- 20,046,068 impacts were generated.

- 118 news items about PES and the new player were generated in online media, on television and radio.

- Free PR value +495,000€.

- www.enterthegame.es, 85,000 visitors, 1,893 registrations to the ‘Enter The Game’ event.

- 2,500,000 Game Demos were seen.

- +19,000,000 impacts on Facebook and Tuenti: 9,356 likes, 549 comments and 586 shares on Facebook.

- Edu’s 3d avatar trip generated Youtube’s 15,578 views.

First thing to do was to find the best football and videogames player in Spain. We call to players with the hashtag #enterthegame, and Cristiano Ronaldo and Real Madrid twitter drove people to the microsite enterthegame.com.

1,800 real/virtual footballer players wanted to test their abilities and demonstrate their skills playing on the virtual and real football in 12 exciting challenges. Edu Morillo was chosen as the top player in the tournament. We took Edu to Konami-Japan where engineers captured Edu’s movements: running, shooting and celebrating goals.

The developers created an avatar identical to Edu and another star of ‘PES 2013’ was born. Cuatro-TV, travelled with us and filmed the story, which was news in Spain and LATAM main TVs, radios, blogs and specialized magazines.

Once the game was launched, Edu’s player prompted in forums as part of the dream team player and his best goals are shown on YouTube.

Every year, football simulators’ users compare between PES and FIFA looking for the more realistic and perfect videogame ever made. The ultimate dream for Players is to feel that they are part of their team and play alongside them in those star-studded finals. 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 the “average Joe” videogame fan into the protagonist of their favourite game by becoming one of the players in it. How did we make it? We used the new featured Player ID (a system reproducing right down to the tiniest detail every single movement and gesture of the top 50 players in the world) to bring alive our fan into the game. 9 million PES players in the world will be 100% interacting with the campaign every single minute they play.