Lenovo's 3D scans were made for the Fifa World Cup, but true value may lie in video games
Source: The Business Times
Published on: 2026-06-05 09:43
[ZURICH] Lenovo's new ChatGPT-style tactical chatbot may have been touted as the centrepiece of its technology pitch for this month's Fifa World Cup, which kicks off in Mexico City on Thursday (Jun 11). However, a true commercial goldmine may lie elsewhere: some 1,200 hyper-realistic digital avatars of players that could give football's world governing body Fifa an edge in the multibillion-dollar global video game market. After Electronic Arts (EA) dropped the "Fifa" naming licence from its flagship video game in a bitter dispute back in 2022, football's world governing body has lost out on hundreds of millions of dollars in licensing revenues. Now, it has become something of an arms race for digital assets. After the dispute, Fifa president Gianni Infantino vowed to launch a rival video game franchise, while EA acquired optical tracking company Tracab to build its own volumetric data...
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