Through the creation of a dedicated gaming account, KFC Gaming ME, and the launch of the first KFC gaming show in the world, Power League Gaming (PLG) has built one of the most active online gaming communities in the Middle East for KFC Arabia.
CEO of Power League Gaming, Mathew Pickering 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.“
PLG’s latest project, after being retained as KFC Arabia’s gaming partner since the beginning of 2020, was the creation of an eight-episode YouTube show with the goal of connecting, uplifting, and rewarding Arabic gamers, as well as increasing fan acquisition levels across the brand’s content platforms. Since its inception in May 2021, the gaming show “Your game, your style” has received over 800,000 views and 20.9 percent interaction, which is more than 400% higher than the industry average of 5% on YouTube. The show also generated 5,000 new app users across KSA and the UAE, converting 3.34 percent of spectators to direct sales.
After noticing that Arabic gamers are regularly misrepresented and underserved in the global gaming market, as well as a lack of high-quality localised material, PLG established the disruptive concept for the gaming show. PLG created the KFC gaming show concept to not only entertain the audience, but also to empower promising gaming talent in the region, in response to KFC’s brief of needing to celebrate streamers big and small in the region, and to address the brand’s desire to become the brand of choice for gamers in the Middle East.
PLG has used the absolute finest in next gen production for the KFC gaming show project, which features a virtual set environment to replicate the Colonel’s gaming area, the main set for the game, and has been influenced by the region’s love of anime and video games.
Responsible for 360-degree management of the project from inspiration to development, project management and delivery,PLG has driven value to all stakeholders from both the brand and gamer standpoint. Through the project, PLG has built and retained 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. PLG has created a connected and engaged gaming community for Arabic gaming audiences by providing premium gaming content and experiences that are inter woven with exclusive offers, promotions, and gaming meal deals.
Power League Gaming is the MENA region’s most disruptive full-service gaming, content and e-sports activation company that is made up of passionate gamers, ex-pro e-sports athletes, brand strategists, content creators, designers, and educators. For the past decade, the PLG team has shaped the gaming and e-sports sector in the MENA region through its offering of a tailored brand experience from a team that is guaranteed to help clients deliver on their marketing objectives—be it shifting perception, brand equity building, or simply growing the audience base, with tangible ROIs to measure the success.
