N-Gage / Fifa 08

Nokia’s gaming service N-Gage gave away 120,000 free copies of Fifa ’08 for compatible phones. It’s a very playable version of Fifa, and perfect for N-Gage users, 20 to 40-year-old men (boys) in quick dead-time situations. Football games are football games: you’re happy when you score, swear when you miss, develop ticks and screams, and sometimes don't move for hours at a time. Take this usually private gaming behaviour out of the living room, and combine it with public transport that’s suitable for N-Gage, hidden cameras and a gamer stooge. All the films are collected on a CCTV style site.