Esports is the world’s second-largest sport with over 3.2 billion players, yet it lacked a global event to unite its diverse fan base. Our campaign aimed to change that by launching the first Esports World Cup, celebrating the unique communities within the esports world.

Esports is not a single entity; it’s a collection of fragmented communities, each with its own culture and favorite games. How could we create a campaign that celebrated this diversity while bringing everyone together? Social media is the heartbeat of esports communities. It’s where they share memes, discuss strategies, and celebrate victories. By tapping into these platforms, we could authentically engage each community.

Introducing: the Gameverse Takeover.

We brought the virtual world into reality with CGI takeovers in 15 cities worldwide, each featuring iconic elements from popular games, creating a local celebration within a global event. Our campaign spanned two months, with each city’s takeover tailored to a specific game.

In Shanghai, Mobile Legends: Bang Bang’s home base appeared in the Huangpu River, connecting with the city’s massive player base. Paris saw giant drones from Rainbow Six Siege roaming the streets, engaging the local competitive scene. In Rio de Janeiro, Free Fire’s ‘gloo wall’ defended the iconic Sugar Loaf mountain, highlighting Rio’s passionate players. Toronto had Overwatch 2’s Hanzo Dragon embracing the CN Tower, resonating with the city’s vibrant gaming culture. And in San Francisco, the ghost mask from Call of Duty appeared at the Golden Gate Bridge, nodding to the game’s lore.

We also kicked off the World Cup by announcing the games and the teams in the Las Vegas Sphere, creating a major spectacle with its unique display visible from anywhere in the city. This event went beyond just the Esports World Cup. It required close teamwork with the creators of each game. We had to coordinate not only with the World Cup organizers but also with each game company to make sure every asset was approved and represented correctly.

Our community-focused approach resonated deeply, uniting fragmented fan bases and establishing the Esports World Cup as a landmark event in the esports calendar. The Gameverse Takeover campaign showcased the power of tailored engagement and authentic storytelling. By celebrating the diversity of each gaming community while uniting them under one banner, we created a campaign that was both globally significant and locally resonant. This project highlighted the importance of understanding and embracing the unique cultures within the esports world, setting a new standard for future campaigns.

Agency: Havas Middle East
Client: Esport World Cup
Executive Creative Directors: Leonardo Borges
General Manager: Fabio Silveira
Group CD: Anshuman Bhattacharya
Creative Director: Raul Arantes
Associate Creative Director: Michele De iuliis
Senior Copywriter: Samantha Pires