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James Salmon, EA Sports’ global marketing director for the FIFA franchise, says the game has never done an initiative like this in the franchise’s 28-year history. Whatever support you need-mental health, depression, whatever the challenge is-contact KPF and if we don’t have the answer, we’ll find someone who does.” But they’ll go to the game, and it’ll be right there. “They don’t want to go to social services they don’t want to pick up the phone for a help line. “It’s about making it easier for young people to get support,” he says. While putting Prince in the game will undoubtedly raise awareness for the foundation and its efforts to engage at-risk youth-the game sold 1.5 million copies in its first month alone, back in October-Mark Prince is more excited about it as an avenue for engaging these young people directly. That same year, Queens Park Rangers renamed its west London stadium the Kiyan Prince Foundation Stadium. The elder Prince’s foundation work earned him an Officer of the Order of the British Empire in 2019. The hope is that the increased awareness will also result in more financial contributions that can help the foundation take its message to schools across the U.K. “That then spreads the net wide for people who can come to Mark and the foundation for help and inspiration.”
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“The idea is to create this moment to inspire FIFA 21 players to look up who Kiyan was and learn more about his story,” says Faithfull.
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Players will also see contact information for KPF and have the ability to learn more about its services from within the game.Įngine chief creative officer Billy Faithfull says this work goes beyond a typical PSA campaign by making Prince and his story an active part of the game, as opposed to just a passive ad. FIFA 21 players will be able to select Prince for their teams in career or “Ultimate Team” mode, or play him as a member of his childhood club, Queens Park Rangers. KPF worked with EA Sports, creative agency Engine, digital artist Chris Scalf, and VFX powerhouse Framestore to bring Prince to the screen. Now, as part of its “Long Live the Prince” initiative, KPF is bringing his story to life for a new generation by making him a player in the most popular soccer video game on the planet. His dad, Mark Prince, founded the Kiyan Prince Foundation (KPF) after his death and has been campaigning against knife crime and for better community and educational support systems to prevent it. He was stabbed to death while trying to break up a fight outside of his school. At the time, Prince was arguably the brightest young soccer prospect in England. But Kiyan Prince has been dead for 15 years, killed on May 18, 2006.