If you are a zealous FIFA fan, you had been hearing the “EA Sports, it’s in the game” intro since your childhood. Ain’t you? Even if you are not a FIFA fan, you have heard that iconic intro. Most people don’t know who’s voice is that and some people even think that the sound is artificial despite listening to it thousands of times.
For a lot of people including me, “EA Sports, it’s in the game” is the soundtrack to their childhood. That sensational voice belongs to the Canadian voice actor Andrew Anthony. Not only FIFA, but all the other games developed by EA Sports including UFC and NBA comes with Andrew’s legendary voice. EA is using his soundtrack for almost 30 years.
According to Andrew Anthony, it is an absolute fluke. The Canadian voice actor added,
It was the early ’90s – maybe 1992, 1993…I had a friend in the advertising business who was approached by the Electronic Arts people. They had just seven employees at the time and they asked if he could do a commercial for them. His initial response was ‘no, I don’t know who you are’. But they convinced him and he came up with this whole line. It was originally ‘if it’s in the game, EA Sports, it’s in the game’. And he called me up in Toronto and said ‘hey will you do this thing… for free?’ I said ‘yeah, of course I will! I don’t even know what this is but I get a free trip down to see you, so for sure’. I recorded it and thought I would never, ever hear anything about it again. And now it’s this mega-brand. Pretty cool.
Andrew also released a tutorial revealing how to enunciate the sentence properly.
First and probably most important is volume. ‘E. A. Sports’ is not something to be delivered lightly. It is firm. It is aggressive. It is your guts hurling through the air as you growl like a hungry dog on a T-bone. There is a swagger and it is attitude that makes this line sing.
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