Extended real-world motorsport credibility into racing and simulation games through performance-aligned live stream branding.
INTRODUCTION
Shell targeted racing and simulation gaming audiences by activating streamers playing performance-driven titles such as iRacing, Euro Truck Simulator 2, and Rocket League. The campaign leveraged gaming environments where speed, engineering, and realism naturally align with Shell’s brand values.
THE CHALLENGE
Shell wanted to engage younger audiences beyond traditional motorsports. Entering gaming risked feeling disconnected from core brand values. Authenticity and relevance were critical to success.
SOLUTION
The campaign focused on racing and simulation games aligned with performance. Creators playing driving-focused titles were activated. Shell branding was integrated contextually into gameplay environments.
- Partnered with 135 streamers within the racing and simulation game categories
- Used non-intrusive live stream overlays to integrate Shell branding seamlessly into gameplay
- Focused on contextual relevance rather than broad, generic gaming exposure
RESULTS
Shell positioned itself as a performance-led, technology-driven brand within racing and simulation gaming communities, reinforcing credibility through natural contextual integration.
Our Partners
What Our Client Say
“Spawn Point helped us connect with gamers in a way that felt natural and immersive, allowing our brand to become part of the gameplay rather than an interruption.”
Al Smith
Country People and Culture Manager, IKEA UK, and Ireland.
“The campaign proved that live stream integrations can drive strong performance while staying true to gaming culture and audience expectations.”
Thomas Klien
Country People and Culture Manager, IKEA UK, and Ireland.
“By tailoring our messaging to different game genres, we were able to scale creator partnerships without losing relevance or authenticity.”
Mark Sam
Country People and Culture Manager, IKEA UK, and Ireland.
“They enabled us to introduce our tech-forward product to a younger audience in an environment where innovation and engagement naturally thrive.”
Abdullah Khan
Country People and Culture Manager, IKEA UK, and Ireland.
“Aligning our brand with racing and simulation games allowed us to extend our performance-driven identity into gaming in a way that felt credible and effective.”
Helen Glen
Country People and Culture Manager, IKEA UK, and Ireland.