Client "Fonbet"
Goals
- Capture the attention of Dota 2 fans through an unconventional format and relevant rosters.
- Engage the audience in brand communication through interactive Twitch features and a unique gaming experience.
- Gamify the user experience to drive new client registrations.
- Strengthen loyalty among existing clients through special offers.
Twitch live stream viewers are drawn to interacting with streamers through chat, donations, and other tools. We were the first to give them the ability to directly influence the outcome of a Dota 2 match — and watch how popular content creators and esports pros would handle an unpredictable situation.
To make this happen, a streaming platform extension was integrated into the project. It allowed users to choose a side, trigger global in-game events, and apply positive or negative effects using points — earned by registering with Fonbet or placing a bet.
We assembled two teams made up of popular streamers and pro players. The captains were RAMZES666 — ranked number one on Forbes' most influential figures in esports list — and Watson, holder of the highest rating in Dota 2.
Results
Show match views in two hours: 150 000+
Unique viewers: 125 000+
Total views during the announcement campaign: 2 000 000+
Unique viewers: 125 000+
Total views during the announcement campaign: 2 000 000+
Project participants and Fonbet partner influencers ran verbal integrations, placed banners below streams, and published posts on Telegram and VK.
The project was covered by industry outlets including Kiber, Dota2.ru, Meta Cybersport, Dota2.net, and others.