BRIEF: Manage the EA SPORTS English language online FIFA Community for the FIFA videogame to drive player engagement and unit sales. Act as the face / voice of EA SPORTS within online channels and provide player support where required.

OBJECTIVE: Support players through the launch of FIFA 10, FIFA World Cup 2010, FIFA 11 and FIFA Ultimate Team. Drive weekly engagement and volume sales of Ultimate Team Player Packs.

DATE: 2009 – 2011


We successfully delivered a community platform migration and helped community engagement grow during the “cycle” between FIFA 10 and FIFA 11. This included working with a team of volunteers in the online forum to stimulate conversation with FIFA players and to moderate those conversations. We also organised and managed a road tour of major cities in the UK to promote FIFA 11.

GameChangers” was an Influencer program that we launched that included the top contributors on the FIFA forum, 3rd party tournament organisers, community bloggers and other relevant community representatives. These people became ambassadors for the game and were invited to met the FIFA developers at the EA Burnaby studio in Vancouver.

Esports was also an area we had responsibility for. This took the form of the FIFA Interactive World Cup on PlayStation and we managed offline tournament activities to find the UK representative. This involved working with venues, 3rd party equipment vendors, staffing agencies, talent and the players themselves.

For FIFA Ultimate Team, the free-to-play card game mode inside FIFA, we successfully drove adoption and engagement seeing a weekly spike in activity whenever the “Team of the Week” players were announced to the community.