Sports brand Reebok has announced that it is to advertise in forthcoming MMO Football Superstars. Football Superstars is a free-to-play MMO created by British firm CyberSports and developed by Nottingham-based Monumental Games. Players enter a persistent virtual world, in which they must achieve football greatness. The game encompasses both football matches themselves, and the rest of the life of a virtual football superstar. It certainly seems like a premise which could gain significant traction: wildly popular football games such as Pro Evolution already include some aspects of strategy beyond simple football game play, and the persistent virtual world aspect to Football Superstars is likely to make that dimension far more meaningful. The fact that it is free-to-play also puts it at a significant advantage versus the expensive titles currently dominating the space.
The off-the-pitch aspect to Football Superstars opens up two key business models – advertising and microtransactions. Players can visit shops and purchase virtual kit and equipment. This is where the Reebok deal announced today fits in. It appears that Reebok-branded virtual goods will be available for sale. On top of that, Reebok will be running a competition, as part of their 'Ambassadors Programme', to find an amateur to form a professional-style sponsorship deal with. This would include real and virtual Reebok gear, among other perks. Reebok are also going to be on virtual advertising hoardings, although that seems to be such an unimaginative way to advertise in virtual worlds given the breadth of innovative and more successful opportunities available.
Andy Law, Head of Business Development at CyberSports, said: "This is a great deal for us and Football Superstars. Reebok are a high profile and firm favourite football brand and they will bring an even more realistic dimension to the game play, blurring the reality between the virtual and the real worlds which is what Football Superstars is all about."
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