SHIFT THE SHAPE

 

Local football clubs face not only on-pitch competition but also a constant battle off the pitch for financial sustainability. Especially when compared to metropolitan teams, one of the most urgent needs for these clubs is to establish regular and innovative revenue streams. Yet, relying solely on modest sponsorships and ticket sales no longer meets the demands of today’s digital and interaction-driven economy. It is essential to involve loyal supporters in more creative and participatory ways.
From this need, the “Shift the Shape” project was born—not just as a product, but as a strategic engagement model for clubs. This game goes far beyond a classic board game format; it’s designed around weekly squad selections, in-game tactical decisions, and player performances. It encourages fans to think tactically, analyze their team, and take an active role in the footballing narrative. Supporters are no longer just spectators; they become analysts and decision-makers. In doing so, the game builds both an emotional and intellectual bond between fans and their club.
In the short term, this game provides clubs with direct revenue and a unique promotional tool. In the medium term, thanks to weekly updates and new content, it evolves into a sustainable business model. Particularly among younger fans, it cultivates a culture of consistent engagement, tactical thinking, and even micro-investment in the club. Each new scenario or updated card set not only generates additional income but also increases digital interaction with the fanbase.
This board game redefines the traditional relationship between club and supporter. It is not merely a product—it’s a storytelling medium that brings the club’s weekly journey into homes and makes every matchday experience part of the fan’s weekly routine. For the supporter, it’s not just about backing the team; it’s about thinking with it, making decisions, and building strategy. This deepens the sense of belonging and ownership fans feel towards the club.
From the club’s perspective, the board game represents a low-cost, high-loyalty investment. Unlike traditional merchandise, this product offers a renewable income model, thanks to its constantly updatable structure. Weekly match scenarios, updated player cards, and new challenges prolong the game’s lifecycle and offer fresh sales and engagement opportunities each time.
Moreover, the game allows clubs to connect with a younger, more analytical generation of fans—those who read the game, enjoy strategy, and want to be intellectually involved. While families and children find it fun and accessible, adult football enthusiasts find a strategic layer that increases the club’s brand value and fosters stronger emotional ties. In short, this project helps build not only today’s but also tomorrow’s supporter–club relationship.
 
Now, let’s explore the game itself.
The board represents a football pitch, visually divided into three primary zones using red lines. Each team must place its defenders, midfielders, and attackers within their designated zones. The pitch is split into 84 smaller grid squares, and each player alternately places six players on the board. Players can be placed freely, so long as the zone rules and red boundary lines are respected.
The 12 players in the game are selected from the previous week’s match squad. Each week, the club will produce and release updated cards based on real player performances. To help players describe and follow moves easily, coordinate markers (like in chess—letters and numbers) have been added to the side and top of the pitch. This is optional and mainly serves for clarity in describing actions.

An example layout is shown below, featuring blue and yellow teams. The pitch’s appearance and team colors can be customized to suit each club. If the field markings are too visually intense, a simpler design with a muted background and dotted lines can be used.

On the field, players are marked as F1–F2 (forwards), M1–M2 (midfielders), and D1–D2 (defenders), making positioning and strategy easier to follow. Player cards are also part of the game’s core mechanics. These cards feature the player’s name, photo, and eight performance categories: pass, duel, shooting, dribbling, off-the-ball movement, tackling, take-on, and crossing.
For this explanation, the same attributes have been applied to equivalent positions on both teams to keep the example simple. In actual gameplay, each player’s stats will reflect their previous week’s real performance. This means every match produces a new version of the game, encouraging variety and continued engagement.
Only one week’s card set is needed to play, but weekly updates allow for evolving strategies, tactical diversity, and replay value.

Next, I’ll explain how the game flows by illustrating two different sequences of moves with visuals.

Teams alternate turns, taking two consecutive actions. If your team wins the ball from the opponent, you earn one extra action. Each skill point determines how far or how well a player can use a given action (e.g., passing, dribbling, tackling, shooting).

To score, a blue team player must move the ball to A4; a yellow team player must reach L4. Additionally, to complete a goal, the player must have one skill point more than the distance required to score (e.g., 4 grid units to A4 = at least 5 shooting points).

 

Let’s begin the game.

Action 1: The ball starts with Blue D1. He passes to M1. With a pass rating of 5, he covers the necessary distance: 3 squares up and 2 squares left (I3 → H3 → G3 → G2 → G1).

Action 2: M1 dribbles 3 squares (F1 → E1 → E2).

Now it's Yellow Team’s turn.

Action 3: Yellow D1 makes an off-the-ball run, moving 2 squares (D4 → D3).

Action 4: Yellow D2 moves 1 square (C4).
Back to the Blue Team.
Action 5: M1 passes 3 squares diagonally to F2 (D2 → C2 → C3).
Action 6: F2 shoots. The shot covers 3 squares (C4 → B4 → A4). With a shooting power of 5, and the required power being 4 (3 squares + 1 extra for finishing), the shot results in a goal. Had his shooting power been 3, it wouldn’t have counted.

Now, a more complex scenario.
Action 1: Yellow starts. D2 passes 3 squares to D1 (C4 → D4 → D5).
Action 2: D1 dribbles forward 2 squares (E5 → E4).
Blue responds:
Action 3: M2 makes a 3-square off-the-ball run toward D1’s location (G4 → F4 → E4).

Action 4: M2 challenges D1. His tackling power (4) is higher than D1’s duel rating (3), so he wins the ball. Blue earns an extra action. (Not necessary to show it on image.)

Action 5: M2 passes to F2 (E3 → D3 → C3).

Yellow reacts:

Action 6: D2 moves to F2’s position and successfully tackles the ball, with a tackling stat higher than F2’s duel stat. Yellow earns an extra action (C4 → C3).

Action 7: D2 passes to D1 (C4 → D4 → E4).

Action 8: D1 passes forward to M1 (F4 → G4 → H4).
Blue responds:
Action 9: Both Blue D1 and D2 are out of position. M1 has a clear shot from his position, and Blue can’t intervene effectively. Despite being their turn, neither D1 nor D2 has the tackling power to dispossess Yellow M1, whose duel stat is 5. M1 shoots and scores.
 
In both examples, the "crossing" attribute wasn’t activated. Crossing is used when players are positioned in one of the designated corner zones:
*A1, A2, B1, B2, C1, C2
*J1, J2, K1, K2, L1, L2
*A6, A7, B6, B7, C6, C7
*J6, J7, K6, K7, L6, L7
In these areas, a player may use their crossing attribute instead of their regular passing if their pass rating isn’t sufficient.
Similarly, the "take-on" attribute wasn’t used in this round. This skill is employed when a player wants to beat the opponent directly in front of him. If the player’s take-on rating is higher than the opponent’s duel stat, the player bypasses the opponent, continues with the ball, and may shoot if in range.

Additionally, clubs could create custom tactical scenarios weekly by pre-placing players based on actual matchday data, adding further challenge and variety.
For clubs with the means, this game could even be used for matchday mini-tournaments at the stadium before kick-off. Entry fees could be collected, and rewards given to the top performers—an added revenue source with community engagement.
I hope I’ve been able to convey the core philosophy behind this game. All it requires is a football pitch layout, player cards, scenario cards, and simple symbols to represent players and the ball—making it an extremely low-cost initiative.
Of course, a more advanced version of this game could be developed, and there may be challenges I haven’t accounted for. But the real purpose here is to spark an idea.
For a football club, the ultimate goal isn’t just to win matches—it’s to build a meaningful universe around each matchday. When you can connect the flag waved in the stands to the game board opened at home, the club’s presence is no longer confined to 90 minutes. Even after the final whistle, a sense of belonging lingers; a bond is sustained.
Because at that point, the fan becomes more than a follower of a scoreline—they become part of a strategy, a story, and a game. True success lies in being able to recreate that emotional experience, week after week.