Burger King took Gold again with “Burger to King” for FC 25. If there were a consistency award in gaming, they’d be the undisputed champion. Their streak in this space is remarkable.

Football, everywhere

But here’s what’s nagging us: look at the winners and you’ll spot a pattern. Football everywhere. Mercado Libre used Neymar. Burger King infiltrated FC 25. Or even consider last year’s Grand Prix and multiple award winner Everyday Tactician, by Xbox.

Is this because football and gaming are a perfect match? Possibly. Both create global communities around shared passion. Both offer natural narrative tension that brands can authentically join.

Or are we playing it safe?

Gaming culture spans strategy games, battle royales, RPGs, and countless other worlds. Each harbors rich communities with distinct behaviors and values. Yet campaign after campaign returns to the familiar pitch of football gaming.

Maybe it’s because FIFA feels safer to non-gaming decision makers. But the most innovative gaming work often happens when brands venture beyond sports into the weird, wonderful corners of gaming culture. But football remains our industry’s comfort zone.

Nothing wrong with that when it works this well. Just wondering: are we witnessing gaming’s perfect match, or are we missing even bigger opportunities by always reaching for the same playbook?