Gamers are the most important target group for SAPPHIRE Technology – manufacturer of computer parts crucial for gaming performance. A lack of insight on gamers as social group is one of the reasons for unfavorable stereotypes about them to form and spread. #jestemgraczem (#IAmAGamer) was a campaign set to bring SAPPHIRE Technology closer to the community of Polish gamers by creating a strong, counter-message. Showing the true picture of gamers would also valorize the community.

Achieving this was possible by organizing a grand research on Polish gamers under the auspices of SAPPHIRE Technology. Report from the research was supposed to start a widespread media discussion about the true profile of gamers and therefore influence their image in eyes of public opinion.

Gamers were allowed to join the research through a dedicated website. Nineteen major Polish gaming media and influencers supported the campaign. The results were announced during an online-streamed grand finale in Warsaw with participation of journalists, scientists and gamers.

#IAmAGamer occurred to be the biggest research on gamers in the world. Campaign's website was visited nearly 300,000 times and 79,543 gamers took part in the research. Over 7000 social media mentions regarding the campaign showed up. 74-page report revealing many positive conclusions about gamers was downloaded 171,597 times. #jestemgraczem concluded with 274 publications including ones in nationwide TV and radio stations, press and websites. SAPPHIRE Technology benefited in gamers' opinion as an initiator of campaign that helped to send a widespread, positive message about their community.

The campaign was called #jestemgraczem (#IAmAGamer). In close cooperation with gaming theoreticians and a renowned, international research company a comprehensive study on Polish gamers was designed. The CAWI questionnaire included 41 questions covering a wide range of topics.

Gathering questionnaires started on October 13th 2014. Gamers were allowed to join the research via dedicated website equipped in multiple social features. Campaign's profiles on Facebook, Twitter and Twitch.tv were set up and actively maintained. Nineteen major Polish gaming media and influencers supported #IAmAGamer. Approximate number of monthly views of partners' websites was 34 million. Research was closed on November 11th.

A comprehensive report was prepared and publicly announced during an online-streamed grand finale in one of Warsaw's cinemas. Besides of journalists and gamers, scientists from Games Research Association of Poland were invited to provide an expertise on research's conclusions.

Full report was made publicly accessible and intensively distributed to media outlets.

#IAmAGamer occurred to be the biggest research on gamers in the world. Campaign's website was visited nearly 300,000 times and 79,543 gamers took part in the research. Over 7000 social media mentions regarding the campaign showed up from which 94% had a positive impact. Social media widgets on campaign's website generated 15,894 interactions.

Amongst many conclusions research revealed that gamers have more friends than average Pole and that games have a positive impact on co-operation skills. 74-page report was downloaded 171,597 times.

Media pitching stage of the campaign lasted for few weeks after research's ending. It concluded with 274 publications including ones in nationwide TV and radio stations (60), press (18) and websites (196).

SAPPHIRE Technology benefited in gamers' opinion as an initiator of campaign that helped to send a widespread, positive message about their community. #jestemgraczem left a solid material for further discussion about the true profile of gamers.