The Free Fire Favela Cup, organized by CUFA and sponsored by Itaú, is recognized as the biggest gaming championship between favelas in the world.
This case presents how MultiplerApp, a company specializing in multiplatform broadcasting, faced the challenge of generating audience, engagement and retention for this innovative event, using cutting-edge technology and agile communication strategies.
What is the Favela Cup?
The Favela Cup – Free Fire is recognized as the largest gaming championship between favelas in the world. This unique event combines e-sports with social inclusion, focusing specifically on Brazil’s peripheral communities.
Main features:
- Organizers: Held by www.cufa.org.br, a Brazilian organization that works on social projects in communities.
- Sponsorship: It is sponsored by www.itau.com.br, one of Brazil’s largest banks, demonstrating the institution’s commitment to social causes and innovation.
- Game: The championship is based on the game Free Fire, a popular mobile battle royale, chosen for its accessibility and popularity in the communities.
- Scope: Involves participants from various favelas in Brazil, promoting healthy competition and the development of local talent.
- Social impact: In addition to the competition, the event aims to promote digital inclusion, opportunities and visibility for young people in the communities.
- Technology: It uses advanced streaming solutions, such as those offered by Multiplerapp, to reach a wide audience.
The Favelas Cup – Free Fire is not just a games tournament, but a platform that brings together entertainment, technology and social responsibility, creating opportunities and highlighting the talent present in Brazilian communities.
The challenge of transmission
The main challenge was to create a communication strategy that could:
- Reach a large and diverse audience quickly
- Generate significant engagement among viewers
- Keep the audience engaged for the duration of the event
- Highlight the social impact of the project
The technological solution
The strategy implemented by Multiplerapp for the Favelas Cup – Free Fire was made up of three fundamental pillars, each playing a crucial role in the success of the event.
The first pillar was the use of Strategic Electronic Invitations. This innovative approach harnessed the power of social media, specifically WhatsApp, to reach the target audience quickly and efficiently. MultiplerApp used pre-established WhatsApp groups, which already had a base of fans, players and other relevant stakeholders. This allowed invitations to be sent out quickly and in a targeted manner, ensuring that information about the event reached exactly the right people at the right time.
This strategy not only saved time and resources, but also created a more personal and efficient connection between the event organizers and their audience, significantly increasing the chances of participation and engagement.
The second pillar was the creation of a Mega Live Network. This revolutionary concept involved the creation of an extensive network of live broadcasts, interconnecting multiple social media platforms. Multiplerapp developed a technology that allowed users to connect their various social media accounts, thus creating a web of simultaneous broadcasts. This resulted in an exponential amplification of the reach of the broadcasts.
Each user who participated in the network not only watched the event, but also relayed it to their own network of followers, creating a cascading effect that dramatically expanded the event’s audience.
The third and final pillar was the implementation of Autolive Technology. This innovative solution was designed to maintain audience engagement even on days when there were no live competitions. Multiplerapp developed a system of scheduled broadcasts that used pre-recorded videos. These carefully produced and selected videos were scheduled to be broadcast at strategic times, maintaining audience interest and providing relevant content even outside of competition days.
The network of users went live simultaneously with this pre-recorded content, creating a unified and continuous experience. This approach ensured that audience engagement was constantly maintained throughout the event, not just during the live competitions.
Together, these three strategies formed a holistic and highly effective approach to maximizing audience reach, engagement and retention throughout the duration of the Favelas Cup – Free Fire. The result was a new world record for lives shared in the gaming segment, demonstrating the power of technology when applied creatively and strategically to large-scale events.
Itaú’s role
Itaú’s role in the Favelas Cup – Free Fire went far beyond simple sponsorship, becoming a crucial element in the success and impact of the project. As one of Brazil’s largest financial institutions, Itaú brought with it a reputation for solidity and reliability that immediately reinforced the credibility of the event. This association raised the status of the Favelas Cup, transforming it from a local e-sports tournament into an event of national relevance.
In addition, Itaú’s involvement in this project strongly demonstrated the bank’s commitment to significant social causes. By supporting an event that aims to promote digital and social inclusion in peripheral communities, Itaú reaffirmed its role as an agent of transformation in Brazilian society. This initiative aligns perfectly with the growing trend of corporate social responsibility, showing that large companies can and should use their power and influence to positively impact the communities in which they operate.
No less important, Itaú’s support for the Favelas Cup demonstrated the bank’s commitment to technological innovation in Brazil. By sponsoring an event that brings together games, state-of-the-art streaming and social impact, Itaú has positioned itself at the forefront of the digital revolution. This stance not only directly benefits the event’s participants and spectators, but also sends a powerful message about the importance of technology as a tool for inclusion and social development.
The partnership between Itaú, CUFA and Multiplerapp to hold the Favelas Cup – Free Fire has become a shining example of how collaboration between the financial sector, social organizations and technology companies can create truly transformative initiatives. This project not only set new standards for e-sports events, but also created a model of how large corporations can get involved in a meaningful and impactful way in social responsibility projects, using technology as a catalyst for positive change in society.
Social and technological impact
The case of the Favelas Cup – Free Fire stands out as a remarkable example of how technology can act as a powerful ally in promoting social inclusion, especially in traditionally marginalized communities. This innovative project powerfully demonstrated the transformative potential of the union between advanced technology and well-targeted social initiatives.
One of the most significant aspects of this impact has been the democratization of access to e-sports events. Historically, major electronic gaming tournaments were often inaccessible to young people from peripheral communities, whether due to financial or geographical barriers. The Favela Cup, by using advanced streaming technologies and a comprehensive promotion strategy, broke down these barriers. It brought the experience of a professional tournament directly to the screens of smartphones and computers in the favelas, allowing thousands of young people not only to watch, but also to see themselves represented in an event on a national scale.
In addition, the event played a crucial role in highlighting talent in the communities. By giving visibility to players from the favelas, the Favelas Cup showed that e-sports talent knows no socio-economic boundaries. Young people who might previously have been ignored by the traditional competitive scene were given the chance to showcase their skills on a high-level platform. This not only raised the self-esteem of these participants, but also inspired other young people in the communities to develop their skills, seeing gaming not just as a pastime, but as a possible career.
The project was also fundamental in fostering the gaming ecosystem in the peripheries. By bringing an event of this magnitude to the favelas, a renewed interest in e-sports has been created in these areas. This could lead to the emergence of more lan houses, gaming clubs and even small local tournaments, stimulating the local economy and creating new business opportunities and jobs related to the gaming universe.
This impact goes beyond the event itself. The Favela Cup – Free Fire served as a catalyst for wider change, showing how technology can be a tool for empowerment and social transformation. It challenged stereotypes, opened up new career possibilities and, most importantly, showed young people from the communities that they too can be protagonists in the digital and e-sports world.
In short, this case not only revolutionized the way e-sports events are held and broadcast, but also established a new paradigm for social impact projects. It demonstrated that, when applied creatively and inclusively, technology can be a powerful instrument for social change, capable of creating bridges between different realities and opening doors to a more equitable and diverse future in the gaming world and beyond.
The results
The strategy implemented by Multiplerapp resulted in a new world record for lives shared in the games segment:
- 700 social networks broadcasting live simultaneously on several days
- Thousands of views and interactions recorded
- Creation of the largest live gamer network ever seen globally
The Favelas Cup – Free Fire, powered by Multiplerapp’s technology and Itaú’s support, not only set new standards for e-sports events, but also created a model of how technology can be used to generate positive social impact.
This project exemplifies how strategic partnerships between technology companies, financial institutions and social organizations can create innovative and meaningful experiences, bringing together entertainment, inclusion and social responsibility.
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