Company generated BRL 155 million in business for its partners in the last 12 months
With two years in the market, the 3C gaming agency has become a witness and actor of the explosion that the games segment in Brazil is going through and the interest of brands in dialoguing with a growing public. The latest Game Brasil Survey (PGB) revealed that 74.5% of the national population play electronic games, an increase of 2.5 percentage points compared to 2021.
The company was born to manage the careers of game influencers such as Nobru and Cerol, and from the first year onwards, it transformed itself to build narratives and projects with brands.
Internally, the movement was strengthened with the arrival of Paulo Aguiar as partner and CCO of the agency, who had previously been a client as head of marketing at Next.
And, from an external point of view, the race for the metaverse, driven by Mark Zuckerberg and his Meta, also contributed to more brands coming to the agency looking for ways to explore new virtual spaces.
The new model helped the company generate BRL 155 million in business for its partners in the last 12 months, ending in July 2022 – in 2021, the volume stood at BRL 70 million. In the account, 3C gaming includes values generated for influencers, brands, publishers and streaming platforms.
Today, revenue comes from three pillars: talent representation, with Nobru and Cerol, and Fluxo, with 35 players, which remains the main one. And also consulting and creation projects for brands; and live events, such as Copa Nobru and other productions, mainly with publishers such as Garena.
According to Aguiar, the scenario in the relationship between games and the brand universe has changed rapidly and presents different levels of maturity. We have a first crop of brands that have submitted projects for sponsorships and ambassadors, who are preparing for a 2.0 moment, which will go further, adding to the community, he says. This second step would be the creation of entertainment projects, tournaments or specific product launches.
There is, however, one group that is not yet present. No automaker is actively talking to gamers, he exemplifies. Despite this, she believes that they can enter in a much more structured way, having already seen the cases of other industries.
Among the projects, an important partnership with Casas Bahia. In mid-2021, the retailer announced Nobru as creative head of games, in early 2022, the brand influencer, CB, debuted for the world of streaming games with the gamer himself and, more recently, the two joined forces. faced in Free Fire. In addition, it has built actions with Next, a long-time partner, and brands such as Ifood and Tiktok.
The growth has allowed the company to work more and more with publishers and also act as an advertising agency. An example is the Pubg campaign: battlegrounds, by Krafton, which marked the debut of Neymar as an ambassador for the game and was deployed to countries in North America, Latin America, Europe, the Middle East, Africa and Asia.
3C is in a very different moment than we were a year ago, adds Renan Philip, the agency’s CEO. In addition to the business, the phrase reflects the size of the company, which expanded from 17 to 54 employees and expects to increase its workforce by the end of the year. And also capacity, with a new physical space, from where live broadcasts are already being carried out and where team members should start working.
