SportsPro editor at large Eoin Connolly is joined by two guests from the award-winning Ear To The Ground agency, chief executive Richard Adelsberg and chief innovation officer Owen Laverty. As EA Sports prepares to release the latest edition of its all-conquering FIFA videogame series, they discuss how that title and others like it have created communal spaces for fans, and what brands need to understand if they are going to add value. They also talk about the role of music and influencers, the importance of embracing play and participation, and the trends that are now shaping digital communities.