In late 2017, a newgaming IP emerged that would quickly alter the landscape of esports: PlayerUnknown's Battlegrounds (PUBG). Despite being in its infancy, PUBG had already established itselfas the third-largest gaming IP in the world.

The objective was clearbut daunting: Design and execute the signature "kick-off" event fortheir global tournament circuit. The challenge was to introduce this newuniverse to a thriving worldwide audience, requiring a holistic experiencewhere physical and virtual spectators became part of the game on an elevatedemotional level.

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To navigate the complexityof a massive global debut within a short window, we deployed a rigoroussix-phase roadmap to guide the expedition from creation to execution.

• Discovery & Scouting: We began by defining     the "Why" and "What"—establishing the scope, financial     limits, and definition of a "win" before scouting locations that     matched our ambitious mission.
• Programmatic & Schematic Design: We moved from     strategy to blueprints, developing a detailed checklist that evolved into     comprehensive ground plans, risk analyses, and security protocols.
• Execution & Management: By managing     talent-to-task objectives sequentially, we ensured transparency with     stakeholders while overseeing the contracting of venues, vendors, and     content production.

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TThe expedition resultedin a landmark event that defined the PUBG legacy. The tournament was commentatedlive in four languages and watched by a total streaming audience exceeding 60.2million viewers. By harnessing over 30 years oflive media experience, we successfully activated a global fanbase, turning anew IP into a tangible, world-class phenomenon.

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