EA finally putting ESPN license to good use

In a welcome shift from their standard corporate policy, EA is finally putting their expensive partnership with ESPN to good use:

At EA Studio Showcase, the next level of ESPN integration was displayed in NBA Live 07 for the Xbox 360, and it is finally something worth all the cash EA paid for this 15 year partnership. When online, not only will you have the ESPN ticker at the bottom of the screen updating you on the latest news and scores, but you will be able to listen to streaming podcasts of ESPN Radio, including Mike & Mike and The Dan Patrick Show.

But that's only the beginning.

ESPN Original Programming is also in the mix, enabling you to back out of your game and watch shows like the latest Pardon the Interruption, all within NBA Live.

Play your Dynasty, watch for the big news to hit the ticker, then after your game check out Tony Kornheiser and Mike Wilbon as they debate the hot topic, only to go right back into your season.

Sure beats a logo slapped in the corner of the screen. Will this kind of stuff convince anybody to buy NBA Live 07?

[Thanks Matt T]

This article was originally published on Joystiq.