KC Chiefs: GAME ON! Presented by GEHA

Overview

GAME ON! presented by GEHA was the first-of-its-kind video gaming experience held at Arrowhead Stadium — the home of the Kansas City Chiefs. I led the marketing strategy, partnership coordination, and on-site programming for this activation, which was designed to bridge the Chiefs’ passionate fanbase with the world of competitive gaming in a format that was accessible to families, students, and the broader KC community.

Campaign Components

Over 800 tickets were distributed to kids and their parents and guardians, making the event a community-first experience rather than a purely competitive one. The activation featured three content creators, three Chiefs legends, and the Kansas City Pioneers professional esports team — a lineup that gave attendees meaningful interaction with both sports and gaming talent.

Gaming stations were set up with Fall Guys, Madden NFL 26, and Rocket League, providing a range of titles suited to different ages and skill levels. PlayVS led an on-site broadcasting and streaming workshop, giving young attendees hands-on exposure to the production side of esports — a direct extension of our educational mission.

The event also featured a live Rocket League stream with professional players competing for Chiefs-branded prizes, including signed footballs and game tickets. The prizing structure kept the energy high and tied the gaming experience back to the Chiefs brand throughout.

Results

The campaign generated 2.7M social impressions across platforms. The 3.5% engagement rate on non-Chiefs content exceeded average NFL engagement benchmarks by over 95% — a strong indicator that the content resonated with an audience beyond the Chiefs’ existing fanbase.

GAME ON! proved that sports franchises can meaningfully expand their community footprint by investing in gaming activations that prioritize education, access, and authentic partnership with the scholastic esports ecosystem.