to several recent controversies, but things have just changed.

EA announced an alliance with Nike and its SWOOSH platform, specialized in immersive experiences and digital collectibles. The companies announced that upcoming EA Sports titles will feature SWOOSH creations. In other words, they will have NFT.

EA will bet on NFT in its sports games

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Through a statement, the companies explained that their project aims to "enhancing and personalizing the virtual sports experience for fans all over the world". They also seek to offer players new ways to express their style in the titles.

While the companies make no direct mention of an NFT collection, SWOOSH launched a collection of non-fungible esports-related tokens earlier this year. EA said the partnership will offer "immersive new experiences" and "new levels of customization within the EA Sports ecosystem."

“All of us at EA Sports are focused on leading the next evolution in sports fandom, and this new collaboration with our longtime partners at Nike sits directly at the intersection of innovation, sport, and culture,” said Andrea Hopelain, SVP of brand for EA Sports and Racing.

The companies said they will share more details of this collaboration and how SWOOSH's digital creations will be integrated into EA Sports games in the future.