Turning football management into community competition
ANBU combined football KOLs, gaming creators and social content to bring squad management into Vietnamese fan conversations.
Project capability overview. Detailed scope and verified performance data are shared in our credentials deck or during a direct consultation.
ANBU campaign scope
Project context
For Football Master 2's Vietnam campaign, ANBU used club management, squad building and 3D matches as creator storytelling material. Content followed real football conversation, allowing the game to appear naturally rather than as a conventional install ad.
Guiding insight
Football fans always have opinions about squads, players and tactics. That is the most natural content material for a management game: rather than explaining features, creators defend choices and invite the community to challenge them.
Challenge
Make squad-management mechanics accessible and emotional enough to join real football conversations.
Solution
ANBU combined football KOLs, streamers and gaming creators around the real match calendar. Formats included budget squad challenges, player debates, predictions, tactical analysis and head-to-head livestreams. Each creator received an expertise-led angle so the product appeared naturally in fan conversations.
What we did
From insight to execution, every workstream was designed to play a specific role in the launch and growth journey.
- 01Built a content calendar around football moments and always-on squad debates
- 02Connected football and gaming creators through analysis, prediction and challenge formats
- 03Created communication peaks around events, tournaments and memorable match moments
- 04Assigned football KOLs to commentary and gaming creators to squad-management gameplay
- 05Combined short video, livestream and debate topics around the real football calendar
The lasting idea
By following the real football calendar, the game joined an existing conversation. Predictions, debates and squad challenges positioned it as a way for fans to express their football knowledge.
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