For the launch of the Pro Evolution Soccer we had to convince a legion of gamers this was the most realistic sports simulator to date - to prove it, we decided to blend the real and the virtual world in a communications effort that became the first of its kind in the world.

We had to win the hearts of a very loyal community and demanding community. We teased them with the search for the ‘Total Player’ - a tournament to find the best real life and gaming football player during a live event in Spain. The reward for the Total Player was something no gaming company had ever done: turning one of its fans into a virtual player inside their favourite game,  living forever in PES2013 among superstars like Cristiano Ronaldo and Leo Messi.