From gaming partnership to a live tournament.
Rockstar Energy wanted to move deeper into Czech gaming culture. Together with SINNERS, we built the activation around something the audience could actually take part in — a competitive CS:GO tournament ending in a live final in Prague.
Enter gaming through the community, not around it.
The Rockstar × SINNERS partnership could have stopped at logo visibility. Instead it became the foundation for something players had a reason to join.
One decision shaped everything after it: build a format the community could enter, not a campaign they could only watch.
Give people something to play for.
Qualifiers, registration, event pages and the final announcement ran as one rollout — every post pushing teams one step closer to the arena.
Teams entered the 5v5 CS:GO tournament for a chance to reach the Rockstar Peek live final.
Online competition became a physical event.
The final moved into Vodafone PLAYzone Arena in Prague — with live matches, studio production, commentary and audience programming.
From campaign to event floor.
