Rivalry.com – The world's most engaged esports betting brand committed to becoming the future leader in the betting and entertainment industry for the next generation
I joined Rivalry as the Creative Director in February 2021 with a goal to help an upcoming esports betting platform establish itself as the best brand in its category, globally.
The journey began with defining the brand's purpose and a rebranding to match, transforming the company into a full-fledged creature of the internet.
Since then, we have built a dedicated, in-house global creative and production team consisting of 18+ individuals, while also setting a clear brand direction for the rest of the organization to follow.
In recognition of our efforts, I was promoted to Global Head of Creative in April 2023.
⇠ back to work | see next project ⇢
PMFighter.com – Vote With Your Fists
When Rivalry was launching in Australia, our challenge was to capture the public's attention which at the time was completely focused elsewhere – at the primary elections. We jumped onto this moment and teamed up with Bear Meets Eagle On Fire + T&DA and leveraged our gaming background to create a unique and interactive experience. We developed PMFighter.com, a fully original and playable game that allowed Australians to not only beat up their least favorite candidate but also place bets against them. This way, they could support their favorite candidate and win at the same time. Watch the case study below or try the game right here.
Awards: One Show Finalist – x2 – ADC Finalist x1
Press: Campaign Brief, Esports Insider, LBBOnline, Mumbrella,
Rivalry Booster Packs – Cards To Boost Your Bets
To promote betting on the NBA season to our esports audience we launched our very own trading card game that each came with it’s own unique trait to boost your bets ranging from bonus funds, NBA merch and… protein powder. The pack featured art from known Rivalry’s own characters, our partners, and cross over art blending Dota2 with basketball. The packs were seeded to partners and influencers to unbox and could be won by placing a bet on the NBA.
Same Game Esports Combos – Big Brain. Big Bets. Big Bucks.
Rivalry was the first sports book to launch Same Game Parlays for esports, which we named combos. Same Game Combos let’s you bet smarter by betting on multiple outcomes of the same game, something only a big brain god would do.
Rivalry’s G.O.A.T Administration – Making Esports Dreams Come True
Introducing a once-underground, now iconic, and slightly satanic group of goats representing Rivalry, who make esports dreams come true in Brazil. The administration was first introduced to the world in this launch video below where Baiano, Brazil’s largest League Of Legends streamer, is meeting Rivalry for a final negotiation before sealing the deal. After the video getting well over 200K+ organic views it was clear to us that the GOAT’s were here to stay.
Since then they’ve helped out Baiano trying to secure a win for Brazil during worlds with some voodoo magic.
They also brought together the best of Brazilian League & CS:GO to craft Same Game Parlays for Esports – an industry first.
Told Brazil to step it the f*ck up and show some support for the local League teams during CBLOL.
And was most recently hunted down by our latest VALORANT partner Trixhina as he left Riot’s roster to pursue his own dreams.
From Product Feature to CS:GO Icon – The Chicken Man
Rivalry stands out from many sports books by not being a plug-and-play white label tech product. The majority of our technology is built in-house, giving us the freedom to create custom features for almost everything, which we take advantage of as often as possible. During the launch of our Cash Out feature, we wanted something that fit our brand more closely, so we introduced another (surprise!) animal-themed feature called 'Chicken Out', which they designed accordingly.
To promote this new feature, we created our own extended cut of the 'Are you winning, son?' meme, which introduced a new character to the mix - The Chicken Guy, who comes in to save the day. Little did we know that this would take an unexpected turn and become a phenomenon in its own right. Stay tuned.
Knowing the CS:GO crowd has a soft spot for chickens we decided to send a real-life version of our jacked chicken to attend the biggest CS:GO event of 2022, IEM RIO. We successfully hi-jacked the event for free with our Chicken Man as he appeared live on Gaules stream in front of 300K. featured on the official Twitter account of the event with 1.2+ million followers, and even making his way into the much-hyped official after-event video.
“This guy actually knows how to make a good sticker. And a sticker that’s actually related to CS and meaningful.”
Just when we thought the chicken train had slowed down, the jacked chicken made another appearance during an ohnePixel Twitch stream live in front of 15k viewers. It turns out that the CS:GO community liked the chicken as much as we do - a user had crafted an in-game sticker for him.
At this point, it became abundantly clear to us that Chicken Man was here to stay. As our official Rivalry mascot, we started planning his next great adventure. recruiting the largest Brazilian CS:GO creators – Gaules Tribo. We officially launched our partnership with this video followed by sending the whole gang to the 2023 CS:GO Major in Paris to create content for us.
Rivalry x Dogie – To New Beginnings
"Ako si Dogie" (I am Dogie) is a well-known Filipino MLBB professional, streamer, and influencer who is beloved by fans for his comedic personality and playful demeanor. However, as Dogie continues to grow and mature in his career, he's interested in pivoting in a different direction. Specifically, he's looking to create his own community through amateur leagues and tournaments. Fortunately, Rivalry is just as passionate about supporting grassroots esports initiatives as Dogie is about building his own community. That's why we're excited to help Dogie embark on this new journey, providing support and encouragement every step of the way as he reveals his true self to the world.
This is where his new journey begins.
The video was a success and at the moment sits at 2.8 million views, 151k interactions, 2.8k comments – all organic baby!