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Success Story: ESL Brazil Breaking Audience Rating Records during eSports Tournament


Last year, MCI Group partnered with German-based ESL, the world’s largest eSports company, to create ESL Brazil – a specialised network creating and delivering eSports into the Brazilian market. ESL’s decision to create a big eSports league in Brazil came after the company hosted an IEM event in São Paulo, where the company took notice of the potential of this Latin American country.

Sebastien Tondeur, CEO of MCI Group had commented on the partnership: “We are very excited to do this work with ESL to further develop eSports industry in Brazil. We share the same view that this business will impact the Brazilian public forever.”

In July, ESL Brazil in collaboration with TV Globo, Brazil’s largest media company, broadcasted the international tournament ESL One, live, for the first time in Portuguese. ESL One is the world’s largest CS:GO (Counter-Strike: Global Offensive) tournament and its finales took place at Lanxess Arena in Cologne, Germany with a prize pool of $1,000,000.

Featuring Brazilian ESL production talents, the eSports competition was streamed and broadcasted live on Twitch (a live streaming video platform, subsidiary of and SporTV 2, one of the country’s leading sports pay TV. This joint operation broke audience rating records, reaching more views than Wimbledon’s final in Brazil:

SporTV (Pay TV):

  • Total unique viewers: 650,000
  • Average audience per minute: 102,000 (people)
  • Men 70% |Women 30%

SporTV App:

  • Total video views: 7,000
  • Simultaneous video views: 4,000 (website):

  • Total unique viewers on simulcast: 37,000


  • Total unique viewers: 522,560
  • Viewer peak: 34,103
  • Average concurrent: 10,801

Additionally, 8 news channels reported on the event, reaching more than 250,000 people and generating over 67,000 interactions on social media channels. In less than 6 months, the Brazilian subsidiary became a market leader in the eSports sector.

esl_one_behind_the_scenes (1)
ESL Brazil also organised the first Brazilian Premiere League, which ended in July and will organise ESL Pro-League in October 2016. Taking place in São Paulo this CS:GO league will host the world’s top 8 teams, including the world champion SK Gaming. The event will be held at Ibirapuera Arena, and ESL expects 10,000 people a day, during the 3-day finals.

For more information on ESL business, please contact Juliano Lissoni, Managing Director MCI Canada at
For more inspiration and ideas, read our clients success stories here.
Contact us here to find out how we can help you engage and activate your audiences.

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