'Fifa Football 2003' can be played across a number of platforms, including PC, Nintendo GameCube and Gameboy Advance, Sony PlayStation2, and Microsoft's Xbox.
The ads, created by Wieden & Kennedy in Amsterdam, focus on the myth that there is a 12th man on the pitch in some football games.
The TV ads, feature post-match interviews with footballers Edgar Davids, Roberto Carlos and Ryan Giggs, all of whom refer to the presence of the 12th man in some matches.
A voiceover in the TV commercial invites computer games players to "Get on the pitch, get in control... be the 12th man".
The drive runs throughout November, beginning with print ads across newspapers and magazines in 22 countries in Europe.
In the UK, ads will appear in newspapers The Sun, The Mirror, Daily Star, Sunday Times and the News of the World and magazines such as Loaded, FHM, Front and Four Four Two.
The TV ads will run across terrestrial and digital channels across Europe. In the UK, they will appear on ITV1, Channel 4, Five and cable channels including MTV and Emap's music channels.
There will also be 48-sheet posters and ads on hoardings at football matches.
Al King, EA's director of consumer marketing Europe, said: "The game is targeted at 16- to 34-year-old gamers who own or play on the required hardware; the focus this year is on the hardcore gamers, as well as the more mainstream segments."
The ads were shot over three days on location in Manchester, Madrid and Milan by director Wayne Holloway, though production company Stark Films.
W&K was awarded the 'Fifa Football 2003' account in August following an international pitch.
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