ABOUT

FIFA 18, the latest in the football videogame series, was going to be crucial for Xbox. However, Xbox’s competitor had paid a fortune to buy all the marketing rights for the game. It meant that while they had total freedom to advertise the game any way they wanted, we at Xbox had the opposite – a 100% ban on marketing the game across all media. We couldn’t even show our own game packshot.

How could we market a game we were forbidden from marketing?

We leveraged something bigger than videogame football – real football.