62 x Tennis Clash x Roland-Garros eSeries
- Influencer marketing
- Brand design
- Broadcast management
The Roland-Garros eSeries by BNP Paribas is the world’s largest eTennis competition, drawing participants from around the globe to compete for the title at Roland-Garros, the iconic venue known for hosting one of tennis’s four Grand Slams. This event blends the worlds of gaming and traditional sports, offering fans and players a unique experience.
In 2022 and 2023, 62 has been entrusted with organizing and promoting the Roland-Garros eSeries. Our goal is to elevate the event’s visibility, engage broader and more diverse audiences, and create an unparalleled gaming and viewing experience. This case study outlines our journey supporting this competition through two consecutive editions.
Objectives:
- • Grow participant engagement and reach more fans worldwide.
- • Foster inclusivity by partnering with NGOs.
- • Increase viewership through multi-platform live streaming.
- • Support social causes by integrating a charitable aspect into the competition.
Key Highlights and Results:
2022 Edition
- • Massive Engagement: Close to 250,000 participants battled in the tournament’s qualifiers, culminating in a Grand Finale held just hours before Rafael Nadal and Novak Djokovic faced off on the clay court.
- • Global Recognition: The eSeries gained significant attention, leveraging Roland-Garros’s prestigious platform to capture the interest of both tennis and gaming enthusiasts.
2023 Edition
- • Expanded Participation: We witnessed a remarkable increase in engagement, with 400,000 participants and over 4.2 million matches played during the qualifying stage.
- • Inclusivity at Its Core: This edition was among the most inclusive esports competitions, featuring private qualifiers for NGOs like Women in Games and Handigamers, championing diversity in esports.
- • Grand Finale in Paris: Eight finalists from five countries participated in an exclusive bootcamp on Day 1, followed by a thrilling Grand Finale on May 26, hosted at Roland-Garros’s Central Court.
- • Back-to-Back Champion: William “Fozzy” Foster from the UK emerged victorious for the second consecutive year, cementing his reputation as the “Rafael Nadal” of eTennis.
Engaging Live Streams and Celebrity Guests
- • Bilingual Livestream: For the first time, the event was streamed in both French (hosted by notable streamers like Rivenzi, LittleBigWhale, and Gilles Simon) and English across Twitch and YouTube, enabling broader reach and fan engagement.
- • Peak Viewership: The French livestream alone drew in 160,000 live viewers, with special guest appearances from notable tennis figures, including 18-year-old pro Luca Van Assche and FFT President Gilles Moretton.
Charitable Contributions
- • Giving Back: To support CARE, a charity aiding children in Togo and backed by Félix Auger-Aliassime, each point scored in the Grand Finale equated to a 15€ donation, totalling an impressive 8,235€ for the cause.
Media Impact
- • Wide Coverage: The 2023 Roland-Garros eSeries received over 190 pieces of media coverage, extending its visibility beyond the esports community and into mainstream sports media, reinforcing its position as a major gaming event.
Outcomes:
62 successfully transformed the Roland-Garros eSeries into a high-impact, socially responsible esports event that appeals to both traditional tennis fans and gaming communities. Our continued involvement promises to further elevate the eSeries as a pioneering esports competition that bridges worlds, engages fans, and supports meaningful causes.
