Campus Legends

Campus Legends is a premier esports initiative promoting competitive gaming, education, and social awareness across Singapore and Southeast Asia. It serves as a hub for students, gamers, and industry stakeholders, offering platforms for tournaments, community-building, and impactful events. DIFY led an integrated communications campaign to revive Campus Game Fest 2024 after a five-year hiatus and launch the inaugural Street Fighter™ 6 Southeast Asia Invitational in partnership with CAPCOM.

Community gaming festival Campus Game Fest (CGF) has announced it will return to Singapore following a five-year hiatus.

Key challenges included re-establishing event visibility, integrating gaming with social themes like youth drug awareness, and securing impactful media coverage. To address these, DIFY executed a strategic communications plan, distributing targeted press releases to 30 media outlets and securing features in platforms like The Straits Times, Esports Insider, and News Now. Simultaneously, KOLs and media outlets from Singapore, Malaysia, and Indonesia created engaging content to amplify the events' social and entertainment value.

The campaign achieved a total media reach of 16 million, with a PR value of $186,000 USD, plus 2 million reach from KOL content valued at $40,000 USD, and 14 million reach from media outlet content worth $146,000 USD. The initiative also attracted 20,000 attendees, fostering community engagement and solidifying Campus Legends as a leading force in esports and education across the region.

Through an integrated strategy of PR, media relations, and influencer marketing, DIFY amplified the presence and impact of Campus Legends, positioning it as a leading voice in gaming and esports across Southeast Asia.