In addition to my work on EA SPORTS F1 24 and EA SPORTS WRC, I also handled social media activity for Need for Speed Unbound's "live service" post-launch activities.
As with the other titles I worked on in 2023 & 2024, I led the social media strategy and execution for the game's post-launch campaigns, from its Volume 3 update all the way to its swansong of Volume 9.
Leveraging my decades of personal & professional racing game experience, I was able to inform, excite and entertain one of the largest racing game brands in the industry, with over 20 million followers eagerly awaiting the latest updates from Criterion Games & Electronic Arts.
Working with multiple internal & external stakeholders, I helped generate millions of views through collaborations with Porsche, BMW & more.
Need for Speed 30th Anniversary (ft. BMW)
Need for Speed is one of the more revered franchises in gaming, and to celebrate its 30th anniversary, Electronic Arts, Speedhunters, BMW & BMW Group Classic worked together to create an astounding celebration piece.
Ever since its debut in Need for Speed Most Wanted in 2005, fans have been enthralled by the BMW M3 GTR, with many going the extra step to create their own replica cars. That passion came full circle with the creation of the "real" M3 GTR.
My role in this project was to share the incredible work of all parties involved, by collaborating on a social media strategy involving Electronic Arts, Need for Speed, Speedhunters & multiple BMW departments to make the 30th anniversary an unmissable experience.
The car was on display at the BMW Welt museum in December 2024, with a second appearance in May 2025. Fan engagement with the car was exceptional, with the Need for Speed community organising a special meetup with Derek "Razor" Hamilton, the fan-favourite "owner" of the M3 GTR in the original game.
The Year of "Kaizen"
For the game's second year of live service (covering the 2024 calendar year), the development team at Criterion Games introduced a new concept to build the best game possible alongside its passionate community.
"Kaizen" is a Japanese term representing change for better & continuous improvement. This was the core philosophy behind the development team's ambitions for the game and the future of the franchise.
As the game's Social Media Manager, my goal was to deliver that vision to the world, sharing the fine work done by the development, marketing & communications teams to an audience of over 20 million followers.
With each successive update the sentiment around the game improved significantly, and by the end of the Kaizen project the game was widely praised for serving its fans & honouring 30 years of Need for Speed.
