“The Future of Gaming” project was not only about directly reaching viewers and gamers, but it also addressed journalists with a range of activities. Intel Extreme Masters, the largest gaming event in Poland, attracted 130 top journalists, who conducted 75 interviews and together with Intel's world experts took part in inspiring discussion panels. The Sunday's debate on the future of gaming was viewed by 611,767 people, with the average stream viewing time of 14.45 minutes. Our campaign generated 2,753 publications on the Polish media: the press, internet portals, radio and television, reaching a total of 25.2 million people and an AVE of over PLN 7 million. Foreign media published 230 articles about the event, which reached over 36 million people.
Intel Extreme Masters in Katowice is one of the largest e-sport events, putting Poland as an important spot on the global gaming map. Nevertheless, the popular belief still sees e-sport and gaming as a niche community of computer game fans and new technology geeks. The greatest challenge of “The Future of Gaming' campaign was to change the existing perception of the industry by the way of launching a substantive discussion about e-sport as a market of huge potential and tangible impact on economic development.
WHAT WE DID
The project comprised communications addressed to consumers and businesses, providing market education on the economic aspects of e-sport and gaming. Our activities were supported by the patronage of general news and industry media, which ensured a very broad public opinion reach. The project culminated in a live broadcast of an expert debate on the future of gaming and e-sport, featuring Intel's experts, professional gamers, as well as representatives of the media and the city of Katowice. The discussion was livestreamed on the Onet.pl home page, the internet portals of business, technology and sports publications, as well as the social media channels of the Onet-RASP group.