eSports
Halls and Virtus.pro announce partnership
VMLY&R (part of WPP), Carat and The Story Lab (part of dentsu Russia) agencies continue to develop the esports direction for Halls (Mondelez International). The cooperation with ESforce, the largest esports organization in Russia, opens a new page for the brand cooperation.
Halls will be integrated into Virtus.pro media resources (part of ESforce).
The creative idea of the esports campaign was developed by the VML&R agency. The integration ideas were developed by The Story Lab together with ESforce. The media support is provided by Carat agency. As part of the cooperation, a promotional video has been prepared with the first Dota 2 roster. The video will be published on the club’s official YouTube channel. Within six months, Virtus.pro accounts will host posts with integrations of Halls brand, banners, articles on the site, etc.
Anna Semchuk, Senior Brand Development Manager: “For more than 120 years, the Halls brand’s mission has been to help the world breathe better. A charge of menthol in each pack is a crisp breath of air, an opportunity to focus on the moments that matter. Halls gives you a boost of concentration so you can get the most out of the game. The creative idea is ”Nothing will distract you from winning if you are charged with concentration with Halls” – perfectly reflects the new brand positioning”.
Alexander Mishutin, Director of Customer Relations at Carat: “The project’s goal was to strengthen the brand’s positioning among the young audience, where esports is an important communication channel. Such cooperation is interesting and promising for Halls in terms of engagement, increasing loyalty and the chance of attracting a new audience. The key message of the campaign, “Increase your concentration and win prizes for the best game together with Halls and Virtus.pro!”, will be supported on YouTube, VK and other resources with videos engaging Virtus.pro players”.
Sergey Glamazda, Virtus.pro General Manager: “ESforce Holding has been cooperating with the Mondelez brands for a long time. Joint projects have repeatedly shown their effectiveness and this time Halls brand becomes a Virtus.pro partner. I am pleased to welcome Halls and I am confident that our collaboration will resonate with the esports audience.”
Evgeny Podergin, Senior Copywriter VMLY&R: “The simple truth is: as you get down to the game, so you will make it. For esports players, mood and concentration before a match are as important as for traditional sportsmen. When hundreds of important things are happening on the screen in front of you every minute, you have no option to lose focus. This is the essence of our campaign and the main thing of Halls RTB. Thanks to menthol, our drops can really help you focus at the right moment, take a deep breath, exhale and throw yourself into the game without any distraction, which can prevent you from victory.”
In 2020, Halls brand has already sponsored an esports championship. Within the framework of the project, Carat agency appreciated the effectiveness of esports integrations. According to the study, Halls brand video was remembered by more than 50% of the audience, while the benchmark for FMCG brands here is only 32%. In addition to the record values, the experts of Carat revealed a loyal attitude of the esports audience to advertising integrations.
eSports
The World Esports Summit 2024 Is Here!
The IESF World Esports Summit returns this December to Busan, South Korea. Hosted at the Busan Esports Arena (BRENA) from December 5-6, the Summit will bring together prominent figures from Esports, global brands, government officials, and sports executives for a deep dive into the current Esports trends, its rapid transformations, and future challenges.
This year’s theme, “Building Bridges, Not Barriers, Through the Power of Esports,” will highlight the role of Esports in uniting cultures, ideas, and industries. Under the slogan “We Empower Success,” the
Summit provides a great platform for Esports experts to engage in meaningful discussions and sessions, sharing their insights on trends and presenting forward-looking ideas for our industry.
The event, strategically timed at the close of the competitive season, presents a perfect environment for reflection on the year’s biggest events, industry shifts, and the next steps for Esports. Attendees can follow the expert’s perspectives on topics like:
- (R)Evolution in Esports
- East Meets West
- Esports Integrity: The Role of Referees
- The Rise of International Esports Competitions
- (In Korean) Korea’s Secret Sauce etc.
Also, featured at this year’s event are the IESF World Esports Training Camp and the World Esports Referee Academy.
These are very important IESF programs that are aimed at advancing the skills and professional standards of the next generation of Esports leaders.
Join us in Busan for two days designed to inspire, connect, and empower the international Esports community.
Registration for the World Esports Summit is free and open to all interested attendees.
To register, please complete our online registration form: iesf.formstack.com/forms/wes2024_participation_registration
See you in Busan!
eSports
Akhil Sarin CMO at Easygo named as key note at ICE Esports Conference
Clarion Gaming has confirmed that Akhil Sarin CMO at Easygo, the technology powerhouse behind the success of global brands Stake and Kick will headline the Esports & Games Conference (EGC) taking place on 21 January as part of the ICE Barcelona experience. As a key member of the executive team, Akhil Sarin has been instrumental in securing the high-profile partnerships that have accelerated Stake’s growth, including the Stake F1 team, UFC, Drake, and Premier League Everton FC.
Through these strategic alliances he has amplified Stake’s brand presence at the same time as creating unique, immersive player experiences, in the process setting new industry benchmarks.
Announcing the high profile speaker Will Harding, Head of Esports at Clarion Gaming said: “Securing Akhil Sarin as EGC key note at ICE Barcelona represents a remarkable opportunity for our attendees to gain invaluable insight into cutting-edge strategies in digital and influencer marketing .
“Akhil’s expertise with Stake and Kick.com embodies the forward-thinking, innovative approach that defines the digital marketing landscapes. His participation underscores the calibre of knowledge-sharing that we are committed to delivering at ICE and he is sure to both inspire our attendees and elevate their strategic perspective.”
Looking ahead to ICE Barcelona, Akhil Sarin stated: “Collaborating with Clarion Gaming at ICE Barcelona is an exciting opportunity to showcase Stake’s journey and continued focus on bold partnerships and creative marketing strategies that resonate with audiences.”
He added “The EGC is a vital platform for exchanging transformative ideas and shaping the future of gaming and entertainment. I look forward to discussing Stake’s vision and collaborating with industry leaders to inspire growth and innovation across the sector.”
eSports
WEC24 Complete: Indonesia Crowned Overall Champion!
WEC24 Complete: Indonesia Crowned Overall Champion! Busan, South Korea (November 20, 2024) – After nine days of exciting competition, the 16th World Esports Championship (WEC24) has come to a conclusion.
From epic plays to unforgettable moments, the championship closed out with the Dota 2 and MLBB Women’s finals. The ultimate victory and the biggest moment of the night belonged to Indonesia, as they won their second title as the WEC24 Overall Champions.
This prestigious trophy is awarded to the nation that excels across all of the game titles. Turkey secured one gold and one bronze medal also, however, Indonesia’s consistency and performance across the other game titles gave them the edge to secure their victory. Congratulations to Indonesia for this remarkable achievement!
WEC24 started on November 11 at the spectacular SEF Arena in Riyadh, bringing together athletes from around the world to compete across six tournaments: PUBG MOBILE, CS2 (Women’s and Open), Mobile Legends: Bang Bang (Open and Women’s), and Dota 2. Each competition delivered its special charm, giving us new champions and a WEC to remember.
Medalists:
PUBG MOBILE:
- Turkey
- Ukraine
- Brazil
CS2 Women’s:
- Poland
- France
- Portugal
CS2 Open:
- Romania
- Portugal
- Serbia
MLBB Open:
- Malaysia
- Philippines
- Indonesia
MLBB Women’s:
- Indonesia
- Cambodia
- Egypt
Dota 2:
- Greece
- Sweden
- Turkey
This year’s WEC broke records and set new milestones: the largest CS2 Women’s tournament with a $160,000 prize pool, the debut of the MLBB Women’s category, and a marathon Dota 2 bronze match that won’t be forgotten. Over 480 athletes gave it their all, leaving behind moments that will define the Esports scene for years.
As WEC24 comes to an end, we are thankful to every athlete, national federation, fan, and Esports enthusiast who traveled with us on the Road to Riyadh.
GG once again to Indonesia, our WEC24 Overall Champion! Thank you, Riyadh, for hosting an unforgettable championship. Until next time, see you on the next World Esports Championship journey!
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