Cristiano Ronaldo has thrown his support behind a game hoping to topple EA Sports' dominance in football games, joining a group that has invested more than £30million into its publisher.
UFL, a console game set to launch in 2024, hopes to rival EA FC and eFootball, and former Manchester United, Real Madrid and Juventus superstar Ronaldo is likely to be the face of the game after he was unveiled as a part of a group that has ploughed $40m (£31.97m) into the game.
UFL, created by Strikerz Inc, will be free to play when it launches on PlayStation 5, Xbox Series X and PC, bringing fresh competition to EA FC, formerly known as the FIFA series until its relationship with the federation ended this year, and Konami's eFootball – the free-to-play successor to the Pro Evolution Soccer games.
“I’m thrilled to be a part of this project as UFL can become the new breed in football gaming,” Ronaldo said in a press release. Strikerz Inc. CEO Eugene Nashilov added: “Having Cristiano Ronaldo join us as a partner and investor is a significant step forward and an endorsement of our vision to create the world’s leading game for fans.
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"UFL is committed to innovation, technology and entertainment and we see significant potential to do things differently in the gaming industry. This is an ambition shared by Cristiano and we are excited to be working together, while continuing to engage with future investors, to create a game that fills a gap in the football gaming market by unifying a rich gaming experience with continuous progress and a fair approach.”
UFL and its makers face an enormous challenge to overthrow EA Sports' dominance in the football gaming market on consoles. With the benefit of a comprehensive licencing agreement with the top leagues, clubs and players from across the globe, plus the hugely popular and lucrative game mode Ultimate Team, EA FC – under its previous moniker of FIFA – has long been the leading console football game.
Cristiano Ronaldo is set to be the face of UFL as it tries to upset the established order of football gaming. (Getty Images)But Ronaldo's involvement in the game is sure to be a big boost thanks to his enormous global appeal. The Portuguese, who plays for Saudi Arabian club Al-Nassr, has more than 600 million Instagram followers and he is sure to be a huge marketing asset as UFL tries to get off the ground.
Ronaldo was the cover athlete for FIFA 18 and FIFA 19 after longtime rival Lionel Messi appeared on the cover art for four editions of the world-leading football game. Ronaldo has also featured on four Pro Evolution Soccer covers, most recently in 2021.
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