Unfiltered Soccer with Landon Donovan and Tim Howard
Episode: EA Sports FC 26 Ratings with Nicole Baxter (October 28, 2025)
Guests: Nicole Baxter (Assistant Producer, EA Sports)
Main Theme:
This episode delves into the behind-the-scenes process of EA Sports FC 26 ratings, especially as it relates to both the men's and women's game. Landon Donovan and Tim Howard are joined by Nicole Baxter, a former pro and now an assistant producer at EA Sports, to discuss how video game ratings are decided, their impact on the real soccer world, and how the women's game is being elevated within the franchise.
Episode Overview
Donovan and Howard use their trademark humor and transparency to unpack the complexities behind EA Sports’ football ratings—a topic that stirs intense debate among fans and players alike. Nicole Baxter provides insider perspective on how Ultimate Team live content works, what goes into creating player ratings, and how the growth of women’s soccer is being consciously fostered within EA Sports' offerings. Throughout, the trio dive into the influence of video games on soccer culture while sharing candid personal stories and industry anecdotes.
Key Discussion Points & Insights
1. Nicole Baxter’s Journey from the Pitch to EA (02:14–03:45)
- Baxter shares her transition from playing in the NWSL and Sweden to landing a role at EA Sports. Her humorous recount of applying for a VP-level job right out of professional soccer sets the tone for a candid, behind-the-curtain conversation.
"The salary was like 300k. I was coming off of like a 30k salary in the NWSL. I was like, I like that one." (Nicole Baxter, 03:28)
2. The Role of Ultimate Team & Live Content (04:27–06:01)
- Baxter explains Ultimate Team, her role in player selection and item creation for campaigns, and the integration of live football performance into virtual upgrades.
- Details on how licensing and data teams support this process, with real-world performance and emerging stars (across both men's and women’s games) reflected in-game.
- Example: Highlighting the women’s Euros through special in-game campaigns.
3. Impact of Video Games on Soccer Fandom, Especially for Women’s Game (06:21–08:50)
- Baxter describes her mission: “Put the women in the video game and create that fandom for them.” She notes the transformative impact of being featured in EA Sports, as social followings and visibility rise.
"You're seeing that they're gaining these social followings. It's been really cool to watch that." (Nicole Baxter, 07:19)
- Howard and Donovan share anecdotes of American players and athletes in other sports discovering soccer via FIFA/EA, underlining the powerful cultural bridge video games provide.
"The only educational medium he had was a video game. And that's for like millions of people." (Tim Howard, 08:19)
4. Real-World Influence of In-Game Ratings and Campaigns (08:50–10:26)
- Baxter narrates the “Frida Rolfo phenomenon”—from initially lukewarm interest to a surge of fans tracking her recovery and performances, illustrating in-game ratings’ real-life impact on player exposure.
"Suddenly she was posting with her new player item. All these new fans were commenting on her stuff." (Nicole Baxter, 10:17)
5. On Being ‘In the Game’—The Importance of Ratings (10:26–12:53)
- Donovan and Howard reflect on how being encoded into EA Sports is a badge of honor.
"The minute I was on the COVID of Fee at that time, FIFA, my friends would text me and be like, dude, you're actually a real player." (Landon Donovan, 10:40)
- Discussion about the internal logic of selecting cover athletes and how it’s become more narrative-driven over the years (11:41–12:53).
6. How Player Ratings Are Determined (16:47–18:22)
- Baxter offers transparency on the process:
- Specialist DCNL producers, dedicated to specific leagues
- Use of comprehensive statistics, match scouting, and subjectivity
- Ratings reflect both visible ‘OVR’ stats and intricate sub-attributes (playstyles, roles, etc.)
"It's actually like a lot... more intricate than you would think when you just like, look at a player and see their OVR rating." (Nicole Baxter, 18:08)
7. Equality of Coverage Across Leagues (18:44–20:04)
- Despite the perception that only elite leagues get attention, every league, even lower tiers, receives dedicated producers and scouting.
8. The Role of Subjectivity, Player Feedback, and Internal Culture (21:16–22:28)
- Stories about players and coaches contacting EA (or Nicole personally) to complain or ask about ratings.
"I've had NWSL players, NWSL coaches text me and be like, what is going on here? And sometimes I agree with them." (Nicole Baxter, 22:28)
- Sometimes, EA reacts to playful or public athlete requests (e.g., Yamal lobbying for a specific playstyle and EA granting it as a nod to social engagement).
9. Player Scanning & Animation Process (26:04–28:58)
- The practical challenges of capturing player likenesses and movements for all in-game athletes.
- Limited “star heads” at launch, more get added over time.
- Entertaining discussion about what features players would want changed (Donovan lobbying for a full head of hair, with Nicole volunteering to champion the cause).
10. Most Popular Teams in EA Sports FC (29:01–30:15)
- Unsurprisingly, teams like Barcelona (women’s especially), Real Madrid, and top Premier League clubs dominate picks.
- Discusses strategies and goals to grow engagement around less-headline women’s clubs, like Paris FC.
11. Messi and the Inter Miami Effect (30:03–30:35)
- Notable increase in usage of Inter Miami thanks to Messi’s arrival, illustrating the commercial and grassroots ripple effect of player moves.
12. The Broader Cultural & Developmental Impact (30:35–31:57)
- Donovan and Howard credit video games for not just fostering fandom, but igniting a deeper understanding of tactics and global players—even for their own kids.
"I learned so much, not only about players, but just about how to play and how to move and how to run by playing the game, by actually playing the video game." (Landon Donovan, 30:48)
- Baxter commended for her role in driving exponential growth in the women’s game through digital representation.
Memorable Quotes & Moments
-
On applying for a VP job fresh out of NWSL:
"The salary was like 300k. I was coming off of like a 30k salary in the NWSL. I was like, I like that one."
(Nicole Baxter, 03:28) -
On the transformative power of inclusion in the game:
"My friends would text me and be like, dude, you're actually a real player. And I'm like, what are you talking about?"
(Landon Donovan, 10:40) -
On player social impact from Ultimate Team campaigns:
"Suddenly she was posting with her new player item. All these new fans were commenting on her stuff. Like, it's incredible what this video game can do for women's soccer."
(Nicole Baxter, 10:17) -
On how the system for ratings works:
"...these people probably know better than I do, but there's always... some aspect of, like, subjectivity. But when it comes down to it, the ratings are so intricate..."
(Nicole Baxter, 17:26) -
Donovan jokes about being incentivized to defend better for a higher rating:
"If I had known that while I was playing and like my defending was a 65, I would have defended harder. I swear on my life."
(Landon Donovan, 23:58) -
On the rise of Inter Miami thanks to Messi:
"Have you all seen a rise with Inter Miami because of Messi?"
(Tim Howard, 30:03)
"Oh, yeah. Oh, yeah."
(Nicole Baxter, 30:11) -
Donovan’s closing tribute to Nicole’s work:
"I can't stress this enough because... you are growing the sport, particularly on the women's side, exponentially."
(Landon Donovan, 30:41)
Notable Timestamps
- [02:14–03:45] — Nicole Baxter’s background and transition to EA Sports
- [04:27–06:01] — Explanation of Ultimate Team, player selections, and live campaigns
- [07:19] — Nicole on building women's sports fandom via video games
- [08:50–10:26] — Frida Rolfo Ultimate Team campaign story
- [16:47–18:22] — How ratings are researched and determined
- [21:16–22:28] — Player/agent feedback and how EA occasionally responds
- [26:04–29:01] — Player scanning and animation process, with a humorous bit about Donovan getting hair in the next game
- [29:01–30:15] — Popular teams and efforts to promote smaller women's clubs
- [30:03–30:35] — Messi’s impact on Inter Miami popularity
Episode Tone & Style
The conversation is lively, playful, and self-deprecating—Donovan and Howard blend honest curiosity with banter, Nicole is approachable yet authoritative, breaking down corporate process with intimate, player-first perspective.
Summary Takeaway
This episode shines a spotlight on how EA Sports FC and its team of experts are shaping not just a video game, but the landscape of soccer fandom and visibility—particularly for the women’s game. With real-world stories, transparent answers, and plenty of humor, listeners come away with a new appreciation for the painstaking work (and unexpected influence) behind the world's best-selling soccer franchise.
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