Mexico has always been a key market for FIFA, unfortunately, when it comes to the Ultimate Team Platform, everything revolts around European teams, European players & European uniforms, creating a challenge to engage with the mexican gaming community.

Also, with the release of FIFA23 came the bad news that the Mexican soccer league would no longer be available due to a new exclusivity contract with the main competitor game. As a result, the game would become less attractive for national gamers and Mexico became less relevant to the global gaming community.

The only opportunity we had to re connect with Mexico and highlight it's honor and culture was showcasing their cultural heritage and design.

Also, the exclusivity of the league forced us to make something that represented Mexico but without using any mexican assets, crests, uniforms, players, etc.

As a global platform, Ultimate Team pits gamers all around the world against each other and Liga Mx has been really relevant in terms of design. Players from all countries dress up their entire teams and stadiums with mexican league kits. So we had to give them something that could represent not only a team, but an entire culture.

We designed a whole pack of assets inspired by the art of Oaxacan Alebrijes for FIFA23. Gamers could download and use it to turn their teams into fantastic mexican beasts.

As a global platform, Ultimate Team pits gamers all around the world against each other and Liga Mx has been really relevant for the Fifa Community in the past.

Players not only from Mexico, but from all around the world dress up their entire teams and stadiums with mexican league kits. But with Konami's deal of exclusivity with Liga Mx, we had to keep the mexican gaming community represented without any Liga Mx asset.

That's why we designed a whole pack of assets inspired by the art of Oaxacan Alebrijes, a fantastic mexican beast that would make them feel proud and honored.

This turned to be more than a kit, but a tribute to Mexico, it's rich and powerful design really resonated not only with the mexican community, but with the entire world.

We partnered with @Molka_Oaxaca, a famous mexican designer but also an expert alebrije artist, and we designed the main alebrije in our kit inspired by different characteristics of Mexican players.

Just as an Alebrije, who is a fantastic beast with parts of different animals, our Alebrije was the sum of all those players who have given Mexico its identity at the soccer level. The claws of our goalkeepers, the wings of our strikers also present in our national symbol, the jaguar warrior fierce as our defenders, a tribute to each and every one of them merged in a symbol that represents the attitude of an entire country towards battle.

The main uniform, crest, typhus and all the flags and assets that you could use to dress up and personalize your stadium became a tribute to mexican art and culture, and was available to download for every Fifa 23 player.

When the Alebrije came out, players from all around the world dressed up their warriors with our kit. 875,000 games were played with it in the first week and the Alebrije now represents mexican culture in 56 countries.

"El Alebrije" kit became the third most downloaded kit in the game and without using any mexican element, we mexicanized Fifa not only winning back our mexican community but also taking the mexican culture to a whole new level around the world.

We had a very low budget and only one chance to give Mexico the place it deserved on the game, and we did it through mexican art and design.

When the Alebrije came out, players from all around the world dressed up their warriors with our kit. 875,000 games were played with it in the first week and the Alebrije now represents mexican culture in 56 countries.

"El Alebrije" kit became the third most downloaded kit in the game and without using any classic mexican element, we mexicanized Fifa not only winning back our community but also taking the country's culture to a whole new level around the world.

Konami took the Liga Mx, but we kept the mexican gamer community represented in our Ultimate Team platform. We had a very low budget and only one chance to give Mexico the place it deserved on the game, and we did it through mexican art and design.

Because Mexico is more than a green shirt, it's a rich and powerful culture now represented in world's most important soccer videogame.