{"id":1636,"date":"2018-11-19T08:00:00","date_gmt":"2018-11-19T08:00:00","guid":{"rendered":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/esport-activations\/"},"modified":"2026-05-26T15:49:43","modified_gmt":"2026-05-26T15:49:43","slug":"esport-activations","status":"publish","type":"post","link":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/esport-activations\/","title":{"rendered":"When Gaming Goes Live: 2018 Esport Activations Done Right"},"content":{"rendered":"<p><!----><\/p>\n<section class=\"c-copy-block py-5 2xl:py-10\">\n<div class=\"c-copy-block__wysiwyg s-wysiwyg txt-18\">\n<p>For many brands, esport activations and navigating the gaming ecosystem at large are real challenges. Some brands get it and deliver brand gold while others are just starting to find their footing. Successful brands know authentic game knowledge is the only way to win over esport audiences. Each game of course has its own memes, inside jokes and references intrinsic to its culture. There is no one-size-fits-all answer to this activation audience\u2014the sooner you let that notion go, the sooner you\u2019ll reap rewards. Properly engage the esport community with calculated risks and you\u2019ll wonder why you didn\u2019t consider esport targets 18 years ago.<\/p>\n<p>Without risk, there\u2019s no major reward in this fan-centric world. To engage this awesome fan base, step out of your comfort zone and deliver your A+ experience game. To score a highly engaged audience at your activation, start with a rock solid strategy. What did our mothers say, again? Do it right or don\u2019t do it at all [something like that]!<\/p>\n<p>High Risk = High Reward<\/p>\n<p>Below are some of our favorite examples of killer brand activations in gaming this year. Our list picks have really set the bar high for 2019.<\/p>\n<p><\/p>\n<h4>PAX West Fortnite Summer Skirmish<\/h4>\n<p><em>What is it<\/em><\/p>\n<p>Last August Epic Games\u2019<a href=\"https:\/\/www.epicgames.com\/fortnite\/en-US\/news\/pax-west-2018\" target=\"_blank\" rel=\"noreferrer noopener\">Fortnite Tournament activates outside of PAX West<\/a> for $1,500,000. The three-day tournament is open to the first players to register on site each day. The action kickoffs in three stages. Each stage or heat is a mini-series of two matches to determine placements. The top 32 players at the end of each heat moves on to the stage two nightly qualifier. The top 32 players at the end of the nightly qualifiers advance to Monday\u2019s stage three grand finals. By the end of the six match brawl, the ultimate victor of the PAX Summer Skirmish is crowned the Royale-Winner. A big congratulations to Morguasse who captures first place and wins $250,000 and a $25,000 bonus for securing a Victory Royale.<\/p>\n<p><em>What\u2019s awesome<\/em><\/p>\n<p>\u2022 Giant bean bags to chillax on while watching the skirmish<br \/>\u2022 Durr Burger food truck<br \/>\u2022 Fortnite mini golf activation<br \/>\u2022 Fortnite characters walking the floor and posing for photos<br \/>\u2022 Fans watch the tourney stream on a giant screen while they lounge, eat and socialize<\/p>\n<p><\/p>\n<h4>Twitch\u2019s Broadcaster Royale @ PAX West<\/h4>\n<p><em>What is it<\/em><\/p>\n<p><a href=\"https:\/\/wearesparks.com\/work_experiential\/twitch\/\" target=\"_blank\" rel=\"noreferrer noopener\">Twitch and PUBG<\/a> come together to host their Broadcaster Royale Grand Finals at Seattle\u2019s Paramount Theater at PAX West. They offer pros and streamers a chance to battle it out for $300,000. The two brands go all in with an authentic recreation of PUBG\u2019s game experience\u2014an immersive, three-block, full-scale tour transporting attendees to the theatre from the PAX West convention center.<\/p>\n<p><em><br \/>What\u2019s awesome<\/em><em><\/p>\n<p><\/em>\u2022 Unimog transport truck ride to the Paramount theater<br \/>\u2022 Burned out cars, Tuk Tuks and iconic PUBG supply crates<br \/>\u2022 Authentic game-sourced objects ranging from parachutes, crates and vehicles from the game<br \/>\u2022 Photo-ops include a game-sourced UAZ Jeep and a Twitch Prime green screen experience<br \/>\u2022 Chicken dinners are served to Twitch Prime seat holders and to match winners<br \/>\u2022 3\/4 scale PUBG paratrooper with inflated parachute hangs over the players\u2019 game pods<\/p>\n<p><\/p>\n<h4>Team Ninja Pop-up at TwitchCon 2018<\/h4>\n<p><em>What is it<\/em><\/p>\n<p>Richard Tyler Blevins, more commonly known by his online alias Ninja, is an American Twitch streamer and esport Internet personality. As of October 27, 2018, he is the most followed streamer on Twitch with over eleven million followers and an average of over 59,000 viewers per stream. Team Ninja parks it\u2019s merch bus pop-up store outside of TwitchCon, the annual conference that celebrates all things Twitch, the online streaming video platform.<\/p>\n<p>What makes this<a href=\"https:\/\/twitter.com\/teamninja?lang=en\" target=\"_blank\" rel=\"noreferrer noopener\">Team Ninja<\/a> experience truly unique is there are no marketing angles\u2014just authentic fan interaction. A lucky few are able to catch Ninja himself at the merch bus for photo ops and quick one-on-one chats. It\u2019s a complete sellout from limited edition merch ranging from PSD Ninja branded underwear to TwitchCon exclusive gear. Team Ninja gives the fans the love they deserve including reposts of many fan photos through various social media channels and shout outs in the comments. You don\u2019t need bells and whistles to make a splash with your pop-up if you\u2019re the real deal.<\/p>\n<p><em>What\u2019s awesome<\/em><em><br \/><\/em>\u2022 Limited edition merch; TwitchCon exclusive Ninja gear<br \/>\u2022 A chance to rub elbows and get squad up tips from Ninja himself<br \/>\u2022 Killer Ninja and PSD bus wrap marks the spot to be outside TwitchCon<br \/>\u2022 Fan-love-interaction from Team Ninja dominates Instagram<\/p>\n<p><\/p>\n<h4>LEGO @ BlizzCon 2018<\/h4>\n<p><em>What is it<\/em><\/p>\n<p>BlizzCon, Blizzard\u2019s annual gaming convention, is a celebration and promotion of the brand\u2019s major gaming franchises; Warcraft, Starcraft, Diablo, Hearthstone, Heroes of the Storm and Overwatch. Typically, the event garners 20,000 attendees and millions of online viewers who want the latest and greatest\u2014game announcements, previews of upcoming Blizzard Entertainment games, new content, Q&amp;A sessions, panels, costume contests, and, this year, five live esports tournaments. A few lucky attendees meet &amp; greet with Overwatch Assistant Art Director, Arnold Tsang.<\/p>\n<p>Our favorite esport activation of BlizzCon 2018 is <a href=\"https:\/\/youtu.be\/Z8bUNTDloKk\" target=\"_blank\" rel=\"noreferrer noopener\">LEGO\u2019s Overwatch-themed experience.<\/a> Fans get their LP fix at the adorable new LEGO Sets showcase\u2014Tracer vs Widowmaker, Hanzo vs Genji, Dorado Showdown, D.Va &amp; Reinhardt, Bastion and of course Watchpoint: Gibraltar.<\/p>\n<p>The LEGO experience showstopper is the incredible 9 ft. tall D. Va model. Built by hand in 731 hours, the LEGO sculpture includes 145,276 pieces and weighs in at 1,256 lbs. It serves as an unofficial meet &amp; greet location for attendees and ground zero for photo opportunities as family and friends capture BlizzCon memories. LEGO D. Va truly embodies hardcore fan love of Overwatch and gives the devotees a place to call home for two days. She really steals the show.<\/p>\n<p><em>What\u2019s awesome<\/em><br \/>\u2022 9 ft. tall LEGO model of D.Va; 145,276 pieces, 1,256 lbs.<br \/>\u2022 Animated gif photo-op with life size LEGO pieces<br \/>\u2022 Glass-encased builds of the new Overwatch LEGO line<br \/>\u2022 Meet &amp; greet with Overwatch Assistant Art Director, Arnold Tsang<\/p>\n<p>We can\u2019t wait to see what 2019 brings to this fun and fan-centric ecosystem. What we do know is that brands are starting to get it and the competition is hot, hot, hot. So bring your A+ esport activation game if you want to get noticed. The fans are waiting for you&#8230;<\/p>\n<\/div>\n<\/section>\n<p> <!----><!----><!----><\/p>\n","protected":false},"excerpt":{"rendered":"<p>For many brands, esport activations and navigating the gaming ecosystem at large are real challenges. Some brands get it and deliver brand gold while others are just starting to find their footing. Successful brands know authentic game knowledge is the only way to win over esport audiences. Each game of course has its own memes, [&hellip;]<\/p>\n","protected":false},"author":93,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27],"tags":[],"class_list":["post-1636","post","type-post","status-publish","format-standard","hentry","category-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>When Gaming Goes Live: 2018 Esport Activations Done Right - Sparks | Your Global Brand Experience Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.thefreemancompany.com\/sparks\/esport-activations\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"When Gaming Goes Live: 2018 Esport Activations Done Right - Sparks | Your Global Brand Experience Agency\" \/>\n<meta property=\"og:description\" content=\"For many brands, esport activations and navigating the gaming ecosystem at large are real challenges. 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