Transforming Player Insight into Product Strategy
Football Manager wanted to go beyond email newsletters and connect with fans in a more meaningful, data-driven way. FMFC lets players sign up for exclusive features while sharing deeper insights into how they play. This valuable data is then a crucial part in helping Sports Interactive to develop future versions of the game and continue to deliver fans with the ultimate managerial experience.
Having worked with Sports Interactive and SEGA on the Football Manager marketing site, we were brought in to help scope, design, and build FMFC from the ground up. From competition entry mechanics to API integrations, our team handled the technical complexity to ensure the membership experience was intuitive and secure for fans across platforms.
What They Say
A Smooth, Secure Sign-Up
We designed a simple, user-friendly registration process, integrated with Steam, Epic, Microsoft, PlayStation and even in-game sign-ups. Behind the scenes, we worked with SEGA to connected everything via secure APIs to ensure seamless data flow while meeting strict security and compliance standards.
Maintaining Brand Synergy
While FMFC is technically separate from footballmanager.com, we kept the design ecosystem consistent – retaining headers, navigation, and branding. A streamlined UX puts content and CTAs front and centre, giving fans easy access and navigation between the two sties while preserving the Football Manager identity.
Created to Evolve
FMFC originally launched as a minimum viable product, replacing the ‘Insider’ newsletter with a flexible new platform. Designed for scalability, it has continued to grow, most recently integrating with SEGA’s mParticle and Customer.io systems to support more targeted marketing and personalisation.
With auto-scaling infrastructure, secure multi-data centre hosting, and an architecture built for high traffic, FMFC is more than a site – it's a long-term strategic asset for Sports Interactive to engage with fans and drive the future of Football Manager
