Red Bull
Red Bull:Settle the score
Red Bull didn’t want to just get involved with esports competitions—they wanted to revolutionize them. How? By allowing the gaming community to become active participants in the game, not just passive spectators.
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In collaboration with our in-house gaming and ARG specialists, Alice & Smith Studio, HAUS OF PARK helped Red Bull introduce a new, interactive entertainment format on Twitch. Our goal was to create a truly immersive and collaborative experience for fans that kept them engaged for the entire competition. By doing this, we would also change the esports competition landscape.
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A revolutionaryTwitch extension.
Rallyingfans.
We came up with Red Bull: Settle the Score, a four-week battle streamed live on Twitch between renowned game streamers SmallAnt and GrandPooBear. To win, both streamers had to rally their fans to participate.
24/7 Live Hub &the Interactive Cube.
Our team created a bespoke Twitch extension, powered by the LiveOps solution XR Server, which allowed gamers to complete missions and answer trivia during the streamer’s face-offs. We also built a 24/7 Live Hub using Unreal Engine which maintained excitement throughout the event, even when the streamers were offline—like through its live leaderboard.
We went even further by devising Cubert, an interactive LED cube that lived on the streamer’s desks. Cubert meant we could extend the gameplay into the physical world, creating real-time role-playing opportunities within the community. Fans were prompted by Cubert and the Twitch extension to complete missions both online and in-real-life (IRL) across the US. These elaborate side quests culminated in an alternate reality game that unveiled Cubert’s backstory.
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The four-week battle between streamers SmallAnt and GrandPooBear generated 3.7 million interactions and 5.25 hours watched per viewer (that’s 32 years of total watch time!).
1.2 millioninteractions on Twitch.
The Twitch extension alone captured 1.2 million interactions. These results surpassed expected engagement by a whopping 1,000%. The project additionally earned us two gold awards at the 2024 IDEA prizes for the Best Use of Technology and Others/Extraordinary projects categories. The impact was obvious, and the numbers speak for themselves. By working with our team, Red Bull brought something novel to e-gaming competitions, setting a new benchmark for what was possible. Our dedication to creating something that hasn’t been seen or done before is serious, even relentless. And the commitment clearly pays off.
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