FUT United Engagement Program


We made a socially-driven platform that empowered fans to create and share FIFA 18 content.

For FIFA 18, EA Games needed a new way to engage players across the diverse range of Asian markets. It had to be player-centric, designed for social and representative of the culture of football.

Analysing how fans engage with football across the region, we created FUT United – a custom- built, social media-powered program that gamifies the creation and sharing of FIFA 18 content. 

To launch FUT United across APAC, we created unique data-driven kits for each country, which were added to FIFA 18 as digital team uniforms, available for anybody to purchase in-game.