EA Sports FIFA 23 MLS Ratings Reveal Campaign

The Ratings Reveal is when EA SPORTS FIFA stamps its authority on world football, revealing the most comprehensive set of global soccer player ratings and stats ever assembled ahead of the game's annual launch. It’s one of the brand’s biggest moments and a huge opportunity to drive awareness and conversation amongst gamers and soccer fans alike.

With ratings revealed across all global leagues around the same time, breaking through the noise and creating a distinctive, ownable moment for MLS is a challenge.

We were tasked with creating a breakthrough creative campaign that would drive mass conversation amongst the North American soccer audience.

We saw this as an opportunity to insert MLS into a key moment across global football by highlighting what — if not the ratings themselves — makes our clubs and players so special. It's the player personalities, unique fandom and specific club culture that differentiates MLS from other sports leagues across the world, and tapping into that was our key to driving conversation and visibility across North American soccer, sports and gaming communities.

We developed a two-phased creative campaign that placed FIFA 23 ratings reveals in the hands of our MLS clubs and communities, creating a can’t-miss moment on social.

We strategically selected players and leaned into their cultures to produce unique tease and reveal videos. The Tease videos all fit under the theme of "Shoot Your Shot" — having our players "prove," either jokingly or seriously, why they deserved higher ratings — before those ratings were officially revealed by teammates, a club superfan and even a 12-year-old reporter.

We made sure that our FIFA 23 MLS Ratings Reveal was powered by clubs, club culture and club community. Our final production included 18 player-specific videos spanning Tease and Reveal for player and club channels, one supercut video for @MLS channels and amplified by @easportsfifa's global brand channel, custom graphic content for @MLS channels and bespoke amplification content posted by influencers.

The campaign’s 57 overall posts earned 4.5M total impressions, 4M total views, 333K total engagements and 3.3K comments.