Submitted by Amplify

The Clubhouse - FC25 Global Launch

Influencer Marketing

Amplify built the EAFC ClubHouse for EA SPORTS FC, a week of live brand experiences across eight cities broadcast from Madrid to 710k Twitch views.

710kTwitch views
8cities
1000+guests
49current & historical players
1Twitch live broadcasts

Case in 60 seconds

The first EAFC ClubHouse in 2023 introduced EA SPORTS FC to athletes, celebrities, brand partners, press and creators, but in 2024 the format needed to evolve. It had to align more closely with modern football culture and galvanise a growing fanbase behind a key moment while rewarding the most loyal members.

The campaign appears to turn on the 'For the Club' mantra as the emotional core of football fandom, because a shared mantra travels across markets while the local culture that gives it meaning does not.

Amplify broke the standard game launch format by turning that mantra into a week of live brand experiences staged around the world for a small in-person audience and broadcast live over Twitch.

Eight clubhouses ran in New York, Sydney, London, Paris, Riyadh, Milan, Madrid and Düsseldorf under one shared visual identity, each celebrating its local football culture. Each clubhouse carried an IRL Rush stadium, Madrid hosted Jude Bellingham, Zinedine Zidane, Eden Hazard, Endrick and Aitana Bonmatí, and ThisIsFG and Toniemcee fronted the Twitch broadcast that closed with a J Balvin Spotify livestream.

Amplify reports 710k views and the biggest ever non esports broadcast on FC Twitch, alongside 8 cities, 1000+ guests, 49 current and historical players and 17 creator versus athlete match-ups.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

EAFC's growing global fanbase across football and gaming culture, from the most loyal members rewarded with a place in the room to the athletes, celebrities, brand partners, press and creators invited into the clubhouses.
The 'For the Club' mantra carries the emotion and loyalty of modern football fandom, while the week itself sat on a major commercial moment for the brand, so the work had to read as fandom made welcome rather than as a launch push.
Game launches follow a settled format that Amplify states it broke, which suggests a conventional launch would not have carried a title positioning itself as a football club created for fans by fans rather than as a product release.
EA SPORTS FC is presented as a club rather than a game, so the brand's role reads as host, convening athletes, celebrities, partners, press and creators into something closer to a membership than an audience.
Based on the available evidence, guests were treated as distribution as well as attendees, because Amplify credits their attendance and social posts with scaling key messages, and a room only reaches further if the people inside it publish.

Creative & Execution System

Assets & channels

  • Twitch
  • Spotify

Partners

  • Amplify (lead_agency)

Participation mechanic

  • Fans were given an open invitation to show what they would do 'For the Club', attendees played the new Rush mode at stations built into each clubhouse, and guests posted from the events, which Amplify credits with helping EA FC maximize awareness and scale key messages.

Creator role

  • ThisIsFG — creator
  • Toniemcee — creator
  • Viscabarca — creator
  • Fabrizio Romano — creator
  • Brandon Smith — creator
  • Jude Bellingham — creator
  • Zinedine Zidane — creator
  • Eden Hazard — creator
  • Endrick — creator
  • Aitana Bonmatí — creator
  • J Balvin — creator

Results & Evidence

MetricValueResult type
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. Balvinvideo_views
cities8 citiesscope
guests1000+ guestsscope
current & historical players49 current & historical playersscope
Twitch live broadcasts1 live broadcast on Twitch with 710k watching livescope
hours of clubhouse livestream10+ hour clubhouse livestreamsscope
creator vs. athlete VIP match-ups17 creator vs. athelete VIP match-upscreators_count

Why Amplify's strategy worked

  1. 1

    A single mantra drawn from fan culture can hold a multi-market event week together, because it gives every city the same reason to gather while leaving the local expression free to differ.

  2. 2

    Broadcasting one city live while the other seven run the same format concentrates attention that would otherwise fragment, which is how small in-person rooms sit behind a figure of 710k views.

  3. 3

    Putting unreleased gameplay in the room gives attendees something to do rather than something to watch, so the guest social posts credited with scaling awareness have a subject beyond the guest list.

  4. 4

    Casting creators against athletes in 17 VIP match-ups builds broadcast content out of the guest list itself, which turns attendance into programming rather than decoration.

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