1. The most Zlatan thing EA could possibly do.

Fans wanted Zlatan Ibrahimović back in EA Sports FC. EA heard them and went nuclear: they created Zlatan FC, an entire team where all 11 positions are filled by Zlatan. Goalkeeper? Zlatan. Center midfielder organizing the attack? Zlatan. Striker finishing the goal? Also Zlatan. Manager shouting from the sidelines? You guessed it. It's the ultimate fan service meets the ultimate ego trip, brought to life because Zlatan once famously declared he could play all 11 positions. And now he finally gets to prove it in a video game where logic doesn't apply and confidence is the only stat that matters.

The brilliance is how perfectly it captures both what fans love about Zlatan and what makes him insufferable in the best possible way. Most athletes would never agree to something this absurd, but Zlatan personally requested the custom kit and logo, because of course he did. It's the kind of over-the-top fan service that generates conversation, gets shared across social media, and reminds players that sometimes the best way to build loyalty isn't through serious competitive features, but by creating ridiculous, shareable moments that prove you're actually paying attention to what your community wants.

2. Sonic's been training for this his whole life.

Sonic the Hedgehog has spent decades collecting gold rings and running at supersonic speeds. Now he's officially going for Olympic gold. The International Olympic Committee just signed a multi-year licensing deal with Sega to feature the bright blue speedster across Olympic merchandise. You'll see Sonic snowboarding, running track, and embodying what the IOC calls "shared values such as friendship, excellence and respect", which translates to "we need younger audiences to care about the Olympics again." It's actually the IOC's second pop culture licensing deal; they partnered with Looney Tunes characters last year. Apparently the five rings alone aren't cutting it anymore.

There's something both pragmatic and slightly desperate about this move. The Olympics are struggling to connect with younger generations who'd rather watch esports than curling coverage, so they're borrowing characters those audiences already love. Their thinking is probably: “why build new mascots when you can license established ones with built-in fan bases?” but it also reveals how traditional sports organizations are scrambling to stay relevant in a fragmented media landscape. Whether a blue hedgehog on a snowboard actually makes Gen Z care about the Winter Games remains to be seen, but at least the merchandise will probably sell better than whatever generic mascot they would've created instead.

3. The longest grind in gaming history.

I spent countless hours in high school mastering combo chains in Tony Hawk's Pro Skater without ever setting foot on an actual skateboard. That's the magic of skate games - they let you experience the culture, creativity, and thrill of skating without the broken bones or scraped knees (to my mom’s relief). EA's skate franchise understood this better than most, which is why when it disappeared 15 years ago, fans never stopped asking for it back. Now it's finally returned, and instead of a typical marketing blitz, EA handed the relaunch to the skaters themselves. The "Drop In" film features legendary pros like Ishod Wair alongside 100 street-cast locals in Mexico City, shot by a skater cinematographer in a style that deliberately blurs the line between real skate videos and video game footage.

The approach reflects something important about engaging passionate communities. EA could've announced the return with flashy trailers and influencer partnerships, but they understood that skate fans kept the franchise alive through 15 years of absence. The campaign acknowledges that debt by making the community the centerpiece, not as token representation, but as actual collaborators who helped rebuild the game. It's a reminder that when you disappear for over a decade, you don't show up with manufactured hype, you earn your way back by proving you listened the whole time.