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Case Study - The Machines Arena Esport Tournament

The Machines Arena Esport Tournament

Organising TMA Championship 2021: an Online Tournament for Directive Games

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The Game Marketer was tasked by Icelandic studio Directive Games to assist in planning and executing the first professional esports tournament for their new title The Machines Arena, the TMA Championships 2021. The Machines Arena is an isometric hero shooter that engages two teams of four in short multiplayer matches where split second timing and precise team coordination are essential to winning.

The Challenge

The Machines Arena is still in alpha, meaning that The Game Marketer was tasked to demonstrate the value of an incomplete, unreleased title and encourage teams, personalities and sponsors to get involved within a very short period of time.

The Goal

To launch a global tournament with 16 professional Esports teams participating. Reaching out and acquiring well known personalities and sponsors that would further increase coverage and awareness for the title in collaboration with the Icelandic Esports Association and in alignment with the Icelandic Ministry of Commerce’s policy goals in regard to the commercial development of esports within Iceland.

The Approach

  • Research, outreach and acquire 16 professional Esports Teams. Negotiating cost per engagements and overseeing deliverables assigned to each team
  • Produce a web page covering key information regarding the event with an integrated CRM to provide newsletters leading up to and covering the event
  • Research and acquire Partners which would help promote the event with social coverage and giveaway material
  • Acquire well known personalities that would increase the production value of the event through casting
  • To advise and support with company’s social media accounts via copy and visual support

What We Did

Team Research and Outreach

The Game Marketer researched the competitive rosters of other leading esports titles such as Valorant, and League of Legends using them as a vector through which we identified the key demographics who engaged with similar products and developed a target audience.. This allowed initial outreach to begin, speaking to and confirming many of the industry's biggest teams including Alliance and eRaEternity. With over 120 teams we approached, the priority of the team was to ensure that potential coverage was spread across those several key demographics which were highlighted in the research phase.

Web Page Production & Management

Web Page Production & Management - The Machines Arena Esport Tournament

The Game Marketer produced a professional webpage on the clients existing site which featured all the key event information and allowed users to register for a newsletter (maintained through a CRM system) where updates would be sent to all subscribed users. This was managed by The Game Marketer throughout the event where all updates were uploaded with custom graphics and copy.

Partners & Personalities

Partners & Personalities - The Machines Arena Esport Tournament

The Game Marketer outreached to various personalities and partners in the initial phase, these conversations demonstrated the most challenges, due to the age of the title, many partners struggled to see the value in providing resources to the studio. However, with perseverance personalities were acquired including the likes of FaceIt and James Bardolph.

Social Media Support

The Game Marketer provided support to the client with their social media strategy, this included creating copy for posts and generating assets for posting. The Game Marketer created a detailed social calendar which covered all aspects of the event including testing and posting schedules.

Onsite Support

OnSite Support - The Machines Arena Esport Tournament

The Game Marketer had someone on site to assist in the production leading up to and during the event. This included ensuring all teams had sufficient information and had equal opportunities leading up to the tournament.


The Tournament was a huge success generating over 136k views across Twitch. The client is now on the road to integrating FaceIt’s technical solutions into the title. The hashtag #TMAC2021 achieved 1731 likes with 71 uses. All involved teams have provided technical feedback on the game identifying areas that the development team can target for improvement. The event has further rooted Esports within Iceland, being assisted by RISI (Icelandic Esports Association).

The Machines Arena Esport Tournament

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