Fans will interact with Fantasy Club Football through a new site to be launched in July.
It is effectively a database-building tool, according to Mick Pacey, managing director of Fantasy Sports and ex-Luton Town FC footballer.
"Traditionally, such games do make you, as a fan of Chelsea, say, select players from teams you detest. This game will see you select your own team's players," he said. "It gives our sponsor the ability to have a dialogue with an audience for the duration of the season."
Pacey continued: "I can't take away from the fact that Fantasy Football has created a huge audience for such games, but we hope to pick up people who have not played before."
Digital agency Mailtrack is designing newsletters, online marketing and the game itself. It will run an email marketing push and an online ad campaign on a CPA (cost per acquisition) basis.
After its launch, Pacey is looking to add SMS alerts and email updates to the game.
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