Meet Nathan Owolabi: The Everyday Tactician...
In the lead up to their promotion, Bromley FC took an unorthodox approach to their coaching staff and hired a new tactician through an application via the video game Football Manager...
Happy new week,
Earlier this year, 23-year-old Nathan Owolabi was hired by Bromley Football Club to bring “a new tactical perspective” to the club through what he learned playing the video game Football Manager. The opportunity came as part of a partnership between Bromley FC, Xbox and Football Manager titled “The Everyday Tactician”, a campaign to give one gamer the chance to live out their dreams at a professional football club.
The application process was rigorous, candidates had to follow three steps to enter the competition. Firstly, they had complete the ‘Championes’ Xbox achievement by winning a domestic league title in the game on Xbox or PC. Secondly, they had to fill out an application form, including a one-minute video explaining why they are the ideal candidate. Then shortlisted entrants attended an interview with Bromley FC staff. Out of the many applicants, Nathan, who worked at Wembley Stadium as a tour guide and coaches on the side, progressed through each stage to join the Bromley team.
Nathan’s role involves shadowing and learning from all of Bromley’s coaching staff, including Manager Andy Woodman, to understand the ins and outs of all the tactical decision-making that goes into preparing a football team for success. With Bromley fighting a place in the English Football League for the first time in their 132 years of history, Nathan joined at an intense time but also a great time to learn a lot and contribute to a huge success.
‘The Everyday Tactician’ was launched to mark Football Manager’s 20th anniversary, and to celebrate the release of Football Manager 2024 (FM24) on PC and console. Football Manager is a game for those who love the tactical side of football, it's an opportunity to get a taste of what it takes to grow a football club especially as the game mirrors some aspects of real-world football management.
Football Manager is a game loved by football fans who are obsessed with data and analytics and want to experience managing their own football club. These types of fans are called “Stattos”, they are a key fan subculture in football fandom. They are those fans who know random facts about the most random football player and take pride in their spot-on predictions. Our report shows that fans are now engaging with football whilst using another device, stattos engage with the game digitally using statistics and data to dissect and discuss tactical nuances.
Stattos are valuable additions to coaching teams, they offer fresh tactical insights that give teams a competitive advantage. However, the route to becoming a football manager isn’t always straightforward. Typically, it involves playing professionally, undertaking coaching courses towards the twilight of your football career and then gradually transitioning into managerial roles within professional clubs. Yet, not everyone can pursue a career as a professional player, which limits the chances of becoming coach or manager. Through initiatives like this campaign, Football Manager is pioneering a pathway for aspiring young managers, regardless of their background.
This campaign is not a gimmick, it holds genuine significance offering a once in a lifetime opportunity for individuals to propel to greater heights. It positions Football Manager as more than a game and also shows that the line between fantasy and reality is thinner than we think. The seal of approval from a professional football club validates the potential of playing Football Manager to transition into professional coaching, lending the game significant credibility. It also serves as a gesture of appreciation towards Football Managers users, fostering stronger connections between the game and its players.
‘This is not a gimmick. We are being innovative in our approach to how brands can hire incredible talent and think this is a fun way to give back to football fans who often think they know best.’ Xbox
The proof is in the pudding, by offering users opportunities that extend beyond superficial engagement, you can foster authentic connections and drive extraordinary success. This campaign achieved 1.5 billion impressions and contributed to a 190% increase in the number of Football Manager gamers on Xbox. Football Manager 24 became the most-played Football Manager game of all time. This is a case study for others to emulate, through investing in your users and offering them beyond surface-level opportunities, you foster deeper and enduring connections.