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RETAILBIZ: EA SPORTS MMA MCV 15/10/10 71


As the character develops and moves up the ranks there’s the ‘Strikeforce’ to tackle – one of the biggest stages in Mixed Martial Arts. Trainers that will help the player along the way include seasoned pros Randy Couture, Pat Miletich, Rickson Gracie and Bas Rutten. EA says no two career mode playthroughs will be the same, adding replay value to the game.


In submission battle mode, opponents must strategically manage their advances and preserve their stamina to win. There’s also the ability to choose from various weight classes, rule sets and ring types – including hexagonal and circular cages.


Players can even put themselves in the game via the ‘Photo Game Face’ upload with the option of creating their own custom roster of fighters. These


can be shared with friends and uploaded online through Xbox Live and PSN. One competitive online mode is Belt Race, which gives users experience points after every match as they aim to secure a belt. Once secured, other players can challenge them to defend their title online. There’s also the option for players to become a fight promoter and set up their own fight nights that they can commentate to themselves. The best ones will be scouted by EA promoters who offer gamers the chance to fight for real world prizes and online fame. Gameplay-wise, EA Sports MMA boasts a modified version of the impressive Fight Night game engine that combines graphical realism with an intuitive control scheme. Dubbed ‘Total Strike Control’, players can go on the offensive by striking with elbows, knees


and kicks via analog sticks or buttons. As players are attacked or attempted to be forced into a grapple, the controller rumbles to warn them, giving them a short time window to respond and defend themselves.


The game also boasts a wide variety of fighters to choose from including Fedor Emelianenko, Randy Couture, Frank Shamrock, Dan Henderson, Shinya Aoki and Ronaldo Souza.


EA MARKETING


The publisher is promoting EA Sports MMA with a marketing campaign that will see the game promoted online, in print and on TV. Last month the game was showcased at the BAMMA 4 fighting event (see ‘EA’s Big Brother’). Brandvik adds: “We’re targeting the core MMA fan with this campaign, and


we’ll be broadening this out to sports gamers with targeted outdoor advertising.


“Our experiential activity as well as the demo also allows people hands-on time to test out the key features and get a real feel for the game.”


EA’S BIG BROTHER


EA Sports MMAwas showcased at the National Indoor Arena in Birmingham last month, as part of the BAMMA 4 event. That’s where the fight between Tom ‘Kong’ Watson and Alex Reid – famed for his appearance in celebrity Big Brother this year and for being the current other half of model Katie Price – took place. And where Reid got spanked. The promotion is part of a deal


between EA and BAMMA that the publisher says allows it to target the core Mixed Martial Arts fanbase.


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