Prominent football commentator Guy Mowbray has granted video game publisher Electronic Arts (EA) permission to use an artificial intelligence-generated version of his voice. The agreement allows EA to replicate Mowbray’s vocal patterns to pronounce player names within its upcoming football simulation title, EA Sports FC. This arrangement represents one of the most high-profile public licenses of a commentator’s voice for AI synthesis in the gaming industry to date.
The Nature of the Agreement
The permission was confirmed through a report by GamesIndustry.biz. According to the information, Mowbray has permitted EA to “replicate his voice” using AI technology specifically for the purpose of generating audio for in-game player name announcements. This technology is typically used to create dynamic commentary that can accurately call thousands of player names from global leagues, a task impractical for continuous manual recording sessions.
Mowbray is a well-known voice in British football broadcasting, having served as a lead commentator for the BBC’s Match of the Day and covering major tournaments like the FIFA World Cup. His distinctive voice is familiar to millions of football fans, making its digital replication a significant development for the authenticity of sports video games.
Context and Industry Practice
The use of AI for dynamic commentary and name pronunciation has become an increasingly common tool for sports video game developers. Recording commentators for every possible player name, including new transfers and youth prospects, is logistically challenging. AI voice synthesis offers a scalable solution, allowing for new names to be added via software updates without requiring the commentator to return to the recording studio.
EA Sports has utilized similar technology in its FIFA series, the predecessor to EA Sports FC. Other sports game franchises also employ voice synthesis for play-by-play commentary and roster updates. This deal is notable, however, for the explicit and public consent given by the commentator, addressing growing ethical and legal questions surrounding AI and voice rights.
Implications for Voice Actors and Rights
This agreement highlights the evolving relationship between performers and artificial intelligence in the entertainment and gaming sectors. By formally licensing his voice, Mowbray sets a precedent for negotiated compensation and consent, distinguishing the arrangement from unauthorized voice cloning. The move is likely to be closely watched by other commentators, voice actors, and their representative unions.
Industries worldwide are grappling with how to regulate AI’s use of personal attributes like voice and likeness. Professional guilds, such as SAG-AFTRA in the United States, have negotiated terms covering AI replication in film and television. This deal in the gaming sphere underscores the commercial reality of the technology while demonstrating a potential model for lawful and consensual implementation.
Forward-Looking Developments
The integration of Mowbray’s AI voice will be featured in the next installment of EA Sports FC, expected to be released later this year. Industry observers anticipate that similar licensing agreements between high-profile personalities and game developers will become more frequent as AI audio tools advance. The focus will likely remain on establishing clear contractual frameworks that define the scope of use, duration, and remuneration for the digital replication of a person’s voice.
Source: GamesIndustry.biz
