Smiling man in blue tracksuit spreads arms on leather sofa as man nearby covers face; crowd and "TOTY" trophy behind
Submitted by Amplify

The Clubhouse - FC25 Global Launch

Influencer Marketing

Amplify built the EAFC ClubHouse for EA SPORTS FC as a run of live brand experiences in 8 cities, broadcast from Madrid on Twitch to 710k views.

710kTwitch views
8cities
1000+guests
49current & historical players

Case in 60 seconds

The EAFC ClubHouse had introduced the world to EA SPORTS FC in 2023, but by 2024 it needed to evolve, because a growing fanbase had to be gathered behind one moment rather than a repeat.

The campaign appears to turn on the 'For the Club' mantra because what binds people to football is the emotion of fandom rather than product news, so the launch was built on club loyalty.

Amplify broke the game-launch format with the EAFC ClubHouse, an in-person and broadcast experience built to unite gaming and football communities behind an invitation for fans to show what they would do 'For the Club'.

Live experiences ran in New York, Sydney, London, Paris, Riyadh, Milan, Madrid and Düsseldorf under one visual identity, each celebrating its local football culture around an IRL Rush stadium where attendees played FC 25. Madrid carried the Twitch broadcast hosted by ThisIsFG and Toniemcee with Jude Bellingham, Endrick, Fabrizio Romano, Viscabarca and Brandon Smith, closing on a J Balvin Spotify livestream.

Amplify reports 8 cities, 1000+ guests, 10+ hour clubhouse livestreams, 49 current & historical players and 17 creator versus athlete VIP match-ups. The Madrid broadcast drew 710k views, which the agency describes as the biggest non esports broadcast on FC Twitch.

Strategy Breakdown

EAFC's growing global fanbase across the gaming and football communities, together with the athletes, celebrities, brand partners, press and creators invited to become part of the club.
Based on the available evidence, the work sits between a single global product moment and the local identity of football support, so one central visual identity ran through every location while each event celebrated the communities and cultures of its own market.
Game launches follow a familiar format and the ClubHouse had already run once, so the page frames the 2024 task as evolving an existing event rather than repeating it, which made the format itself the thing to break.
EA SPORTS FC is described as a football club rather than a product, so the brand acted as host and the ClubHouse worked as its membership moment, rewarding the most loyal members while staying open to people everywhere.
Fandom is expressed by turning up and by posting, so the work gave a small in-person audience something to attend and everyone else a broadcast to watch, with guest posts moving the events beyond the rooms they happened in.

Creative & Execution System

Assets & channels

  • Twitch
  • Other

Partners

  • Amplify

Participation mechanic

  • Fans were given an open invitation to show what they would do 'For the Club', attendees tried the new release at stations inside each IRL Rush stadium, and guests carried the events outward through their own social posts.

Creator role

  • ThisIsFG — creator
  • Toniemcee — creator
  • Viscabarca — creator
  • Fabrizio Romano — creator

Results & Evidence

MetricValue
Twitch ViewsEA FC Clubhouse was the biggest ever non esports broadcast on FC Twitch w/ 710k views and the 1st ever Spotify livestream feat. FC25 Soundtrack artists J. Balvin
Cities8 cities
Guests1000+ guests
Current & Historical Players49 current & historical players
Live Broadcast on Twitch1 live broadcast on Twitch with 710k watching live
Hour Clubhouse Livestreams10+ hour clubhouse livestreams
Creator vs. Athlete VIP Match-Ups17 creator vs. athelete VIP match-ups

Why Amplify's strategy worked

  1. 1

    A global launch can be run as many small rooms rather than one large one, because simultaneous events in 8 cities let each market keep its own football culture while a single broadcast carried the scale.

  2. 2

    Guest attendance reads as a distribution channel rather than a courtesy, since Amplify credits the social posts of people in the room with scaling key messages during a commercial moment for the brand.

  3. 3

    A playable demo inside the venue gives a launch audience something to do rather than watch, and the IRL Rush stadium turned the reveal of a gameplay mode into a first-hand trial for attendees.

  4. 4

    Booking a music act into a sports broadcast appears to widen a game launch past endemic gaming viewers, because the J Balvin Spotify livestream gave the finale a reason to travel beyond the FC Twitch audience.

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