VIVACOM GAME ON

Where creator rivalries, gaming chaos, and telecom marketing collide.

THE CHALLENGE

Gen Z grew up skipping ads, scrolling past branded content, and switching platforms faster than they rage quit after hitting a negative K/D/A. Traditional telecom advertising still creates visibility, but visibility alone no longer builds relevance.

For Vivacom, the challenge was not simply appearing inside gaming culture — it was earning attention in a space where audiences are highly selective about what deserves their time.

The goal became bigger than creating reach. It became creating something people actively follow instead of automatically filtering out.

INSIGHT

Gaming audiences stay invested in evolving stories, creators, rivalries, and moments that feel alive in real time.

The opportunity is not to interrupt gaming culture with advertising, but to build an entertainment format where the brand becomes part of the experience itself.

Strategy

STOP RUNNING CAMPAIGNS. START DROPPING SEASONS.

Vivacom Game On is built to stay relevant for months, not days.

Instead of short campaign bursts around gaming, we create long seasonal arcs that keep the audience continuously engaged through creator rivalries, evolving storylines, recurring content, and live moments.

The format allows Vivacom to remain consistently present inside gaming culture over a 6+ month period without relying on repetitive advertising pressure.

By treating the campaign more like an entertainment season than a media buy, the brand earns ongoing attention instead of fighting for temporary visibility.

Execution

FROM GAMING CAMPAIGN TO SEASONAL ENTERTAINMENT

Season 2024 set the foundation for Vivacom Game On as more than a branded gaming activation. It introduced the creator-team format, built the first long-form competitive storyline, and gave the audience a reason to follow the campaign across months instead of only seeing it in isolated bursts.

The season also included a Guinness World Record moment, turning the format into something with real-world scale and PR value, not just digital visibility.

Season 2025 pushed the format further. YouTube became a much stronger pillar, with longer, better-produced episodes that expanded the story beyond livestreams and gave the audience a more polished entertainment format to follow.

We also built Mega Giveaways as a brand-within-the-brand: a dedicated giveaway layer designed to generate high-volume interaction and repeat attention. It was not the deepest engagement mechanic in the world, but it worked hard for the format — delivering massive views, comments, and participation around the campaign.

THE LIVE EVENT

The season ended with a paid live final that brought the digital rivalry into a physical gaming space.

The event felt less like a branded promo and more like a mini gaming convention: a stage show, creator appearances, audience participation, and partner booths from brands like PlayStation, Samsung, and Logitech.

For Vivacom, this turned the campaign from something people watched online into something people showed up for in real life.

Services

Managing Vivacom Game On means operating an entertainment ecosystem that evolves continuously over a 6+ month production cycle. The project involves long-term coordination between creators, production crews, editors, event staff, and technical teams — all while the format keeps adapting in real time throughout the season.

Planning & Strategy

Concept development | Seasonal campaign structure | Stakeholder management | Long-term audience retention planning | Social Media planning

Production

Livestream | Long-form YouTube content | Social content production | Live event

Talent & Community

Creator casting | Talent coordination | Guest appearances | Community management

Engagement & Mechanics

Competition mechanics | Mega Giveaways | Audience participation systems | Live interaction design

Talent

Vivacom Game On brings together some of the biggest gaming creators in Bulgaria, selected not just for reach, but for chemistry, entertainment value, and their ability to sustain audience attention across an entire season.

As the format evolves, the ecosystem expands beyond gaming creators alone. The YouTube content introduces crossover appearances from recognizable public personalities such as chef Leo Bianki, actor Ivaylo Zahariev, and other surprise guests who help push the project further into mainstream entertainment culture.

The result is a cast structure that feels dynamic, unpredictable, and built for long-term audience engagement instead of one-off influencer placements.