EA Sports: “Joy” [00:30]# A boys stands sweating in a boxing ring, opposite him a full grown boxer. Another lad is playing ice hockey with the big boys. A girl, meanwhile, wins a tennis match against Serena Williams. Totally unathletic-looking types run cheering across a soccer pitch. What’s going on here? This is all made possible by products from EA Sports, which make gamers feel as if they were actually competing in the real sport. Super: “It’s in the game.”