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It Works From Home: EA Overhauled Its Broadcast Strategy to Capture the ‘Feeling of Connection’

On March 9, as it was becoming clear that life as we knew it would be shutting down in the San Francisco Bay Area, Electronic Arts’ broadcast team had less than two weeks to go until their next major global event and a lineup of shows throughout March, April and May that relied upon the two studios and control room at the game maker’s headquarters in Redwood City.   By March 11, however, they had a plan in place to use cloud-based broadcast production technology and were interviewing vendors. Each had different pros and cons that the EA broadcast team, led by head of broadcast Joe Lynch and senior technical production manager Brian Bredenbeck, were carefully considering. As the days ticked closer to the March 23 Apex Legends Global Series, the title’s coordinating producer, Simona Reed, urged the team to act. She needed time to prepare and train her staff, the show’s talent, and their players all around the world.   EA went with Grabyo, a company that helps companies create, distribute and monetize clips from livestreams.

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