Madden NFL’s ‘Jacksonville Tribute’ livestream gets underway this afternoon

Electronic Arts via Polygon

EA has announced a new initiative to support the victims of the Jacksonville Landing mass shooting, and unite the community following the tragedy.

On Wednesday evening, the company announced via its website that it would make a $1 million contribution to the victims’ families from EA, as well as hold a livestream play event to celebrate the Madden NFL family.

“First, we’re making a $1 million contribution to support the victims of last Sunday’s events,” the announcement reads. “We’re also working to set up a fund where others can contribute alongside our donation, and we will come back very soon with further details. Contributions will go to the victims, including the families of Taylor Robertson, Elijah Clayton, and all those who were affected.”

The livestream will take place on Sept. 6. The company is reportedly already working with players and fans to ensure people are able to come together to support and play in the livestream event.

“We’ve heard from so many of you that you would like to support the victims, and to show that this horrific event will not define us, but only serve to make our community stronger,” the post reads. “We’re already working with many of you to help make this happen through the livestream.”

The shooting in Jacksonville resulted in the deaths of two players, Elijah “TrueBoy” Clayton and Taylor “SpotMeplzzz” Robertson, along with the shooter, who killed himself. Multiple other people were injured during the shooting. Since the tragedy, EA has since cancelled its upcoming Madden Classic qualifiers. and has begun re-evaluating safety protocols surrounding its live events.

Update, Sept. 6: The livestream is under way at 5 p.m. today, and can be watched below via Twitch or on five other platforms.

It may also be viewed at:

Full details about EA’s Jacksonville Tribute are available to read on its site. For those who wish to contribute to the Jacksonville Tribute Fund, information is on this site.

Comments

How about donate last years Ultimate Team revenues. Just the one year.

They’re donating a million dollars, and the best thing you come up with is "yeah but why not more"?

Please go away.

No, they should have had adequate security. This is them trying to make up for it, it’s not enough.

You clearly understand sarcasm. For obvious reasons they wouldn’t do that and nobody should expect them to. But for a big EA event (or sponsored), they should have had more security. Even one year of that revenue is still a drop in the bucket. At least its more than a $1MM PR stunt

"Oh man I look like an idiot, better pretend I was being sarcastic!"

Trying to make sarcasm happen in online threads with randoms…smh… Why are people still trying in 2018?

Wow that’s… very kind of them. I mean, yes, we all know it’s a big company, that’s a drop in the bucket for them, likely tax deductible and potentially just a big pr boost for a company known to be in the negatives with opinion…BUT, it is kind and going to make a big difference in the lives of people who are going through something absolutely terrible. It’s kind of a relief as someone who can’t do much to help hearing that at least they won’t have to worry about bills for a little while.

It’s a double-edged sword combo of doing something good, and taking advantage of a situation by trying to spin their awful PR 180 degrees before BFV launches next month.

Good on you EA.

I’ve been saying it for months, but I’ve noticed a distinct improvement in EA as a company since the Battlefront II debacle. Good on them for continuing the trend.

Seems like they’re trying to cutoff a potential negligence lawsuit at the pass. If I were those kids families, I would bring a civil suit about for negligence around failing to provide proper security at an EA/Madden sanctioned event. I guarantee you that would net those families way more than $1M.

Maybe, maybe not. There is a formula for how they decide this stuff and it’s not necessarily millions per person. I recommend listening to the freaknomics podcast on it. Either way it’s a hard thing to figure out.

http://freakonomics.com/podcast/kenneth-feinberg/

That said I hope they kick in for any medical expenses beyond this.

Lawsuits take time and money and energy they most likely don’t have right now. EA doing this right away is a really great move that will help the families/victims immediately.

At least they didn’t sue the victims like MGM

That seems like an inordinately low bar to hold to a billion dollar company.

And yet, here we are.

Yeah, MGM is a 26 billion dollar company… they set the low bar.

is this livestream hosted by EA and will have ads and shit? or is this a community-driven event?

if it’s the former it’s kind of a big commercial for the madden brand and that’s just gross

I just watched a few minutes of it and it seems pretty respectful and not PR focused. They have a lot of community members on talking about the victims, are raising funds for the families, and are trying to provide resources for dealing with mental health crises. Not sure what else to expect from them, and not sure why people are assuming everyone in the company is just some heartless person only looking for a PR boost. I’d imagine this was pretty heart-wrenching for EA employees and they want to do what they can.

not sure why people are assuming everyone in the company is just some heartless person only looking for a PR boost

a casual glance at history should reveal why i’m concerned with how a multi-national corporation (and not individual employees) is handling this

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