Socializing moments have always taken place in bars, but for Gen Z, socializing also happens in the gaming world. They spend 4.4 hours daily connected with their friends on their powerful PCs.

Problem is: as gaming PCs get more and more powerful, it also demands a lot of energy.

Recent studies say that gaming computers suck down $10 billion worth of electricity (or 75 terawatt hours) a year. It's like 25 massive power plants, the kind that power entire cities, running their electricity directly to people playing Counter-Strike and League of Legend. Which is a huge problem for gamers' energy bills, but also for the planet.

The challenge for Heineken was to find a solution that would allow gamers to continue to socialize, while reducing their energy bills and, mainly, their impact and CO2 emissions.

In Brazil, Heineken is produced 100% with clean energy from its solar farms. And as Brazil is a tropical country, it's usual to produce more energy than Heineken consumes. So we decided to share this surplus energy with the gaming community. Through a distributed energy system, we channeled the energy from the breweries to the power grid of cities and then to gamers' houses. They just needed to join the platform online to instantly start to save up to 20% on energy bills. And to make sure all gamers know it, we made beer power visible, by channeling it to the main Brazilian streamers' houses, creating thousands of Beer powered lives inviting gamers to subscribe to the program. Then, we channeled it to the biggest Brazilian gaming events: the CBLOL finals.

To draw the attention of the Brazilian gaming community, Heineken decided to channel Beer Power to every point of socialization for gamers, online and offline, showing how the platform worked for real. We powered some of the biggest Brazilian streamers' houses, like BRTT, Yetz, Baiano, etc, creating thousands of beer powered lives with banners inviting gamers to subscribe to the program. But it wasn't enough, to go even bigger, we channeled the energy from our breweries to the biggest Brazilian gaming event: the CBLOL. We powered the entire CBLOL arena: PC's, stage, press conference room, cabins, and everything else. We not only created a unique platform, but communicated it meticulously and strategically through partnership with influencers, sponsorship event activations, PR.

The Heineken Beer Power to the Gamers program was implemented through a distributed energy system that draws power from multiple sources, rather than a centralized power system. So gamers didn't need to change anything on their houses, they just needed to join the platform online and start to receive energy from Heineken's Breweries, saving up to 20% on energy bills.

It was available in more than 2.680 cities throughout Brazil since the beginning of 2024, but it was massively communicated by March, during the final rounds of the world's biggest League of Legends championship, CBLOL, where we powered the entire arena with Beer Power. This launch was supported by a media cover (press release, organic posts, bar displays). And at the beginning of April, it was enhanced by an influence marketing campaign, in which we powered the house of the main Brazilian streamers, creating thousands of beer powered lives.

The Heineken Beer Power Program became a true sensation inside the gaming community, impacting over 65 million people, with more than 30,500 gamers joining the program in the first week, channeling over 37,676,000 Kw/h of clean energy, which already represents 131,516,000 Kg of CO2 neutralized and R$27 million saved on gamers energy bills. Leading Heineken to became the 1st brand in Kantar's most important sustainable attribute "Acting responsibly towards the environment and natural resources", and also to become the beer brand most associated with games according to PGB24.