Burger King also joins the game .

It is common seeing how brands usually contact you interested on how to get involve into the esports industry; as they probably represent one of the main attractive option for their marketing strategies.

It is frequently said esports can reach a target that may be hardly reachable by other means. And this is true. Esports represent an unstoppable wave staying in everyone’s life. And most important, hearts. Burger King, one of the main leading stakeholders of the industry shared the same point when we started our collaboration.

Reaching everyone’s life results into engagement, once this is done, quantitative results will come along.

As a specialised agency on esports and videogames, we created a whole immersive tournament using the game that counts until today with more than 200.000.000 current players, Fortnite. The place? The biggest videogame national event in Spain, Barcelona Games World, with more than 138.000 attendees. But as it has been said, it was not a simple activation based on 12 PlayStations with the game being played over and over. The gaming community is by far one of the most difficult targets to impress with new ideas (videogames consequences), so a simple tournament was something the gaming community already knew and quite outdated indeed.

Have you ever been inside a videogame, we tried to get the target in. Real cosplayers and characters created ad hoc, a genuine setting for the ambience, gifts carefully designed for the community, influencer campaign with a genuine challenge... And even more, changing the key visual and corporate image of the brand to get even closer to the target generating the connection to the audience.

We must and should encourage everyone to understand the gaming target, a complex market where the patterns of its understanding can lead into a successful strategy, or a completely irrelevant result to the community if wrongly executed.