Xbox employs The Everyday Tactitian

A new campaign by McCann London for Xbox is an interesting look at how the real and online worlds can collide as non-league football team Bromley FC recruit its newest tactician through Football Manager 2024 [FM24].

A room full of football fans is a room full of know-it-alls, with each believing they can be better managers than the professionals. That forms the basis of this campaign as Wembley Tour Guide Nathan Owolabi lands the job of being Bromley's newest tactician after proving his gaming skills and completing the Championes achievement in FM24, earning him a five-month contract at the club.

The three part series, of which the above film is part one, is screened on TNT Sports and follows Nathan's journey, showcasing a new approach to talent acquisition as he is hired from an untapped talent pool: gamers. The Everyday Tactician is, say its makers, not a gimmick or marketing stunt but a genuine opportunity for Owolabi as he becomes an integral part of Bromley FC's backroom staff, working full time under manager Andy Woodman. 

“[Nathan] brings a real level of understanding of FM24 to the pitch," said Mohan Gehlot, Xbox’s Senior Global Product Manager. "He absolutely knows what's required of him and wants to learn and engage with new processes – it’s fantastic.” 

“We exist to create ideas that push boundaries," said Laurence Thomson, Chief Creative Officer at McCann London. "Looking at untapped talent within the virtual to real world is both excellent for the gaming industry and the sports industry alike. More than just a launch campaign for FM24 this is a real job, with real lives and competitive sport... oh and a broadcast partnership. The smartness of this campaign is its integration with FM24. We congratulate Nathan for succeeding, and the partnership team for buying such an ambitious idea. We eagerly anticipate the lasting impact that initiatives like this can have. Come on Nathan! We’re rooting for you and come on Bromley!” 

“Nathan has been great, to be honest," added Bromley FC's Woodman. "He's embedded himself into our group of staff and his work ethic has been great. He's learning on the job, too which is important, and I think he'll probably be telling everyone that results have come through his hard work! Joking aside, he's been a pleasure to work with. The benefits of the project are that we have another voice and angle; a different approach to things. Nathan has embraced the opportunity and has really added something to our group".