FC24 Global Launch

The challenge was monumental: how to introduce FC to the world and ensure the millions of FIFA players transitioned seamlessly? EA SPORTS embarked on a global campaign of epic proportions, aiming to culturally imprint the FC brand on over 400 million football fans and gamers.

Leveraging the power of large-scale media, innovative partnerships, and immersive experiences, the campaign sought to not just announce FC, but to establish it as the new global icon of football gaming. From Times Square to Tokyo, the message was clear: everyone's playing FC. The launch wasn't just a rebrand; it was a rebirth, a declaration that the future of football gaming had arrived.

FIFA's gaming legacy, spanning nearly three decades, had cultivated a devoted global following with deeply ingrained expectations. Our task was to navigate the delicate balance between honoring this rich history and injecting fresh energy into the franchise.

We needed to create a visual and experiential overhaul that would excite longtime fans, entice newcomers, and position FIFA24 as a cutting-edge leader in the competitive gaming market. This required a nuanced approach to design, marketing, and user experience that would respect tradition while boldly stepping into the future of digital sports entertainment.

Dominating iconic OOH locations like Times Square, Piccadilly Lights, and Shinjuku Cross, FC24’s presence was unmissable. The campaign extended to TV, OTT/VOD, cinema, digital platforms, and social media, ensuring comprehensive reach. Strategic partnerships with Twitch/Amazon, Spotify, and OneFootball amplified the message, engaging football, gaming, and culture enthusiasts. Innovative activations, such as the Twitch "FC Week" and Spotify's immersive audio campaign, created memorable experiences and drove engagement.

This multi-pronged approach aimed to bring audiences closer to FC and solidify its position as the new standard in football gaming.

The campaign also directly contributed to 1.1 million sales/entitlements. These impressive results underscore the effectiveness of the campaign in not only driving awareness but also converting interest into tangible engagement and sales, solidifying FC24 as a global phenomenon.