The Esports World Cup (EWC) is one of the world’s most influential annual gaming events. In 2025, it united 2,000 players and 200 clubs from over 100 countries, competing across 25 tournaments for a prize pool of more than 70 million dollars.
As the official PC partner, Lenovo Legion saw EWC as a pivotal opportunity to reinforce its role as a brand that empowers the global gaming community with high-performance products. To achieve this, we focused on five key goals:
1. Strengthen global brand presence
To stay visible, competitive, and top-of-mind in a crowded global gaming market.
2. Build trust with Gen Z and Millennial gamers
Because they shape gaming culture, influence purchases, and reward brands that show authenticity.
3. Connect with the community
To create deeper emotional ties, spark organic advocacy, and build a loyal fan ecosystem around Legion.
4. Turn event excitement into product interest
To convert high engagement into real consideration by letting gamers experience Legion devices firsthand.
5. Showcase innovation on the world stage
To prove Legion’s performance and reliability in the most demanding competitive environment.
1. We delivered a 360° brand activation that united omnichannel digital and physical elements, powered by both global and regional teams. From Lenovo Extend posts to paid PR pushes, every effort came together to drive ultimate performance.
2. We built a standout Lenovo Legion x Intel booth that became a focal point at the Creator Park, featuring daily gaming challenges, a live leaderboard, exclusive giveaways, a custom photobooth, and a full Legion ecosystem showcase.
3. We collaborated with top esports creators to create entertaining content that covered the full EWC experience. Their authentic storytelling captured match moments, fan sentiments, and behind-the-scenes chaos, giving online fans exclusive access to the event while naturally showcasing the Legion brand and products.
4. We unleashed the Legion Loot Boss, a towering 9-foot custom-built cosplayer who stormed the Boulevard and drew swarms of fans, including Team Furia, eager for a photo op.
5. For one unforgettable minute, Legion dominated every screen at Boulevard City and the Esports District with the Always Get Back Up campaign video.
6. We launched #HerLegion, a dedicated game night with Valar Club, creating a space for female gamers to play, connect, and be celebrated.
Our goal to strengthen global brand presence was realised through 3.2 million organic impressions, 92% new-audience viewership on Instagram, and more than 500 press mentions.
A 12% save-and-share rate, tripling our usual performance, and a 147% lift in organic engagement showed that our content resonated deeply with younger gamers.
31,000 booth visitors, 1,690 booth games played, and 2,520 leads captured. These touchpoints moved audiences from passive awareness to active consideration, contributing to +66.7% sales per visit on Amazon EU5 during the campaign window.
Finally, by powering the tournament and earning visible recognition throughout EWC, Legion successfully showcased its innovation and reliability at the highest level of competitive gaming.
