Modern football is dominated by big clubs with big budgets, that can recruit the best coaches and analysts. To tackle this problem, Xbox and Football Manager helped a small club recruit a tactician from an untapped talent pool: gamers. Using game data to give Bromley FC a competitive advantage.

"Bromley to hire Football Manager gamer to backroom staff"

Documentary

Gamers from around the world applied. One got signed. In partnership with TNT Sports, we created a three-part documentary telling the story of how a gamer can change the game of football.

"Hiring via the popular soccer game Football Manager"

Impact

The idea was announced in a press conference by Bromley FC manager Andy Woodman, generating 1.9 million views in 72 hours and coverage across major media outlets.