FC 27 Club Membership: A CRM Campaign Built Around One Deadline
For EA SPORTS FC 27, I worked on the Club Membership CRM program, which turned a passive perk into recognition players could see. Across email, in-game messages, web pages and audience targeting, every touchpoint built toward one date: play FC 27 before November 1 to keep your status.
- Lifecycle CRM
- Email Marketing
- In-Game Messaging
- Audience Segmentation
- Retention
- CRM Reporting
My Role
I worked across five parts of the program, and I built the email mock-ups myself, then worked in tandem with design to bring them to life.
The messaging, mock-ups and tier versions for each send, from the first invitation to the final reminder.
In-Game Comms
FC Live messages by tier, with QR codes that took players straight to each Deep Dive.
Web Pages
Destinations that explained the tiers, the benefits and how to keep your status.
Audiences
The segmentation that placed each player in the right tier, or spoke to them as a prospect.
Reporting
The measurement plan and the send and engagement data behind each beat.
The Challenge: Make Loyalty Visible
One-size-fits-all messages treat a player who has been here since FC 24 the same as someone who just arrived. So we flipped the approach. Each message would show players where they stood, what they had earned and what they needed to do next.
The rule itself was simple. Play FC 27 before November 1, 2026, and your Club Member status continues. That gave the whole campaign one clear goal to build toward.
One Offer, Five Conversations
Rather than one message for everyone, each audience got its own version. The four membership tiers each have their own crest, and prospects got a clear way in.
Club Member
FC 27, first season. Message: claim your badge and start building your legacy.
Club Member II
FC 26 to FC 27, a two-season legacy. Message: keep your momentum and defend your tenure.
Club Member III
FC 25 to FC 27, a three-season legacy. Message: three straight campaigns at the top tier.
Founder & FC 27 Club Member
FC 24 to FC 27, a four-season legacy. Message: you built this club from day one.
Prospects
Players not yet in the Club. Message: create a legacy, and here is how to start.
The Journey to November 1
- Jul 29–Aug 4Deep Dives. Members got insider access by email, plus four in-game messages by tier.
- Aug 14The invitation. Tiered emails introduced Club Membership in FC 27 and what it unlocks.
- Aug 17Ratings poll. An interactive poll inside the email let members predict the top-rated player.
- Sep 11Ratings update. A second Ratings send showed members what the Club had predicted and kept the debate going.
- Sep 22The member page. A dedicated Club Membership page went live with the benefits, the tiers and the FAQ.
- Sep 25Launch rewards. At worldwide launch, members were told their rewards were ready, including Red Bull items from our partner.
- Oct 15–31The final push. In-game and email reminders counted down to the deadline.
- Nov 1The deadline. Play FC 27 by this date to keep your Club Member status.
In-Game: The Same Message, Your Crest
In-game messages carried each player’s tier crest and a QR code, so players could go from the FC Live hub to the Deep Dive on their phone.
Prospects saw the other side of the same moment: what members were getting, and how to join.
Turning Ratings Into an Event
The Ratings email invited members to vote before the reveal instead of just reading about it. The poll drew thousands of votes, and later emails could then refer back to what Club Members had predicted.
Launch Rewards, Then the Countdown
At launch, the message moved from promise to payoff, with rewards tailored to each tier. In the final days, reminders brought the focus back to one action and one date.
Web: Answering the Questions
Emails and in-game messages need somewhere to send people. The Club Membership pages explained the tiers, the rewards and the deadline in one place. See the My Club Membership page on ea.com.
Results
The campaign reached players at scale, and tailoring by tier gave them a reason to respond.
- 70M+ emails sent across the journey
- 3x+ the CTR target on the first tiered email
- Around 40% open rate from Founders on the Ratings email
How We Measured It
Each beat had its own measurement brief, so reporting answered a clear question instead of just listing numbers. We tracked delivery, engagement, repeat engagement across beats, member retention and pre-orders.
The data ran through the same reporting stack I built for the rest of the franchise. Read how the cross-channel CRM reporting engine works.
Tools
- In-Game Messaging
- QR Codes
- Interactive Email Polls
- Airtable
- Looker
- Postgres
- Grafana
Want more from EA SPORTS FC? See how I used live football data in CRM triggers, read the story behind my FC 27 credit, or browse all projects.