Amazon MGM Studios and streaming platform Prime Video have partnered with creative agency Ostra Content to launch an esports-integrated campaign for the Brazilian dystopian action film Beast Race (originally Corrida dos Bichos).
Centred around a custom-built Fortnite map and a 10-creator influencer roster from esports organisations such as LOUD and Fluxo W7M, the activation highlights an accelerating commercial convergence between film marketing and competitive gaming ecosystems.
The campaign leveraged custom Unreal Editor for Fortnite (UEFN) integration alongside livestreaming and physical activations in São Paulo. Campaign metrics provided by Ostra Content demonstrate strong digital conversion, with 6.9M+ impressions across Instagram and TikTok; 1.5M+ views across Twitch, YouTube, and Kick, generating over 238,000 hours watched, 170K+ social interactions, and 27K+ direct clicks or QR scans driving traffic directly to the Prime Video title page.
The talent strategy combined mainstream content creators with professional esports figures, including Cloud9 VALORANT creator Heitor “TcK10” Tomazela and former VALORANT World Champion and current MIBR ambassador Gustavo “Sacy” Rossi, to target both casual players and competitive fanbases.
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“The choice came from a simple insight: Beast Race is, at its core, about competition,” Vanessa Marques, Marketing Analyst at Ostra Content, told The Esports Radar. “It made sense to bring that concept into our influence strategy and engage with creators who live the competitive gaming universe daily. We wanted to go beyond casual players and reach those who actively follow and compete in esports, pairing casual appeal with high-level competitive drive.”
To deepen community engagement, Fluxo W7M produced content from a São Paulo studio set designed to mirror the film’s dystopian aesthetic, hosting live Discord calls between fans and creators during map playthroughs and executing hardware giveaways. “We played the Fortnite map live with our community while producing content in a tailored local setup, bringing real-time interaction into a commercial activation,” noted Patrick Xarpi, Community & Influencer Manager at Fluxo W7M.
The Beast Race campaign points toward a potential shift, as film studios seem increasingly open to leveraging esports properties for experiential promotion. In North America, NRG recently announced a media partnership with Sony Pictures to host a story-driven preview for the upcoming Resident Evil film at the NRG Spectrum Castle, ahead of its September 18 theatrical release. Similarly, 100 Thieves partnered with MGM for Crime 101 earlier this year, temporarily rebranding to “101 Thieves” and hosting actor Chris Hemsworth at their Los Angeles headquarters.
The North American activations relied on physical HQ takeovers, possibly made easier by the proximity to Hollywood since both NRG and 100 Thieves are based in Los Angeles. In contrast, the Brazilian campaign shows how international brands and esports clubs can execute scalable, high-ROI movie integrations without geographical constraints.
