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.