Rivalry’s Brazil creator marketing continues with Tribo addition

International esports operator Rivalry has continued to lay foundations in Brazil ahead of market regulation, partnering with Tribo, a Counter-Strike content group.

The company, based in Toronto and active in the regulated markets of Ontario and Australia, will conduct campaigns and activations with Tribo members Alessandro ”Apoka” Marucci, André “Liminha” Kenzo, Fillipe “BT” Moreno, Victor “VelhoVamp” Taube and Jean “mch” Michel D’Oliveira. 

Partnering with influencers is a core tenant of Rivalry’s marketing strategy to reach Gen Z and millennial consumers, as explained by Co-Founder and CEO Steven Salz to SBC Leaders this year, which has seen the firm cultivate a network of over 100 creators across several markets.

“Rivalry continues to develop passionate esports communities, enhancing the entertainment experience of being a fan,” said Luis Gonçalves, Brazil Lead, Rivalry. 

“”Partnering with this group of great influencers will continue to open up authentic opportunities to connect our brand to the Counter-Strike fandom in Brazil.”

Rivalry’s plans for the new partnership involve the launch of ‘premium content and experiences’, such as livestreams, social media, giveaways and in-person activations at major Counter Strike: Global Offensive (CS:GO) events.

This will see the firm’s influencer partners produce exclusive live tournament coverage, with the first set to take place during the BLAST Paris Major between 8-21 May.

Tribo’s social media and streaming following of over 2.7 million could well prove useful for Rivalry as the firm seeks to expand its reach to Brazil’s esports audience.

The partnership was announced shortly before Brazil’s federal government laid out plans for long-awaited regulation of fixed-odds betting, setting out regulatory oversight, tax terms and safer gambling responsibilities.

“Rivalry was the ideal partner for us to sign with,” remarked Alessandro ”Apoka” Marucci. “They have a deep understanding of the esports audience and a partnership program that allows us to interact with our audience on more elaborate levels and continue to build our personal brands as creators. 

“Rivalry operates in the interest of the fans, and that means educating our audience about the importance of responsible betting through this partnership as well.”