Goals
Opera GX—the world’s first browser for gamers—was on a mission to get people to break up with boring browsers (think Chrome, Edge, Safari, etc.) and have fun while doing it. The browser offers unique features like GX Control for RAM/CPU limits, GX Corner for gaming news and deals, social integrations, and customizable themes and sounds. Opera GX partnered with Pixly to penetrate the gaming market and bring their browser to a global audience.
Breaking into the competitive U.S. browser market dominated by giants wasn’t going to be easy. They faced the uphill battle of capturing the attention of young adult gamers—a savvy, ad-resistant crowd deeply entrenched in their favorite platforms. Opera GX needed to stand out in a saturated space and find a way to not just reach but genuinely engage this elusive audience. The mission was clear: make Opera GX the go-to browser for gamers by resonating authentically within gaming culture.
Strategies
In 2020, we teamed up with Opera GX to target PC gamers in top titles like League of Legends and Counter-Strike. Results were huge, so we expanded into Canada, the UK, and Europe, launching campaigns across YouTube, Twitch, and TikTok.
We dialed up the excitement with GX Mods—letting users customize their browser with unique wallpapers, sounds, and features. Partnering with top influencers like Fernanfloo and TheRussianBadger, we rolled out exclusive mods that boosted downloads and created stronger fan connections. Next, we launched bold campaigns like:
- That’s My Streamer – A high-energy League of Legends tournament streamed live by top influencers, driving downloads through branded content and tracking links.
- Anger Controllers – Partnering with Dr. K (Healthy Gamer) and MoistCr1TiKaL for Mental Health Awareness Month, focusing on managing gamer frustration.
- Bury Your Boring Browser – Halloween fun with Eric Andre smashing browsers in chaotic videos, driving home the message: stop using boring browsers!
- The Boys x Opera GX – A sleek custom browser inspired by The Boys, with influencers hyping the mod and a $5 GrubHub perk for U.S. users.
- Riot Corner – Partnering with Riot Games for the 2024 League of Legends World Championship, with a clickable calendar hub and influencer push that led to 200,000+ downloads in one week.
These campaigns turned Opera GX into a gaming culture icon, cementing its place as the browser for gamers.
Influencer Activations
Video Views
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