SWEAT ROOM

The Brief

The Sky Broadband ‘Sweat Room’ event, held at The Beams in London on August 31, gathered gaming enthusiasts to finalise Guild’s first Street Fighter 6 esports team. Led by JoKeR JoKeZ ‘Landell, the unique cubic chamber simulated a sauna, its temperature rising based on online audience engagement.

Presented by Veracity and Iain Chambers, the event drew 400,000 viewers worldwide on YouTube and Twitter. Glasgow gamer Suleymon claimed the title of Britain’s Sweatiest Gamer, securing a Guild pro contract and entry into international esports.

McCann London’s creative team redefined the ‘sweaty gamer’ stereotype, emphasising commitment and high-performance gaming. The activation showcased the reliability of Sky’s Full Fibre service, trusted by Guild esports pros during crucial tournaments.

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