Leading e-sports company, Power League Gaming (PLG), has built one of the biggest active online gaming communities in the Middle East for KFC Arabia, through the creation of a dedicated gaming account, KFC Gaming ME, and the launch of the first KFC gaming show in the world.
Having been the retained gaming partner for KFC Arabia since the start of 2020, PLG’s latest project has seen the creation of an eight-episode YouTube show with an aim to connect, uplift and reward Arabic gamers, as well as increase fanquisition levels across the brand’s content platforms.
The ‘Your game your style’ gaming show has exceeded 800k views and generated 20.9% engagement since it launched in May 2021 which is more than 400% the industry benchmark of 5% on YouTube. The show has also converted 3.34% of viewers to direct sales and has driven 5,000 new app users across KSA and the UAE, making the project a gateway for building and retaining Arabic gaming audiences for the brand.
Mathew Pickering, CEO of Power League Gaming, said “The unparalleled performance of the KFC gaming show is testament to the quality of PLG and KFC’s content strategy which was developed to build, entertain and engage Arabic gaming audiences across KFC’s social and digital ecosystem. The results speak for themselves and are a further validation of our collective ability to deliver strategies, content, and experiences which resonate with Arabic gamers. This project has allowed us to build brand equity and deliver tangible value to KFC and its customers.”
Setting the standard high for show production, the KFC gaming show project has seen PLG use the absolute best in next gen production that includes a virtual set environment to represent the Colonel’s gaming room, the main set for the game, and has been inspired by the region’s love of anime and video games.
Responsible for 360-degree management of the project from ideation to development, project management and delivery, PLG has driven value to all stakeholders from both the brand and gamer perspective. Through the project, PLG has built and retained a highly engaged Arabic gaming audience for KFC, which has strengthened brand equity and driven a measurable shift in audience perception of KFC, with the brand now seen as a relevant gaming brand and credible content provider in the market amongst its target demographic.