Case Study Visa - Queens League

Context:

One of VISA's aims is to support and give visibility to female athletes. That is why these last two years they have looked at other related areas such as esports and video games.

Proposal:

From Play the Game we proposed VISA to participate in the Queens League, the women's competition of the Kings League. From our point of view, it made sense as we were adding female athletes and new audiences, millennials and Gen-Z.

But it wasn't just about sponsorship with a logo, it was about creating relevant and organic trigger points for the audience.

We created an additional scoring method where players could get a reward at the end of the season. We did this through the VISA button, where casters clicked it live when they saw a great play and with the MVP of the game. Both scores were added up in the Ranqueen which was updated weekly.

We also had different Queens League social media content, empowering the community to vote for their favourite player of the week.

Value:

At Play the Game we were in charge of the integral management, from the negotiation with the organisers of the competition as well as the management of the activations and the content during the whole competition, working side by side with VISA and the organisation looking for the optimization of all the possibilities of the sponsorship.

Results:

The result has been excellent, the assets chosen during the sponsorship have given Visa a lot of visibility and organic content throughout the competition (almost 200% above KPIs), generating participation and engagement from the public. This has allowed us to be in constant conversation during the run-up, during the matches and at the end of the competition.

Client's phrase:

"We have been working with Play the Game for some time now and from the beginning they have shown their ability to offer new ideas and ways of working together, demonstrating a great knowledge of the esports and entertainment industry.”

Javier Perales Bernabé. Senior Manager Brand & Product Marketing de Visa para España y Portugal.

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