Football Manager as a Persuasive Game for Social Identity Formation

Setting The Stage

This case describes the way in which the football management simulation game Football Manager (Sports Interactive) enhances the processes through which players formulate their social identities, which extend beyond the boundaries of gameplay. The game not only provides opportunities for players to make decisions and consider tactics, but provides social experiences in which players compete in online leagues, or can engage in network play with other players. This presents an interesting case for examining the different social experiences associated with playing this particular digital game. That is, the direct social experiences of play (e.g., social interactions, competition) may be distinct from other those of other games, due the nature of the game features. Specifically, whereas other “e-sports” may present greater opportunities for direct competitive gameplay and interactions, Football Manager may present alternative social opportunities, such as “indirect social experiences” which occur outside of gameplay (e.g., social cohesion, conversations relating to the game).

Prior to the case described in this chapter, little research has been dedicated to specifically examining the digital game Football Manager, and how it functions within players’ everyday social experiences. In fact, to date, little research has been dedicated to examining these issues for any form of digital game. The need for further research, particularly in relation to sports games and the activity of sport more generally, is reflected in the recommendations by Leonard (2004), particularly in calling for further qualitative research to investigate such issues. Based on this assertion, I felt it was important to explore both the in-game and “outside-of-game” social experiences associated with playing Football Manager. This was intended to provide an in-depth examination of gamers’ experiences associated with the game, both during gameplay and the way in which it functioned within the wider social contexts of their lives. To achieve the aims of my research, I interviewed four Football Manager players who had a range of experiences with this specific game.