“Football is the universal language”
- César Luis Menotti
As EA transitioned its iconic football franchise from FIFA to EA Sports FC, we partnered with Electronic Arts to amplify the launch to gaming fans worldwide. While the name changed, the heart of the game remained the same, with players across more than 160 countries generating over 1.3 billion matches in the first week alone. Building on EA’s master brand campaign, “The World Is Playing,” our campaign leveraged Amazon’s expansive media reach to bring the campaign to life through bold, football-first storytelling. The work celebrated the passion and scale of the global player community, connecting fans through high-impact moments that captured the energy and universality of the sport.
In parallel with the global launch of the game we created an Amazon ecosystem designed to reinforce it’s scale and the passion surrounding it. The campaign began where gamers already live and breathe, TWITCH. There, we launched EAFC Week, a global effort that brought together some of the top EA Sports FC 24 streamers across 11 countries. For an entire week, creators dedicated their channels to the game. Showcasing gameplay, connecting with their communities, and celebrating everything EAFC had to offer.
EAFC Week
EAFC 24 Twitch Rivals
At the end of the week we had all the streamers face off in one-on-one EAFC competitions in a winner take all format.
The global scoreboard on Amazon
We also launched a first-of-its-kind global scoreboard ticker (featuring weekly API data from EAFC) inside a custom experience on Amazon.com. Living across 7 countries it let fans and customers keep up with all the goals and more. From exclusive content to ASINs, customers could also navigate to the official Twitch EA FC fan channel where we had cranked up the action on a global scale.
FireTV Content Hub
Alongside EAFC Week on Twitch and the global brand store on Amazon.com, we created an immersive content hub on FireTV. Fans could explore exclusive content, twitch replays, trailers and shop for the game itself.