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In 2022, Tundra Esports, one of the UK’s most established esports teams, released the first ever grime gaming anthem – Outplayed. The track was used primarily to announce Tundra’s newest Shareholder and Ambassador, the superstar Liverpool FC and Dutch international footballer Virgil van Dijk, who features in the track as part of the announcement.

Aside from starring as extras in the music video itself, which has since amassed nearly half a million views on YouTube, we heavily researched global entertainment, lifestyle, music, business, marketing, creative and sports outlets to maximise coverage pickup. We also scouted out some of the most widely followed Liverpool fans online, such as FIFA influencer Bateson87, who we gifted a Tundra-branded and van Dijk signed cap to for some further promotion across social platforms.

The launch of Outplayed really put Tundra on the global esports map. Attracting world-class talent such as Virgil van Dijk and collaborating with P Money to create the track elevated Tundra to a much wider audience than solely gamers and esports fans.

With the global esports market size expected to reach over US$12 billion by 2030 and with over 475 million active watchers and fans worldwide, Tundra took vast strides toward becoming a world-renowned esports and gaming organisation. Outplayed has reached a much larger audience with the wider gaming communities, grime and rap communities and football communities all getting some exposure to one of the fastest-growing esports teams in Europe.

Boasting a Platinum Viddy Award win, the campaign secured over 194 pieces of coverage with key features in Daily Mail, Forbes, Liverpool Echo, Reuters, Dot Esports and NME, with a total reach of 8.8 billion.