ABInBev brand Pony Malta has created and backed Colombia’s first professional women’s eSports team ‘She Gaming’ consisting of some of the best female gamers in the country who will compete at a national level.
The initial line-up includes María Camila Villafañe, Karen Meliza Varón, Helen Rodriguez, Natalia Galvis, and Sundara Moreno.
The initiative was born from research showing that while women make up 49.7% of gamers in Latin America, only 3% of professional gamers are female and the Pony Malta brand wanted to change this reality and drive equality in the pro eSports space.
The team was launched through a campaign created in tandem with agency MullenLowe SSP3 which introduced the ‘She Gaming’ team and aimed to demonstrate the raft of female talent in the big leagues of the gaming world. Plus, as well as representing female gamers across the world, the team will also set out to spearhead the creation of Colombia’s biggest female gaming community.
Pony Malta’s campaign is led by a spearhead social spot and it encourages viewers to follow the team across the Twitch, YouTube and Facebook channels, connect with their live broadcasts to show their talent and participate in the special tournament.
Pony Malta also intends to expand the initiative in the near future to include tournaments to recognise the top female eSports players stars with the aim for winners to join a team for more competitive videogames such as FIFA and Valorant, among others.
“We are well aware of the growth of women’s participation in e-Sports, and want to give them the visibility and platform they deserve,” explained ABInBev’s Pony Malta Marketing Director Juan Alonso Torres. “Through ‘She Gaming’, we hope to give women a safe environment to hone their skills and empower them to compete professionally in the e-Sports arena.”
María Camila Villafañe, professional eSports star and ‘She Gaming’ team leader added: “The creation of the ‘She Gaming’ team is very important. Not only do we want to demonstrate our ability and success to the wider gaming community in Colombia, but we want to invite all girls to join us and show the world their talent. Follow the hashtag #SiSoyMujerSiSoyGamer to find out more about our activities and become part of Pony Malta’s movement to inspire female gamers to compete at the national level.”
The campaign was created for ABInBev Colombia’s Pony Malta marketing team led by Marketing Director Abi Juan Alonso Torres and Brand Manager Abi Natalia Perez by a team at agency Mullenlowe SSP3 (Bogotá) which was led by CEO Francisco Samper, ECDs Diego Alejandro Muñoz and Juan David Pardo, CBO José Manuel Hoyos, Group Business Manager Fabiana Manzi, Creative Directors Guillermo Siachoque and Jorge Eliécer Pinto, Art Directors Roger Gonzalez and Nicolas Ruiz, Copywriter Sebastian Buriticá, Account Director Olivia Zea and Daniel Salazar, with Gamer Agency Spoon GG CEO Carlos Vidal, Operation Manager Juan Sebastian Ramirez, Social Media Manager Gamers Vanessa Manjarres and Production Director Jose Altamar.
Comment:
Through the ‘She Gaming’ team and linked project, Pony Malta reinforces its commitment to empower girls and teenagers in Colombia and brings to life its mission to help them to be the best version of themselves.
This project follows on from December 2020’s ‘SHE FC’ initiative launched by Pony Malta and MullenLowe SSP3 which aimed to help women feel represented in FIFA 21. Launched during a live event with leading Latin American gamers alongside two stars of the Women’s National Football Team.
The strategy was to encourage more women to join the movement and break the stereotypes within the game and the initiative saw the brand and its agency hack the game to create the first all-female club by customizing the features on male avatars.
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