Xbox turned a Football Manager gamer into a real tactician, boosting subscriptions and engagement.
Xbox wanted to tempt PC gamers to sign for its Game Pass subscription service. But an attempt to get fans of its hit Football Manager franchise to use the service stalled.
A campaign sought to re-engage fans by recruiting a football gamer to advise National League side Bromley F.C. on its tactics. A film of the recruitment of the gamer was launched, with announcements during the season treated like team news, amplification via creator partnership, and a docuseries. At the season’s end, Bromley F.C. were promoted.
This case presents evidence the campaign produced an increase in sales, penetration, game play, and engagement.