Agency has established itself as a partnership with big brands in building authentic experiences
In 2024, Brasil Game Show (BGS) marks another chapter in Druid’s involvement with the gaming public. In this edition of the event, Druid played a fundamental role in connecting gamers and brands, providing strategic curation that resulted in successful activations for clients such as Samsung, EA Sports and Supercell.
Samsung
With Samsung, the agency was responsible for complete consultancy on how to organically connect the brand to the gaming public, in addition to project management and negotiations with endemic industry partners. In response to a common complaint that BGS had distanced itself from games and publishers, Druid worked to transform the Samsung booth into a true epicenter of launches and activations with big names like Supercell, Ubisoft and Warner.
“The event is nothing more than a celebration, and Druid helped us a lot to connect Samsung with publishers, including the largest in the world”, highlights Thiago Cesar Silva, director of consumer electronics & brand marketing at Samsung. “They understood that the gaming audience is diverse, going beyond generations, and helped us break paradigms by connecting players, games and our products in an authentic way.”
Samsung brought to its space a combination of exclusive launches and activations, with games such as Harry Potter: Quidditch, in partnership with Warner, and Brawl Stars, from Supercell. In addition to activations with Ubisoft, aimed at fans of its franchises.
“Our partnership with Druid at BGS is essential in connecting us with the gaming public in a more genuine and impactful way”, highlights João Guerra, LATAM communications and events manager at Ubisoft.
EA Sports
Another major Druid partnership at BGS was with EA Sports. Inside the Samsung stand, the brand had two areas, one dedicated to FCMobile where fans could try out the new smartphones from the Galaxy line and another for FC25, where they could try out the game on Gaming TVs. Druid worked on organizing interactive activations, such as a 1v1 match between influencers and the public, providing a unique experience for visitors.
“Partnering with Druid and Samsung to participate in the biggest gaming event in the LATAM region, Brasil Game Show, is a perfect opportunity for us to connect with a vibrant audience that lives and plays football every day”, says Ben Stein, senior manager from EA Sports.
Supercell
At BGS 2024, Supercell, in partnership with Druid, once again had an exclusive space, offering Brawl Stars fans an immersive experience, with gaming stations, cosplayers and influencers. Saturday was the highlight, with activations on the Samsung stage, where influencers such as Lucas, PH da Loud and Babi interacted with the public, reinforcing Druid’s role in transforming Supercell’s participation into a success.
Exclusive partnerships
In addition to being a fundamental part of content curation and the connection between Samsung and major publishers such as Warner and Ubisoft, Samsung’s stand at BGS 2024 also featured a Loud store, an e-sports organization with the largest number of followers on social media. from Brazil. “During the event, we had high expectations, and our partners, Samsung and Druid, raised this experience to the highest level”, explains Bruno Bittencourt, CEO of Loud.
With two TVs with GeForce Now and distribution of gifts, Abya also participated at the stand. In addition to the activation, Druid has partnered with Samsung Members to distribute 1 week of GeForce Now FreePass. “Not only does Druid have great experience and ability to mobilize many far-reaching and impactful marketing channels, but they also understand the mindset and the desires of the gamers themselves”, comments Michael Fernadez, marketing director at Abya.
Druid believes that the gaming scene grows every year, “but more general brands have not yet seen this importance and the share of investment in games is much lower than the share of consumer attention. So I think that constant growth is increasingly important for our business of connecting brands with gamers and showing more traditional advertisers this new way of talking to an audience that is not available in almost any other media”, explains Claudio Lima, CEO from Druid. “BGS is one of the great events where the game stops being something virtual and becomes something physical, with experiences and contacts that are super important for advertisers and the public”, he concludes.
