FIFA Global Series web platform

Esports competition experience from qualifiers to finals

Annual competition live information and updates brought to over 20k pro-players and 500k viewers across the world.

Role: Strategy and Product Design

A man in a red sports jersey and glasses, wearing a headset, celebrates with his fist raised during a sports event, with a large screen showing a soccer field in the background.

Building and growing fandom

Through an exciting full calendar of esports events with live coverage, in-person events, live results, social reach, and community engagement.

FIFA22 Global Series

Collage of images featuring the words 'Origins Brazil' and 'Resend', with portraits of men and scenic landscape photos, using vibrant purple, red, and orange colors.

FIFA21 Global Series

A different brand ecosystem every year

The FGS brand follows the FIFA brand every year but has a personality of its own. Which translates to web, social, broadcast, UI, and marketing collateral.

A screenshot of a virtual soccer game with two players from teams forze eSports and Guild eSports, shown in small inset videos at the bottom corners. The in-game scoreboard indicates a score of 0-7 in favor of Guild eSports. The center of the field displays a large animated graphic of a player with stats, and the game appears to be in the initial moments, as shown by the game timer at 0:50. The field has players positioned on both sides, and the environment suggests an esports competitive setting.

FIFA21 Global Series

A flexible living web hub to support

The website follows the competition from hype, registration, launch, event schedule, to results and rankings.

This requires calendar planning with stakeholders ahead of the events, constant design updates, incentives to maintain engagement, and pre, during-live, and post-event publishing of details, results, and content.

A detailed project timeline infographic with a dark blue background outlining steps from October to May, including text and graphic icons for each month, and a large red text indicating a go-live date of September 29, 2020.

A digital infographic with the title Data Highlights in the top left corner, showcasing stats on page views, event clicks, and device breakdowns. It includes sections on Personas, Our Reach, Short Term, and Long Term, with various textual data points, charts, and icons related to FIFA and athletes, all set against a dark blue background with white and red text.

Global competition

One hub for all the different regionals, legs, eliminations, and knockout stages.

Three website screenshots with a dark blue and neon color scheme, featuring sports teams, league rankings, news updates, and event information related to the FIFA Global Series.

Improving every year

FGS web experience had been mostly built with existing CMS components, but specific competition broadcast needs had to be met.

These emerged during user testing research and through data analytics, pointing to the need for new components to be added to our system.

Improving live viewership and engagement numbers

By displaying localized time zones based on the user’s location, viewers now know the precise local time of the event without having to convert to their time zones, avoiding confusion and mistakes.

For visualization of the complete expanded event schedule, a brand new Schedule Table component was designed and added to the system.

These specifically helped users to track and plan for events increasing engagement and live viewership, helping make the FGS website the live source of truth for the competition.

Digital collage of three web pages for FIFA 22 esports event, featuring schedules, competitor brackets, trailer, and promotional content.

FIFA22 Global Series - new timezone localised full scheduled

FIFA21 Global Series

Competition knockout stages & elimination formats

Implementation of different formats of elimination and new playing dynamics required a redesign of the brackets system.

During our discovery and research phase on bracket formats, it came to light that the current design of the bracket system could be improved to facilitate the scannability of competition rounds and information finding of players and teams.

So the brackets were redesigned with a focus on helping visualization of concurrent event rounds and the progression of players and teams through them.