In order to address grassroots esports movements in Germany, we worked with Unitymedia to create a unique concept to move them towards esports in 2019. As a big telecommunication and internet provider, having Unitymedia get involved in the world of esports seemed like a natural coming together through The Unitymedia Academy.
In Autumn of 2019, Unitymedia was bought by Vodafone and that gave us more of a challenge to include brand transition into the Unitymedia Academy. The Unitymedia Academy was a tournament series designed for amateur players in League of Legends. We worked off a theme of “money can’t buy experience” for young ambitious players in Germany, giving the players the opportunity to experience eSports in a public setting just like their idols.
The teams making it to the grand final, headed to a boot camp with one of the celebrity coaches. They received team-branded jerseys, clothing, and the chance to play in the grand final in the Unitymedia Loft with the entire competition streamed live on Twitch in front of thousands of people. We worked with Theres “Sissor” Modl and Daniel “Broeki” Broekman, two revered influencers in the German League of Legends scene, featuring a four-month tournament series with playoffs, and a grand final.
We pushed the narrative of a “Battle of the Coaches’’, with Broeki and Sissor coaching the teams in their own unique way, putting on a spectacle for viewers and players alike.
For the grand final, we organized the entire live production from the loft setting, and were able to put on an uninterrupted, professional display of eSports entertainment. During the tournament, we reached a peak of 6,000 concurrent viewers on Twitch. We had 800 players overall participating in the first season of the Unitymedia Academy and over 370,000 unique viewers across the entirety of the competition.
Furthermore, we developed, implemented and followed up on an internal employee tournament. The tournament helped Unitymedia to position itself further in eSports and to strengthen its employer branding. More than ever, companies are under pressure to present themselves as attractive and open-minded employers with a living digital culture.
With the employee tournament, Unitymedia received a complete solution that was tailored to its individual circumstances. The tournament strengthened Unitymedia’s image as a future-oriented and digitalized company and made it possible to promote the corporate culture on a digital level as well.