Overview
We turned Free Fire, Southeast Asia’s #1 mobile game, into a real-life spectacle on YouTube - blurring the lines between gaming and reality to captivate Gen Z gamers.
Challenge
Amid fierce competition from other platforms, YouTube needed to stand out and capture the imagination of Gen Z gaming audiences in Indonesia and Thailand.
Insight
Gen Z gamers are driven by experiences that blur the lines between virtual and real worlds, especially when they involve their favourite creators and iconic game elements.
Strategy
Take the gaming world to the audience by transforming Free Fire into a live-action spectacle, featuring top creators and iconic in-game moments, all streamed on YouTube.
Idea
A real-life Free Fire gameshow that pitted 12 of Indonesia and Thailand’s hottest creators against each other in thrilling challenges inspired by the game. Key elements included:
Parachute landings, Skyboards, and Gloo walls brought to life.
Dance emotes and Supply crates recreated for an immersive experience.
Livestreamed activations tailored to each region, making YouTube the ultimate gaming hub.
Results
5.2M views across the Indonesia and Thailand livestreams.
50.7M views on VOD, Shorts, and Live assets.
14.2M views for the teaser, making it YouTube Indonesia’s most-viewed video in history.
53.4M Gen Zs reached in Indonesia and Thailand.
By merging the virtual and real, we proved that when it comes to engaging Gen Z gamers, the sky’s the limit.
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