What They Said, PrettyGreen’s Influencer Marketing agency, has won a competitive EA SPORTS pitch to drive an increase in gameplay of the F1® 23 title.

F1 23 marks the 16th instalment in the Codemasters’ F1 series. It boasts overhauled driving physics and introduces the option to set a 35% race distance. The game’s user interface (UI) has been revamped to offer an experience closely resembling the presentation of contemporary Formula One races. The latest additions to the My Team Icons pack feature renowned figures such as 1992 World Champion Nigel Mansell, W Series driver Jamie Chadwick (who also contributed to the development of Braking Point 2), and former drivers Kamui Kobayashi and the one-time race winner, Pastor Maldonado.

What They Said will be activating a campaign to reignite excitement of F1® 23’s core features including Braking Point and F1® World, whilst emphasising F1® 23’s accessibility and ease of use for newcomers. The campaign involves EA partnering with two-time F1® Esports World Champion Jarno Opmeer, who will be training and competing against renowned FIFA Gamer Morgan Burtwistle in an ‘open lobby’ style race, alongside members of the F1® 23 community.

Red Bull Formula One car racing on a track
Formula One car racing
Photo of a Formula One car racing in the EA Sports game

Joe Stratton, Client Services Director at What They Said commented, “As big fans of EA and F1 – this was a dream project for us. F1® 23 has incredible game play, and honestly, helping to drive fame by collaborating the most influential esports talent is going to be so much fun. Super charged and highly entertaining racing content will be coming to your feeds very soon!

PrettyGreen has previously worked with Electronic Arts, creating PR campaigns for game launches including Battlefield, Sims and Crysis.