| Philosophie | Esports is big business. At least, in countries like South-Korea and Brasil. In Belgium? Not so much. But that’s about to change. As Proximus is currently rolling out its lightning-fast fiber-optic network, the company had the perfect excuse to set up its very own esports championship. First step: recruiting candidates. The perfect assignment for marketing agency SILK. Swift reflexes, oodles of perseverance and strategic insight are just a few of the qualities you need as a gamer. This isn’t a sport for wusses. But unlike the Serena Williamses and Neymars of this world, most e-athletes live in relative anonymity: names like ‘Fear’ and ‘PPD’ probably don’t mean much to the majority of sports fans. Nevertheless, these e-athletes managed to scoop up millions in prize money thanks to their gaming skills. Sponsorship deals, fan clubs, tournaments: esports is clearly on the rise. And with a big fanbase amongst Gen Z, it seems like it’s here to stay. Where are all the Belgian gamers hiding out? Proximus found it was high time to pay more attention to esports. After all, Belgian gamers deserve better than internet obscurity, right? So, for the second year in a row, the brand is organizing the ESL Proximus Championships. SILK developed a series of social videos for the telecom company, calling on League of Legends and CS: GO fans to register for the tournament. And there’s more to come, with the ePro League – the official Belgian FIFA competition – later this year. FIFA 20 players: brace yourselves! |