For Tilibra gender is an important issue. As the biggest student supply manufacture in Brazil, they almost fought to promote equal opportunities for girls and boys in the classroom. Tilibra was the first company to have notebooks with e-Sports games in Brazil, and the sales of these covers were equal between girls and boys. So, they were scared when they realize that the girls that are buying those notebooks and dreaming about becoming professional gamers don't have the same opportunities as the boys. So, they decided to come up with a project to make things more equal in the e-Sports gaming community by creating the first gender-equal professional e-Sport team and Brazil. To show to everyone that girls and boys can and should play together and against each other with no sexism, harassment or any kind of prejudice.

On the world, women are more than 58% of gamers. But in Brazil, they still suffer from sexism and harassment. The e-Sports professional scenario is a boy’s club. There no gender-equal teams, no girl only professional team and almost zero opportunities for tournaments, besides the ones that the girls themselves organize it. And the men tournament don´t allow girls to play with the boys by creating rules and forbidden then by saying that they are more emotional than boys. And when the girls are playing well the boys say that they are not the ones that are really playing, because then it´s an online game they say that they ask their boyfriends or husbands to play for her.

So, the women are the majority on gaming, but they are a majority that suffers from harassment, sexism and prejudice. And they don´t have an opportunity to show that they are wrong.

During our research, we found out that women are more than 58% of the gamers around the world. But in Brazil there are sexism and harassment in the e-Sport community. There is no gender-equal e-Sports team and all the female players are a victim of sexism every day.

So, we came up with the idea to show to everyone that women are as good as men on e-Sports by creating the first gender-equal Brazilian professional e-Sports team in a reality show on TV. That way nobody could doubt that the girls were playing as equals with and against men.

We made a research with our audience, teenagers, on gaming events and competitions. We found out that the girls are victims of harassment and sexism by the men and even by other girls. They don´t believe that they could be good and that they should have a chance to play with the boys. But at the same time, we realized that girls don´t want to play only with girls, they want to prove themselves by playing in mixed tournaments with mixed teams. So, we approached our target with digital media in gaming portals and communities and through ESPN on their e-Sports shows on TV

First, we selected the participants on an online tournament on Clash Royale. The tournament phase to chose the participants were online and the subscription happened in a website inside the ESPN portal. We also created a 360-online campaign on social media that impacted 3.8 million people even before the first episode went on air. We also had a team with 3 Clash Royale influencers that were the coaches during the reality show. The top 12 were taken to fight through 12 weeks on a castle in Rio de Janeiro. The reality show aired for 12 weeks in 3 different ESPN channels n Brazil and online on ESPN streaming platform.

We also made content for Youtube with the biggest female gaming youtuber in Brazil with more than 5.7 million subscribers.

In the end, the reality made more than 43 million impressions with the TV and the digital campaign, 3.8 million before the premiere. We also raised brand awareness in the gaming community and raising sales for the e-Sports themed notebooks.

But the biggest result is that we assembled the first gender-equal professional e-Sports team in Brazil that is training for the team world champion in Mexico. And, after the end of reality, the number of female tournaments raised in the country and even Supercell, the game designer, started to organize more online female and mixed tournaments in Brazil. Some of our female participants got contract offers from professional teams and they united with other female players from different games to start a movement to increase girls’ players on e-Sports.