XPG, a brand owned by ADATA, offers computer hardware components and peripheral devices for gamers. It entered the Polish market quite recently, which is why it is very important to focus on increasing the awareness of it in the world of esports and gaming in the undertaken PR activities.
The challenge we faced was to promote the XPB brand in the esports and gaming environment at no cost and thinking in the long term, which was to translate into an increased awareness of the brand in Poland and improved sales of the Taiwanese manufacturer’s products.
As an agency, we established business cooperation with an up-and-coming esports organization known as Invicta Gaming. At the stage of our talks, the organization had about twenty members. It boasted a strong representation of RainbowSix Siege and Counter-Strike players (including a women’s division). The team’s potential was really impressive – it had a couple of achievements under its belt, i.e. two-time vice-champions of Poland in Rainbow Six: Siege in the PC category, and two-time champions of Poland in the same game – but in the PlayStation League. We decided to make the most of Invicta’s capacity and take it under our wing. In exchange for providing gamers with XPG products, the organization changed its name and logo. When we started working together, it was already known in the esports environment as XPG Invicta. The players received XPG keyboards, headsets, and drives, but also XPG-branded clothing merchandise – sweatshirts and T-shirts. XPG Invicta created a special line of clothes with the XPG logo, worn by the gamers.
Since we started working with XPG Invicta, the press releases we prepared have been published 140 times and read by almost half a million people. The information about the brand and its partnership with the gaming team has reached another 300 thousand people thanks to our activity on social media, which involved gamers presenting the company’s logo on their clothes and gear – which they reviewed on YouTube, and thanks to the special campaigns with discount codes on XPG products. XPG Invicta has reached a very strong position in the esports world, ranking among the top Polish teams. The Rainbow Six Polish Cup it took part in, broadcast in early September 2020, was watched by 76 thousand viewers on Polsat Sport and 20 thousand fans on Twitch. Given the outstanding effects of collaboration, XPG and Invicta will continue their partnership at least until the end of 2021. The plan for the nearest future, apart from forming new divisions, is to do new gear reviews, run more promotional campaigns, and win more esports tournaments.