World of Tanks
World of Tanks was losing traction in the Australasian market. Instead of relying on traditional ads to promote the game, I tapped into where gamers were most engaged: live-streamed content on Twitch.
I developed and launched a grassroots esports league designed for the platform. It quickly became one of the most successful regional initiatives the game had ever seen, drawing large audiences both locally and internationally. The league attracted major sponsorships from brands like HyperX, Alienware, noblechairs, and Republic of Gamers. Most importantly, it delivered a significant spike in player numbers and was later expanded across the broader Asia region.
The Broadcast
By leveraging Twitch, we were able to stream the esports league to a massive audience of gamers at no cost, allowing us to focus the budget on high-quality production. For that, we partnered with Fortress Melbourne to help us bring the broadcast to life. You can watch the 2023 Grand Final below.
The Teams
I designed eight initial team identities for the league which eventually grew to fifteen due to its popularity, with each team being named after a vehicle in the game.
Building The Hype
To generate buzz around the league, I produced high-energy hype videos that showcased the action and built anticipation among the gaming community.
Highlight Videos
To maintain engagement between weekly live streams, I created a steady stream of content for World of Tanks’ social channels. This included weekly highlight reels, game recaps, and behind-the-scenes footage featuring players’ voice comms during the most intense in-game moments.
Voice Comms
During broadcasts, player voice communications weren’t audible to viewers. With exclusive access to this audio, I turned it into a standout content series. The voice comms videos quickly became fan favourites, offering a behind-the-scenes look at the players’ real-time strategies, reactions, and often hilarious banter during high-pressure moments.
Brand Partnerships
The success of the ANZPL caught the attention of major gaming brands eager to get involved. Sponsors were integrated into the league in creative and seamless ways—from in-game billboards and branded broadcast segments to interactive Twitch chat keywords that triggered giveaways. One highlight was a custom World of Tanks keyboard I designed in collaboration with HyperX as part of a fan giveaway.
The Fantasy League
To deepen viewer engagement, I developed a fantasy league where fans could draft their own ANZPL teams and earn points based on weekly performance. Top players were rewarded with in-game items and prizes from our sponsors, adding an extra layer of competition and community interaction to the league experience.
Live Grand Final
In addition to streaming on Twitch, the Grand Final matches were played in front of a live audience at the Alienware Arena—the largest esports venue in Australasia—bringing the excitement of the league into a high-energy, in-person setting.
