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.
FIFA 18
FUT United Engagement Program
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. To date, our kits have been downloaded by 8.3 million fans across APAC.
