Missing Managers
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Truth:Â Women's football is the fastest growing sport in the world, yet less than 7% of managers are female. Rather than simply promoting the launch of Football Manager 26, the first edition to feature women's teams, Xbox used the game to tackle the problem itself.
Well Told: Gaming skills turned into real-world coaching careers.
Partnering with Sky Sports and fronted by Emma Hayes, Missing Managers created a first-of-its-kind pathway for female gamers: prove your tactical skills in-game to win a place on a bespoke programme, complete with UEFA coaching licenses and work experience at top professional clubs.
The result was the best-selling FM on Xbox since joining Game Pass, driving a 41% revenue increase and a 101% rise in female managers created in-game and launching a new generation of real female football managers.
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Missing Managers
Transforming gaming experience into real football management careers, and launching an entire new generation of female coaches. Generating +41% increase in revenue for FM26 and becoming the #1 best-selling FM on Xbox since the game launched on Xbox Game Pass.
