FM26: Features Rollout

After FM25's cancellation in 2024, we knew we had to go bigger and bolder than ever for our feature announcements to restore consumer confidence. That meant more content, higher production values and collaborations with recognised and trusted voices from within the professional game.

First - to announce the game's return for FM26 - we looked to leverage the Premier League's own marketing push around the return of the new season and their 'Guess Who's Back' campaign, to create our own teaser, showing off some of the new cut-scenes from the Premier League in-game and a commitment to releasing a 'first look' at some of the Match Day graphics. The announcement was cross-promoted across the Premier League's social channels.

This was then followed by weekly content as part of a 'features rollout' showcasing the Match Graphics, new UI, Tactics, the Introduction of Women's Football and many others. Every piece of content was meticulously planned and strategically aligned to key moments in the footballing calendar, using talent relevant each field designed to maximise social engagement and showcase the new game in the best-possible light.

The result was FM's largest organic reach for a launch to date, with the announcement teaser with the Premier League totaling 14m views alone, and FM26 registering record pre-orders.