“Ambev and Nubank Good Game WP promises to be the largest gaming circuit in Brazil and boost the segment”
Ambev and Nubank announced a partnership to carry out a new gaming project in Brazil: the Good Game WP. With the goal of being one of the most significant initiatives for the gamer audience in Brazil, the circuit is taking place from August to December, with a lot of content and online championships, adapting to this pandemic moment. From 2022 and on, the Good Game WP will have in person experiences, including three major events in São Paulo, Recife, and Porto Alegre, which are expected to gather 600,000 people.
“Here at Ambev, our way of acting goes far beyond thinking about innovation in products or services. We look at everything that has the potential to instigate new ideas and experiences for customers. Launching a project for the gamer audience, developed by our team which is from this universe, is a step of our transformation”, says Daniel Wakswaser, Ambev’s Marketing VP.
To better understand the gamer profile in Brazil and invest in the project, the company commissioned a survey on the global gaming market from Newzoo, the world’s largest games and esports research institute, which headquarters are in the Netherlands. The report showed an accurate portrait of the gamer’s audience preferences. Several decisions were taken from this, including Guaraná Antarctica joining as an official brand.
This is Nubank’s first major investment towards the gamer audience, although the financial institution is frequently quoted by gamers as the preferred financial institution in surveys related to the subject.
“We are very happy to announce our participation in a project like this, that gathers athletes and amateurs to compete in something that is already one of the most popular sports in the world. The gamer audience has always had a close relationship with the Nubank brand, and we see the circuit as an opportunity to reinforce the access democratization to this market for an increasingly larger audience”, says Cristina Junqueira, Nubank’ co-founder.
An example of this is that the championships might have professionals competing against amateurs. The project’s pro-players and streamers will be announced soon.
But Good Game WP is not only about esports. It addresses all aspects related to the gamer world: gaming content, entertainment, sports modalities, social projects, education, and lifestyle. The idea is to bring an unprecedented experience to game lovers, all connected to the needs and desires of this audience, focusing not only on the 81 million gamers but also on their families.
Project Started With Streamings on Twitch and YouTube on August 3rd
Gamers can already watch the broadcasts hosted by Bárbara Gutierrez, esports journalist and one of the most prominent female voices in the national gaming industry, and the influencer Henrytado. https://linktr.ee/goodgamebrasil
The 2021 schedule, coordinated by the agencies Black Duck and Diverti, is a taste of what’s coming in 2022. Over the next six months, the Good Game circuit will include exclusive Twitch and YouTube content produced by influencers, pro players, and gaming and esports personalities. It will cover the main releases, gamer trends, retro games, and everything about the gamer ecosystem: cosplays, comics, board games, movies, and products. The program will also bring LoL, CS:GO, Free Fire, and Valorant championships, with R$200,000 in prizes and a big show broadcasting after the finals.
For next year, the project will gather content and experience and turn them into actions such as the three main events, which will be held throughout the year in different locations to ensure access to gamers from all regions of Brazil.
The management and execution of all content production, broadcasts, and events as part of the project are being carried out by the agencies BlackDuck and Diverti, along with Ambev. BlackDuck is an agency specialized in games, with national operations, and known for advising brands to find the best way to enter this gaming universe organically, without interrupting the players’ routines. Diverti, on the other hand, is amongst the largest producers in the country and, during the pandemic, stood out with projects of great expression in the digital arena, such as Circuito Brahma Live, composed of more than 300 lives and 500 million views.
The partnerships among the companies participating in the project are being led by Together, a new Ambev area created with the purpose of improving people’s experience through new partnership models with the company, optimizing and adding marketing efforts to offer the best in entertainment. The project will still have room for the entry of new brands.
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