The Machines Arena

CLASH IN INTENSE BATTLES

We were tasked with showcasing the value of an unfinished title and rallying teams, personalities, and sponsors in record time. The goal: launch a global tournament featuring 16 professional Esports teams. To make it happen, we secured top players and sponsors, boosting coverage and awareness in collaboration with the Icelandic Esports Association and Ministry of Commerce. Our role included outreach, research, web content creation, and full social media support—ensuring the event aligned with national esports policy goals and had the visibility it deserved.

Team Research & Outreach and Partners & Personalities

To define the right audience, The Game Marketer researched competitive rosters from leading esports titles like Valorant and League of Legends. This gave us insight into key demographics and allowed us to target outreach more effectively. From there, we approached over 120 teams, ultimately confirming industry leaders such as Alliance and eRaEternity. While securing partners presented challenges—given the title’s early stage—we persevered, securing buy-in from respected names like FaceIt and James Bardolph.

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Web Page Production & Management, Social Media Support and Onsite Support

The Game Marketer produced a professional event webpage on the client’s site with key details and newsletter sign-up, managed through a CRM system. Throughout the event, we kept subscribers updated with custom graphics and copy. We supported the client’s social strategy by creating copy, generating assets, and building a detailed social calendar covering all event phases—testing, posting, and scheduling. On-site, our team ensured smooth production and communication, making sure all teams had the information and equal opportunities they needed leading up to the tournament.

PR

There were several conversations that took place in order to ensure the target audience was met, we targeted press contacts that had a significant audience within Esports. The Game Marketer ensured that all press releases and communications praised the titles interesting approach to Esports and that they highlighted the title for its true value.

Influencers & Esports Integration

Ensuring that the audience matched the intended profile was a top priority here. The goal of the studio was to build a good structure for the Esports activity that was planned later on the overall roadmap. We reached out to several creators that were associated with Esports in one way or another. The goal here was to find a team that would be associated with The Machines Arena on a long-term basis. The Game Marketer presented a cost-efficient and well established Esports organisation that were already interested in the title.

The Results

Press coverage built strong awareness of The Machines Arena, establishing its presence in the esports market. Influencer campaigns drove 25,359 hours watched and a 774% viewer increase, while the tournament itself pulled in 136K+ Twitch views. Partnerships also paid off—Buzzkill and Directive Games continue creating high-quality player content, and the client is now integrating FaceIt’s technical solutions. The hashtag #TMAC2021 reached 1,731 likes across 71 uses, and teams provided valuable technical feedback to guide development. The event also strengthened esports’ footing in Iceland, supported by RISI (Icelandic Esports Association).

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