EA FIFA 21

THE RATINGS COLLECTIVE • THE RATINGS COLLECTIVE • THE RATINGS COLLECTIVE • THE RATINGS COLLECTIVE • THE RATINGS COLLECTIVE • THE RATINGS COLLECTIVE • THE RATINGS COLLECTIVE •
THE RATINGS COLLECTIVE • THE RATINGS COLLECTIVE • THE RATINGS COLLECTIVE • THE RATINGS COLLECTIVE • THE RATINGS COLLECTIVE • THE RATINGS COLLECTIVE • THE RATINGS COLLECTIVE •

WELCOME TO THE RATINGS COLLECTIVE

With FIFA 21, EA saw an opportunity to energize gamers and soccer fans beyond the product launch. To achieve this, we were given the exciting challenge of creating a brand for the FIFA Ratings Collective.

The ratings are a part of FIFA Ultimate Teams (FUT), which is a ‘game within the game’ where fans curate their dream squad from legends past and present.

 

 

 

 

 

FIFA Ratings Collective has been an exciting part of the game for several years, but it did not receive gamer recognition due to a lack of brand presence.

This year’s branded launch of FIFA Ratings Collective energized the vibrant and vocal global fanbase. 280 million impressions were generated in the first week alone, which was 9x more than the FIFA 20 release.

This year’s announcement of the FIFA player ratings set the soccer world on fire. Gamers rushed to build squads.  Real-world soccer players anxiously awaited their personal scores before posting enthusiastic reactions on social media. Online and offline, the FIFA 21 Ratings Collective got people talking. And passionately!

For loyal fans, FIFA 21 is more than just a game. They invest time, money, and energy into building their dream teams.  We knew we had to live up to high expectations and we had to exist where they exist. The Ratings Collective had to engage gamers in a digital environment while connecting in print and static visuals too. We took a digital-first approach and made animation a big part of the brand, adapting it across social and TVC.

As FIFA fans ourselves, we knew the Ratings Collective is akin to a secret society in the gaming world. Inspired by this insight, we imagined the Ratings Collective as an underground club.

Soccer’s visual language is usually dominated by crests and shields, but we chose to challenge this convention with a dynamic and holistic approach to content.

OUR BLENDED EXPERTISE