Xbox is the brand which “Powers your dreams” so they wanted to empower gamers to unlock the full potential of their football dreams. Xbox Game Pass is Xbox’s subscription service – a ‘Netflix for games’ – that gives players access to hundreds of games for a monthly price.

The brief was to make Football Manager fans see Xbox Game Pass as the best place to play. The objectives were to increase the number of Xbox players of FM24 compared to FM23 and to increase Xbox’s brand association with football.

THE CREATIVE IDEA: For the launch of FM24 on Xbox Game Pass, Xbox showed the power of gaming. They partnered with Bromley Football Club to announce a job as a football tactician.

The only way to apply was through FM24 on Xbox. Nathan Owolabi, a Football Manager fanatic and Wembley Stadium tour guide, secured the job. Nathan’s journey from gaming chair to dugout was filmed in a documentary on TNT, the UK’s biggest sports channel.

The documentary explored the similarities and differences between the real and virtual worlds as Nathan overcame his shyness and bonded with the team, some of whom initially doubted his gaming credentials.

Nathan brought his skills and experience from the game to the team’s backroom working on data-based team selection, opponent analysis and tactics. His work helped the club secure their best league performance in their 130-year history, proving that a gamer can change the game of football.

THE STRATEGY: Our approach was to focus our communications primarily on the community of passionate football and gaming fans, people who would be excited about this unique opportunity to use their football management skills in the real world. For Xbox to win fans in the community they needed to actually give back and do something meaningful not just produce comms or a stunt.

This approach gave the idea credibility and generated a massive amount of hype, helping the story break through from sports pages to front pages with earned PR. The primary target audience was Football Manager gamers and football fans who would apply for the job at Bromley FC or encourage their friends.

The secondary audience was football and gaming fans who would watch the documentary and follow the story. The final audience was the mainstream audience who would hear about the idea through press and engage with the content.

THE EXECUTION: In November 2023, to launch FM24 on Xbox Game Pass, Bromley FC announced an open job role as a tactician, with applications exclusively through Xbox.

Manager Andy Woodman told viewers “it could be you” in a viral press conference video on Bromley’s twitter viewed 2M times. Hundreds of commenters claimed “it’s my time” or tagged friends to apply.

Rather than showing a CV, applicants had to gain the Xbox achievement “Championes” by winning a league and submit a 1-minute video telling Bromley FC’s manager why they deserved the job. Outlets spanning BBC Sport, Daily Mail, Hypebeast, ESPN, CNN, The Athletic and many more covered it. We also ran targeted ads on social media and LinkedIn.

After an intensive selection process Bromley interviewed three gamers; one was given the job. An in-depth, 60+ minute documentary in three parts followed Nathan Owolabi’s journey, going behind the scenes of Bromley throughout the season as he helped them get promoted for the first time in the club’s 132-year history.

RESULTS: * 190% increase in Xbox gamers on FM24 compared to FM23 * 1.5 billion total campaign impressions * 1.2 million people saw the job advertisement * FM24 Impressions increased by 416% * It was the most played Football Manager game ever * Bromley FC had their highest league position, highest points tally and fewest defeats * Bromley FC’s best season in their 132-year history, gaining promotion to the EFL for the first time ever

It was a new way of recruiting talent, a new game data-led approach to the sport, and an entertainment product all in one – and had a fundamental impact on the business, making it the most played FM ever.