Xbox - The Everyday Tactician

The Problem

UK National League teams struggle to discover fresh talent to elevate their game.

The Insight

Football Manager players dedicate countless hours mastering tactics, formations, and strategy—engaging with football on a deeper level than most fans.

The Idea

To launch Football Manager 2024, Xbox turned the game into a real-life recruitment tool. Collaborating with Bromley FC, Xbox opened the door for gamers to apply their tactical genius on the pitch, hiring one top Football Manager player as the team’s official tactician.

The Results

• 23M views on the job ad.

• 1 gamer who became Bromley FC’s tactician.

• 190% growth in Football Manager players on Xbox.

• The most-played Football Manager in history.

• Bromley’s best season in 130 years.

• Titanium and Grand Prix wins at Cannes Lions for Direct and Entertainment for Gaming.

• By blending gaming and reality, Football Manager 2024 changed the game—literally.