Every year in the videogame world, PES and FIFA (the two legendary football sagas) compete in a saturated market where the ultimate goal is to steal users away from their direct competitor.

Whereas videogames provide a great opportunity of interacting with their audiences, communication has always been based in the more traditional channels, using football celebrities in the case of PES and FIFA, and relegating users to a passive role.

For the launch of ‘PES 2013’ in Spain, Konami asked us to take on the challenge of turning their 9 million PES players in the world, into ambassadors for the videogame itself. Bypassing the more traditional channels, our goal was to convince them, in a way never tried before, that they were looking at the best football simulator.

To demonstrate the realism of ‘PES 2013’ we wanted our users to live an experience for themselves and interact with the product.

We came up with an insight that could get to the heart of our target. We realised players all over the world share exactly the same dream: they want to feel that they are part of their favourite team.

So what if they could actually become one of the players inside their favourite videogame?

We created ‘Enter the Game’, the first campaign ever to convert a videogame fan into the protagonist of their favourite game by becoming one of the players in it.

Today more than 9 million users no longer dream about being like their idols, but about playing alongside them as our winner Edu does.

We made the product itself the hub of our campaign so that it was not at all intrusive for users and would be long-lasting over time.

Through a wager on innovation, we contributed an enhancement to the videogame that allowed users to become involved in a ground-breaking way.

We generated more than 100 million impacts, turning ‘Enter the Game’ into one of the most talked-about news items on social networks, videogames blogs, in technology and press news, as well as on several TV news programmes in Spain and Latin America.

We created a national campaign that successfully traveled from Spain to Japan and then on to the rest of the world, generating more than 3.2 million € in earned media for our client.

In addition, Konami has the ambition to hold a worldwide ‘Enter the Game’ competition with the launch of ‘PES 2014’, using players all over the world to create a PES team.