To ignite excitement for the latest FIFA launch we tapped into gamers' passion for football by blurring the lines between the virtual and real worlds.

During the real-world transfer window,  we announced, that superstar Ruud van Nistelrooy was coming out of retirement and seeking a new team.

The Initial announcement generated widespread buzz and speculation within the football community. The reveal: Van Nistelrooy was coming out of retirement exclusively for Xbox FIFA,  giving gamers the chance to sign him. Gamers competed in weekly in-game challenges, with winners integrated into the ongoing transfer story and a final social vote determining who would "sign" the legend.