Red Bull x Esports & Gaming Strategy for Southeast Asia
areas / esports / Red Bull × Esports
areas / esports
about the project
In 2025, together with the Red Bull TCP team, we developed and rolled out a Southeast Asia-wide esports and gaming strategy for the Red Bull brand portfolio. The initiative launched under the name Energy Unlocked and became the foundation for the brand’s long-term presence in gaming and digital culture across the region.
#youth audience
#values
#digital culture
#communication
[ Connecting with a Younger Audience ]
[ Connecting with a Younger Audience ]
#youth audience
#values
#digital culture
#communication
Red Bull was exploring new ways to expand its touchpoints with a younger audience and seeking formats that would allow the brand to integrate organically into their digital and cultural environment.
[ Established principles for brand integrations and communication within gaming environments ]
[ Established principles for brand integrations and communication within gaming environments ]
The key solution was a multidisciplinary approach. Instead of focusing on a single title or a narrow subculture, we recommended working across multiple gaming segments — from core PC esports disciplines to mobile titles — unified by a consistent brand logic and a cohesive Red Bull brand image.
We proposed building long-term communication through gaming and esports — not as isolated channels, but as a cultural ecosystem where young audiences spend a significant amount of time and shape their identity, social connections, and values. Our core idea was to use esports as a cultural code and a brand growth driver rather than a tactical media tool.
#ecosystem
#redbull
#esports
#ecosystem
#redbull
#esports
[ Red Bull’s presence within the gaming ecosystem ]
[ Red Bull’s presence within the gaming ecosystem ]
The Energy Unlocked campaign was built around the idea of pushing limits and trusting your own energy — Trust Your Energy. This season marked the starting point for a long-term esports and gaming journey for the brand in Southeast Asia.
We analysed the behaviour of digital-native audiences in the region and designed a model for Red Bull’s presence within the gaming ecosystem. Flagship competitive disciplines became the foundation for community and content strategy, while mobile games served as a tool to scale reach and engage a mobile-first audience.
