ESL FACEIT Group
Launch ESL FACEIT Group’s first Dota 2 tournament in Thailand with a high-impact PR push to drive awareness, media buzz, and ticket sales — while cementing Thailand’s role in the global esports scene.
The Campaign
Mutant partnered with EFG on a multi-phase PR rollout to amplify the tournament launch and connect with Thailand’s rapidly growing esports community. We developed a locally resonant narrative that highlighted Thailand’s rising influence in gaming, aligning PR efforts with EFG’s broader marketing and business goals. Strategic media engagement strengthened relationships, built excitement, and contributed directly to early ticket sales.
The Result
The campaign not only established EFG’s brand presence in Thailand but also created a strong foundation for future tournaments and partnerships across the region.
30%
of tickets sold at first press wave
342
earned media stories across 36 outlets
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