FIFA rebrands its esports and builds prize pool to $4.35m for new season

October 15 – FIFA has restructured its esports tournaments with three new competitive pathways and a combined prize money pot of $4.35 million. It has also rebranded with a new design under the tagline ‘Fame your game’.

The three competitive FIFAe streams – FIFA calls them ‘narratives’ – clearly separate out individual players, clubs and nations. The new structure is a recognition of a fast evolving esports marketplace and a move to get more immersed with all levels of gamers.

“With our FIFAe tournaments, we aim to get closer to pros, gamers and fans. In times of digital acceleration, we see a strong shift in media consumption, social values and entertainment narratives. To engage deeper with football’s next generation, we have to step up now,” said Christian Volk, Director of eFootball & Gaming at FIFA.

Each of the three competition streams (‘narratives’) will have their own qualification routes and finals.

Gamers can represent their club in the FIFAe Club Series, their countries in the FIFAe Nations Series or play for themselves EA SPORTS FIFA 21 Global Series on the Road to the FIFAe World Cup. Registration for the FIFAe Club Series and Global Series is open now with qualification rounds starting next month. Qualifiers will play in the FIFAe Club World Cup Finals in 2021.

Prize money splits $500,000 for the FIFAe World Cup and the FIFAe Nations Series and $300,000 for the FIFAe Club Series. FIFA21 gamemaker EA Sports is committing another $3 million in prize money to the FIFA 21 Global Series Qualifiers, Regional Playoffs, the eChampions League, and CONMEBOL eLibertadores.

Brent Koning, EA’s FIFA Competitive Gaming Commissioner &  Group Director, said: “In partnership with FIFA, these narratives will bring fans closer to the action, give players more opportunities to compete, and help find the next big FIFA esports star. In these unprecedented times, we are dedicated to bringing people together to celebrate club, country, and personal glory.”

With the increased ambition and development of FIFA’s esports presence comes new tournament branding.

“With ‘Fame your game’ as the tagline, the community now enjoys a broader stage where anyone can make a name for themselves. This is also represented by the modular approach of the new brand, which highlights the three narratives and underlines the culture around and beyond the competitions,” said FIFA.

The importance that FIFA is attaching to the rapid esports growth opportunities is emphasised by Volk. “Our ambition is to seed the movement for what might become a new football category in the ecosystem of FIFA. We want to create the biggest stage for the best players and teams of the community to shine brighter, while growing access for new up- and-comers to FIFAe tournaments. All of us at FIFA are excited for what the future holds!”

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