Playerone Implements Esports Activations in Dortmund's Euro 2024 Fan Zone

In a few weeks, Germany will host the European Football Championship. In Dortmund, one of the host cities, the official fan zone will also focus on esports.

In the ten German host cities of Euro 2024, an accompanying programme will be offered in the official fan zones. The city of Dortmund is also focusing on "virtual football" and is planning one of the biggest esports events of all the fan zones. The Essen-based agency Playerone (part of the Brandfit agency group), which specialises in strategic marketing in gaming and esports, is responsible for the concept and implementation. Playerone wins "kicker eSport" as media partner for the activation in Dortmund.

"We are delighted to be the lead agency for the development and implementation of the esports part for the city of Dortmund at Friedensplatz during Euro 2024," says Guido Thiemann, founder and CEO of Playerone. "Digital football fits perfectly into this environment and will offer a diverse added value to the expected 10,000 visitors per day."

Playerone is organising an esports tournament to be held at Friedensplatz the week before the European Championship final, featuring EA Sports FC 24 in partnership with Electronics Arts. The agency will also curate and plan a programme consisting of various modules, activations, hybrid event formats and communication activities that will take place in the fan zone on the days when the European Championship is not being played. The community-oriented activations will target families and people who have had little contact with esports, as well as professional and casual gamers.

The city of Dortmund has identified esports as an important part of the programme for the fan zone in the city centre. Various events will be held to attract young people from all over the region to Dortmund. The organisers are especially keen to see how other host cities, especially neighbouring Gelsenkirchen, match their gaming prowess in console.

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