Once the initial obsession with the new game starts to wane, I'd organize an actual season of play. Use rankings or run some kind of contest to determine a player for each team, then play the actual season player v player. Have a fixed date and time for games and make it so people can view a stream of it, mocking the play calls live, etc.
Then bowls are allocated, etc. Get real life fan bases involved.
I personally wouldn't watch, but the kids seem to be into watching other people play video games.
Has to be some way to turn it into a big thing.