Gillette Bomber Cup: Milan Games Week Experience
Large-scale branded Fortnite tournament for Milan Games Week 2023
Bringing Brands to Life in Gaming
The Gillette Bomber Cup wasn't just another tournament, it was a bridge between esports and brand experience. Created for Milan Games Week 2023, this project transformed traditional brand activation into an immersive competitive gaming event.
The Experience
Imagine 16 teams competing simultaneously in a custom Fortnite map, with live casting, branded assets, and thousands of spectators. The energy was electric, a perfect fusion of competitive gaming and marketing innovation that proved brands can be authentic participants in gaming culture.
What Made This Project Special
- Scale & Production - 16 teams tournament with professional casting and production
- Brand Integration - Seamless Gillette branding that enhanced rather than interrupted the experience
- Live Event Execution - Flawless technical execution during Milan Games Week
- Community Impact - Proved branded esports can be authentic and engaging
"Watching all of those players engage with a brand in a way that felt natural, not forced, that was the magic. We didn't just put a logo in a game; we created a space where gaming and branding coexisted authentically. The moment the first match went live and the chat exploded with excitement, I knew we'd created something special."
Technical Craft
Built with UEFN (Unreal Engine 5 for Fortnite) and Verse, this project showcased how to balance brand requirements with engaging gameplay:
- Custom game mechanics that incorporated brand elements organically
- Live ops support during the tournament
Event: Milan Games Week 2023 • Gillette Brand Activation
Project Status: Completed • Large-scale Branded Esports
This project taught me that when brands approach gaming with respect for the culture, everyone wins. Players get great experiences and brands build genuine connections.
Technologies
Project Info
- TypeFortnite
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