COMMUNITY PLANNING
Place players, guild leaders and community figures at the centre of local engagement.
SELECTED WORK IN GAMING LATAM
THE ELDER SCROLLS ONLINE / 10 YEARS & BEYOND
LATAM
COMMUNITY &
CELEBRATIONS.
Connecting an online world with real-world relationships across São Paulo, Santiago, Buenos Aires and Mexico City — through small gatherings and tenth-anniversary celebrations.
- CLIENT
- Bethesda Softworks
- INDUSTRY
- Gaming & Entertainment
- FOCUS
- LATAM Community & Celebrations
01 / CONTEXT & CHALLENGE
CELEBRATE THE MILESTONE.
INVEST IN THE RELATIONSHIP.
The Elder Scrolls Online’s tenth anniversary was an opportunity to celebrate the people who give a persistent online world its community: players, guild leaders, creators and long-time fans.
The task went beyond a single celebration. The wider LATAM community approach connected milestone events with smaller gatherings, creating opportunities to meet, share stories and develop relationships around the game.
02 / MFB’S CONTRIBUTION
SHARED PASSION.
LOCAL CONNECTION.
Community-focused planning and coordination, connecting the game’s identity with locally relevant experiences and the people who sustain its community.
RELATIONSHIP BUILDING
Support gatherings that bring fans and local teams closer through direct, shared experiences.
THEMED EXPERIENCES
Coordinate real-world activities that connect the game’s fantasy setting with participation and celebration.
COMMUNITY CONVERSATION
Connect event experiences with creator stories, local press and the community’s own perspective.
03 / COMMUNITY IN PRACTICE
FROM ONLINE WORLDS
TO SHARED MOMENTS.
SMALL GATHERINGS ACROSS LATAM
Small gatherings in São Paulo, Santiago and Buenos Aires created local opportunities for the ESO community to meet and connect beyond the game. All three followed the same format, bringing guild leaders, community figures, creators and specialist media together around a shared table for conversation and connection.
10 YEARS, CELEBRATED IN TWO CITIES
The tenth-anniversary celebrations took place in São Paulo and Mexico City, bringing the milestone closer to local communities. Across the celebrations, experiences included archery, rune reading, trivia, cosplay, gameplay, live musical performances inspired by the game’s lore, and demonstrations with birds that cannot be returned to the wild — bringing the fantasy setting into shared experiences beyond the screen.
STORIES FROM THE COMMUNITY
Players, creators and local press shared their experiences through social posts, videos, livestreams and coverage. These perspectives extended the celebration beyond the venue and reflected the community’s own relationship with the game.
04 / QUALITATIVE IMPACT
A SHARED WORLD.
CLOSER CONNECTIONS.
Across Brazil, Chile, Argentina and Mexico, small gatherings and anniversary celebrations connected a regional community approach with local experiences. These moments gave players opportunities to meet beyond the game, with the anniversary serving as a milestone within a longer-term approach to community building.
BELONGING
Players and guild leaders.
Connections beyond the game.
PARTICIPATION
Shared activities.
A celebration shaped around fans.
RELATIONSHIPS
Community voices.
A basis for continued connection.
This overview is qualitative. Internal KPIs, targets, budgets, partner-level performance and proprietary operational details are not disclosed.
COMMUNITY BUILDING
IS A LONG-TERM STRATEGY.