Gucci Gaming Academy
Gucci entered esports with a credibility challenge. We activated GeT_RiGhT to anchor the academy in real culture and make the initiative land authentically with players.
Year:
2022
Industry:
Gaming / Esports / Luxury
Team:
Global campaign, multi-stakeholder
The Problem
Esports audiences are highly sensitive to authenticity. Luxury entering the space often feels disconnected from how players actually think and operate. Without the right figures involved, even well-funded initiatives struggle to gain traction or trust. The academy needed to feel native to the scene, not imposed on it.
Solution
GeT_RiGhT was integrated as an active mentor and ambassador within the Gucci Gaming Academy. His role went beyond visibility. He brought authority, experience and direct connection to the competitive scene. This ensured the initiative felt grounded in real esports culture rather than brand storytelling. Why this worked: • Credibility first: A respected figure removed scepticism instantly • Cultural alignment: Communication came from within the scene • Real value: Mentorship and guidance created tangible impact
Testimonial
Marc O.
Co-CEO, Nightday
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