The brief

Promote youSee’s eSports league to everyday gamers.


The challenge

In 2018, youSee partnered with Denmark’s national eSports league. A league for everyone and not just current professionals – the usual perception of competitive eSport. In establishing the partnership, youSee eSports league set out to recruit 50.000 Danes for the league by 2020.


The solution

To prove the diversity of the eSports league, we challenged them to put forward their most atypical gamers. With thorough casting amongst the eSports communities and clubs around Denmark, we found three cases of gaming being for everyone. Producing three editorial content pieces telling the stories of real gamers, we broke down prejudices and encouraged a much broader target group to enroll in the youSee eSports league this season.

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Belong Agency Sweden is a full-service agency using creativity to solve business problems and build brands that belong in culture.

Eriksbergsgatan 8A, Stockholm, Sweden