EA will make its Super Bowl debut on Sunday with a Dante’s Inferno commercial. With an estimated ad spot cost of $100,000 a second, EA is sure to have something that might even make this year’s game worth watching up their sleeve, as the ad airs during the fourth quarter.

According to EA President, Frank Gibeau,”even within the spectrum of live sports events, the Super Bowl stands apart, almost as a national holiday. The Super Bowl is a bull’s-eye in terms of cross-over to our core demographic and the reach is outstanding. Not only does it draw 100 million viewers, but most people watch the Super Bowl live, a rarity in the world of DVRs. While digital outreach to Facebook, Twitter, and online bloggers is a core part of our marketing strategy, we felt that advertising during the Super Bowl is an excellent way to introduce this new IP to a massive cross-section of people who are likely already familiar with the dark and twisted Divine Comedy.”