Soccer Business Bits: Video Games and MLS Attendance: Fifa ’10 Hits the Shelves

video gameWith a relatively quiet day in the world of American Soccer Business and with the much heralded (and promoted) Fifa ’10 hitting stores this week, we thought we would revisit the correlation between video games and soccer attendance. This is something we discussed over the Summer and thought it worth revisiting today as reports are coming in from around the Country about the game flying off the shelves and tough to find.  The question for MLS; do video game sales equal MLS interest?

At about the same time I was wrapping up high school in the early 1990’s, SEGA was the premier video game system.  Arguably the most popular game of that period was the EA Sports  hockey.  Whether in high school, college or elsewhere, boys around the country were gathering in basements and dorm rooms for tournaments of NHL hockey.  Although most knew little about the sport, regular game play brought names like Pavel Bure, Mike Richter and Ray Borque to the forefront of sports culture in the United States.  Soon thereafter, the Rangers won the Stanley Cup and the popularity of hockey exploded.  Video games weren’t the only factor, but the NHL had achieved an enormous amount of brand recognition through video games and created life long fans of the sport because of that first connection.  Can MLS achieve a similar success?

This is part five of our MLS attendance series.  You can see part I here,  part II here, part III here and part IV here. We have collected anecdotes from hundreds of friends, coworkers, fans, families, store owners and acquaintances in an effort to determine what will bring more fans to MLS. We have asked these questions at soccer matches of all levels, dinner parties, social gatherings and board meetings.  We have been asking these questions since February with an eye towards seeking out trends about MLS fandom and what brings people to Major League Soccer League stadiums.

On the cover of the 2010 version of “FIFA“, are American  (and Chivas USA midfielder) Sacha Kljestan and Mexican (and Chicago Fire forward) Cuauhtémoc Blanco (and a certain Chelsea midfielder).  Soccer has long been one of the easier sports to translate into video games (along with hockey and football), and thus millions of American males have dutifully purchased the game regardless of whether they know anything about soccer.  And from our interviews, it is readily apparent; the less they know about soccer, the more likely they are to play with teams from Major League Soccer (many soccer fans migrate to the EPL). As a result, it is these fans that may embrace the teams and players from MLS.

From  our interviews and discussions, it appears that video games are having this effect. I’ve spoken with a number of folks (adults and teens) who started to become soccer fans because of their video game experiences.  They caught some of the Confederations Cup and recognized players from their game.  These same people now record Champions League games simply because of video game generated interest.  Many have since seen MLS matches and have kept an eye on their favorite team. Will it continue?  Can MLS keep these  fans?  Are video games a legitimate method for attracting fans?  Let us know your thoughts.

2 Responses

  1. I’ve said this countless times… There has to be a marketing link between playing FIFA and getting those players to watch the real thing.

    How you do it is beyond me, though.

  2. As a kid, I never watched hockey. Didn’t grow up with at all. In college everyone as playing Sega hockey. I started to understand and know the players. I started to care about the real game. Chelios, Kariya, Coffey those names started meaning something me.

    Video games can be an important way to connect with new fans.

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