FIFA18 was crucial for Xbox. But PlayStation had all the FIFA marketing rights. How could we market FIFA when it was forbidden? By leveraging something bigger than video game football – real football. Collaborating with Real Madrid, we translated every move on the pitch into the Xbox buttons for FIFA. Via in-stadium and broadcast experiences, we linked FIFA with Xbox without naming the game, making our audience better at FIFA on Xbox, reaching 650 million viewers per match (x 12 matches) & the FIFA unique player base grew 10%.