FIFA18 was crucial for Xbox. But PlayStation had all the FIFA marketing rights. How could we market FIFA when it was forbidden? By leveraging something bigger than videogame football – real football. Collaborating with Real Madrid, we translated every move on the pitch into the Xbox buttons for FIFA via interactive pitchside perimeter boards. It linked FIFA with Xbox without naming the game, making our audience better at FIFA on Xbox, reaching 650 million viewers per match (x 12 matches) & the FIFA unique player base grew 10% y.o.y. from launch through to Q3
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