We pitched two of the biggest gaming communities, Eurogamer and IGN, against each other, live, at a M.A.G. Tournament. The winning community would get to take on the game's developers in the States - a dream prize for any gamer.Pitching two media owners against each other was a media first (the gaming equivalent of pitching Facebook vs. MySpace). There was a huge amount of pride at stake - neither could afford to lose. The tournament captured the industry’s imagination, giving us a great platform to produce content and generate buzz.Using the strategy ‘Your Community Needs You’, both Eurogamer and IGN recruited and trained up their own armies. Thousands of gamers applied to represent both communities, and thousands of blogs picked up the much anticipated tournament.Euorgamer won the tournament at the live event, but then lost (unsurprisingly) to the developers.

The M.A.G. tournament inspired the gaming communities, driving mass awareness by capturing headline news and generating M.A.G. related content across blogs, forums and gaming sites. The advocacy created within the gaming communities was priceless!In addition to paid-for display, both Eurogamer and IGN supported the tournament with regular editorial and video content, providing £100k of added media value.PlayStation had to re-order the game as sales caught them by surprise. We sold 60k units in the first 3 weeks, smashing the sales forecast of 20k. M.A.G. was no. 1 in the PlayStation 3 sales chart.