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Xbox

Everyday Tactician

DESCRIPTION
Modern football is dominated by a few rich clubs, the ones that can afford to hire big teams of coaches and analysts. That means smaller clubs have to struggle to compete for talent. So for the launch of “Football Manager 24,” the latest edition of the most realistic video game to simulate what it’s like to manage a soccer team – Xbox decided to help the small club Bromley FC recruit its next tactician from an untapped talent pool: gamers.
The announcement made headlines everywhere and people from around the world applied. Nathan Owolabi, a dedicated “Football Manager” player, got the job. He used the data skills he honed while playing the game to help the club in the real world: developing formations, finding new strategies and uncovering the opposition’s weaknesses. The story of this unusual approach to football was told in a documentary series on TNT Sports, the U.K.’s biggest sports broadcaster.
Truth Well Told: With the help of a data-savvy gamer, the club achieved the best season ever and was promoted to League Two for the first time in its 132-year history. Perhaps more important, Xbox saw a dramatic increase in gamers playing “Football Manager” on the console, and “Football Manager 24” became the most played edition in the history of the game franchise.
CLIENT
Microsoft/Xbox
BRAND
Xbox
REGION
Europe & UK
CATEGORY
Brand Experience & Activation
CREATIVE DATA
DIRECT
ENTERTAINMENT FOR GAMING
ENTERTAINMENT FOR SPORT
PR
TITANIUM
INDUSTRY
Leisure: Gaming
AGENCIES
McCann London