Esports is the fastest growing sport on the planet. Huge audiences gather for massive esports tournaments around the world.

OMEN by HP (HP's PC gaming brand) is a relative newcomer (>3 years). They want to be the no.1 PC gaming brand in esports by 2020.

'The OMEN Challenge' has been a part of HP's brand experience and activation programme for three years, using the traditional eSports tournament format.

Esport tournament formats are formulaic and expected. 100 players fight-to-the-death until there is a single victor. A points- based system over three days makes final scores predictable.


Create a new tournament experience for OMEN Challenge 2018 to make an impact at Gamescom, in Cologne, Germany. They wanted to move away from gimmicky stunts used in previous years and increase credibility amongst programmers, influencers and eSports fans.

Key metrics:

  • Engagement
  • Further growth of awareness and consideration of the OMEN brand.