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The Club Is Yours - FC26 Content House
Amplify + EA Sports fuel fan hype for FC26 with the ultimate creator house and content playground.
Challenge
Over the last 3 years EA Sports has launched its FC game by bringing fans together in a club made for the future of football - the FC ClubHouse.
But in 2025, with FC26 taking even more inspiration and input from the fans into the newest iteration of the beloved game, the conversation and collaboration needed to go one stage further.
It needed to gather the world’s core football and lifestyle creators and give them the opportunity to show the world that FC26 is a direct response to community feedback.
That the game - and the Club - is yours.
Insight + Strategy
Historical FC launches have proven that early access fuels pre-orders through FOMO. Pair this with the insight that just 5-10 of FC’s top collaborating creators drive the majority of launch window views, and the foundations for a targeted launch experience designed to maximise content output and community reach became an unmissable opportunity.
One designed to drive pre-order hype and widen the appeal to an even bigger audience of current and lapsed players with a singular CTA: Play FC26.
Solution
Working closely with EA, we shifted away from previous ClubHouse launches to build the next generation of a creator house.
A two-day, multi-platform experience designed to put FC26 at the centre of the conversation days before launch, the space immersed the world’s core football and lifestyle creators - as well as key press and athlete talent - in the world of FC.
Embodying the creative platform - ‘The Club is Yours’ - the house was a playground of content opportunities engineered to maximise content output, social reach and fan engagement. And, most importantly, celebrate the collective voice of the players whose input shaped the innovation and transformation of FC26’s game play.
Alongside a constant stream of interviews, real-time game play, and developer deep dives, the highlight Twitch broadcast on day one saw FC host Brandon Smith joined by talent including The Sidemen, Chloe Kelly, and icon of the game, Sir David Beckham - as they gave players around the world the inside look at the game just days before launch.
Beyond the broadcast, the FC creator house ultimately established a studio destination that talent could inhabit and creatively make the game and the Club their own for their audience.
Whether it was taking them directly into Zlatan’s bedroom and the FC26 Ultimate Edition cover; livestreaming from a kitroom displaying some of the games greatest jerseys; playing a quick on-the-go game of FC Mobile in our FC Air jet; or discovering community initiatives like FC Futures and collaborations with Nike and Red Bull on the pitch - the event and space became a hive of energy and content that made this the biggest launch of FC with players everywhere.