soccer vedio game after a financial dispute with the global sport's governing body, it tapped the London-based agency Uncommon for the job—perhaps the most daunting marketing inviting players to feel like members of a new football club and not just viedo-game customers. The agency's “Welcome to the Club” campaign launched in April 2023, five months before the game went on sale, enlisting legends such as Zinedine Zidane, David Beckham, and current superstar Erling Haaland—as well as creatives like the rapper Dave—to make content for fans. It also set up camp at major games in European leagues to sell limited-edition merch, a tour that culminated in a party for fans in Amsterdam starring Haaland. Once the game launched in September, anyone who played in its first month became a “founder,” granting them in-game perks. With every move, Uncommon positioned the game as being fan-first.
