SEGA is a Japanese multinational video game and entertainment company, best known for producing iconic gaming consoles and popular video game franchises. One of SEGA’s most renowned titles is Football Manager (FM), a football simulation game that allows players to step into the role of a football manager, making decisions on tactics, transfers, and player development.
First launched in 2004, Football Manager has built a loyal fan base over the years and releases a new edition annually.
On November 6, 2023, SEGA launched Football Manager 2024 (FM24) to mark the game’s 20th anniversary, delivering the most immersive and complete version of the series to date.
SEGA partnered with M&C Saatchi Performance to develop a digital media strategy to generate awareness for FM24’s launch and increase downloads at a reduced cost per game download compared to FM23.
The primary goal was to ensure strong engagement from existing players while also expanding the audience by reaching new users interested in football and strategy games.
Despite the franchise’s long-standing success, the FM24 launch faced two key challenges.
The first was sustaining engagement from existing audiences, ensuring that core and mid-core players who had experienced previous versions remained invested.
The second was attracting new players, expanding beyond the traditional gaming audience and persuading football fans to try the game.
To achieve SEGA’s objectives, we implemented a data-driven audience strategy and a structured, multi-phase media approach designed to engage different user segments effectively.
We began by segmenting the audience into three key groups:
Our campaign was structured into six distinct phases, each with tailored messaging and media activations. It kicked off with pre-launch teasers, designed to build anticipation, followed by feature rollouts that highlighted key improvements.
The official launch phase leveraged a high-reach strategy across multiple platforms, including paid social, programmatic, and search. This was followed by holiday promotions, which capitalized on peak gifting periods to drive sales, and a Japanese physical release phase that required a localized approach to maximize adoption in that market.
Throughout the campaign, we continuously optimized media placements, conducted creative testing, and refined audience targeting based on real-time performance data. By structuring activations granularly by market, language, and platform, we maximized engagement, drove efficient conversions, and ensured a strong return on investment for SEGA’s FM24 launch.
The FM24 campaign was a huge success with a great performance:
The campaign drove a 102% increase in players compared to FM23.
It also helped in a 6% uplift in Y-o-Y sales, making it remarkable.
The campaign resulted in a 21% reduced Cost Per Download, Y-o-Y.
We saw a 28% reduction in Cost Per Mille, against performance in FM23.
Compared to FM23, Cost Per Click was also reduced by 26%.
By prioritizing growth, testing new channels, and refining audience segmentation, we successfully drove efficient downloads and increased engagement across core, mid-core, and new customers for SEGA.
