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eSports Champions

Denmark, Finland, Norway, Sweden
Creative/Outreach, Tech SEO
  • 6353

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With the League of Legends final drawing more viewers than the last game of the 2016 NBA Finals and total eSports prize pools exceeding $93 million; gaming has transformed from a pastime to a profession. For the elite, competitive gaming has become a profitable career and for this campaign, we worked with Unibet we find out what puts these players in a league of their own.


1. Achieve a minimum of 100 top-tier, authoritative, editorially valid links that increase site authority.
2. Deliver LinkScore results of over 2,400 points (600 per market – Norway, Sweden, Denmark, and Finland).
3. Support and increase brand recognition efforts through coverage, social and print.


We used two decades’ worth of gaming tournament data to create a piece of branded content that would tell compelling stories, all of which highlight the growth of gaming. We sought to uncover who were the top earners, what games they played and where they come from. We were also able to shine a light on the women making an impact in the gaming scene.

Once the campaign was live we monitored relevant news and events, adapting our outreach plan to capitalise on the interest in this topic, offering new angles relating directly to gamers and the world of gaming. The campaign coincided with many landmark eSport moments; most significant being a recent $10 million win at the International DOTA 2 Tournament (August 2017) and the release of the BBC’s dedicated eSports channels.

By putting these stories together in a series of shareable, interactive graphs we were confident that we would get a LOT of coverage – and we weren’t wrong!


A unique asset filled with multiple angles that exceeded our client’s expectations
57 linking root domains from some of the biggest authority sites including; Yahoo, MSN, Mashable, The Mirror, The Metro (Sweden), Tivi Finland, Ekstrabladet Denmark, Aftonbladet, and E24 Norway
• A LinkScore of 6,353 points
1,719,410 campaign views
• Over 3,767 shares on social media through coverage as well as through the campaign page itself (Twitter data counted until they implemented tracking changes).
• The campaign supported and increased brand recognition efforts through offline coverage and social media. It was featured in Politiken and shared online by some of the biggest names in gaming including Evil Geniuses (over 500k followers) and Tony Robbins (eSport team investor, and motivational life coach with over 3 million followers).

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