The EA SPORTS FC Mobile Festival featured esports and international football players alongside regional music acts for fans. Held at Bangkok’s BCC Hall, the event was broadcast across 14 countries. 

Bolster Group led the strategy,  creative, production, and partnerships for the festival.

The event featured football icons Rio Ferdinand, Jay-Jay Okocha, and Suphanat Mueanta. It also ran esports tournaments featuring players from Thailand, Indonesia, Singapore, and Malaysia, among others.

Meanwhile, the festival included performances from artists across SEA. This includes MILLI, URBOYTJ, Atlas, Ramengvrl, and Benz.

EA SPORTS FC Mobile partnered with Visa, creating a VIP Lounge that offered refreshments, along with meet-and-greets with players and artists. It also tapped Garnier as its official skincare partner, bringing immersive experiences.

Other key partners for the festival include Anda Seat, Samsung, Klook, and Supersports.

Stuart Coleman, senior director of marketing, APAC + IMEA at Electronic Arts, said, “EA SPORTS FC Mobile Festival represents an exciting new chapter for how we connect with our players in the region. Bringing the game to life through live experiences like this allows us to celebrate the passion of our community in powerful new ways, blending football, mobile gaming, and culture to create something truly unique. The response in Bangkok has been incredible, and we’re just getting started.”

James Clarke, CEO at Bolster Group, commented, “EA SPORTS FC Mobile Festival is about redefining fandom in Asia, where gaming meets football, music, and lifestyle, all in one place. We’re thrilled to partner with EA to bring this concept to life in a way that moves beyond the screen and into real-world culture. The response in Bangkok was phenomenal, and it’s clear there’s a huge appetite for live experiences that speak to a new generation of fans.”

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To support gamers, Garnier’s skincare is set to help EA Sports FC Mobile Festival gamers, encouraging them to put their ‘#GarnierGAMEFACE’ on. The partnership aims to help gamers gain confidence, having a skincare routine as part of their preparation ritual.

The festival is uniting the top FC Mobile teams, spanning Thailand, Vietnam, Australia, and Singapore. It kicked off in Bangkok on June 14 and 15, celebrating the football culture through e-sports and entertainment. The two-day event featured gameplay, live performances and a Q&A session with football icon Rio Ferdinand.

As the official skincare partner, it is introducing the ‘Garnier Game Face Starter Pack’ activation zone in the EA FC Mobile Fan Zone, where fans can experience advanced formulation and transform their skincare routines.

The activation will also feature a life-sized immersive set design, tapping into the popular social media trend of ‘starter packs’ in life. Through the installation, participants can enter the zone and star in their own starter pack that blends football and gaming cultures.

As part of the partnership, Garnier is tapping 60 content creators to highlight its skincare solutions as part of gamers’ daily rituals for facing challenges in each game and in real life.

Garnier has a range of products tailored for gamers, including its Garnier Men AcnoFight Anti-Acne facial cleanser and Garnier Bright Complete Serum cleanser.

Roger Salhab, general manager at Garnier, South Asia Pacific, Middle East, North Africa, said, “Asia is home to over 1.5 billion mobile gamers, with males making up around 60% of the audience. At Garnier, we see skincare as the confidence booster for gamers — helping them stay fresh, focused and ready for the spotlight — giving them the #GarnierGAMEFACE. Garnier is no longer a routine — it now becomes a ritual.”

“We are proud to be the official and exclusive skincare partner at the inaugural FC Mobile Festival, bringing our performance-driven expertise to the gamer lifestyle, offering skincare solutions tailored to Asian skin needs — including formulations specially designed for men,” Salhab added.

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The EA Sports FC Mobile Webstore allows gamers to access free daily rewards along with other product offerings, bonuses, and discounts.

Combining Coda and EA’s expertise, the mobile webstore offers a localised, user-friendly platform containing regular content updates. 

Blending an engaging gameplay with real-world team and player integration, the partnership sees a growing customer base. It also enhances gamers’ experience by providing convenience.

The webstore has been launched in over 60 markets, including Singapore, Thailand, Philippines, and Hong Kong. On Oct. 15, Coda and EA successfully launched the webstore in Malaysia, Australia, Canada, and Colombia.

“Working hand-in-hand with the EA team, we’ve built a space that is more than just a marketplace. The EA SPORTS FC™ Mobile Webstore is built on the solid foundation of Codashop’s decade of success. This isn’t just a new launch; it’s a necessary evolution in how gamers want to buy and interact with in-game content,” Mike Feldkamp, chief technology officer at Coda, said.

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