With a 20-year legacy, SEGA's Football Manager has captivated football enthusiasts and strategy gamers alike, immersing players in the challenge of managing football teams. The latest release, FM24, celebrated the franchise's anniversary with enhanced features.

SEGA aimed to raise awareness and drive FM24 game downloads at a lower cost per download compared to the previous edition.

After 20 successful editions, the brand needed to continue engaging its loyal fan base while attracting new players. The campaign was divided into six key phases, with targeted approaches for core, mid-core, and new audiences. Each phase featured tailored messaging and strategic channel selection.

As of 25 March 2024, FM24's launch yielded a 102% increase in players compared to FM23, and a 6% rise in YoY sales. The campaign also achieved a 21% better cost per download compared to the previous edition.

SEGA's media approach capitalised on its loyal fan base while effectively engaging new audiences, showcasing the brand's adaptability and longevity in a competitive market.