Brazilian gaming organisation Hero Base has announced the formation of a new holding company, HB Company, bringing together its operations alongside those of Level8 and Arcode. The move aims to integrate entertainment, education, and community-building into a single ecosystem.
Officially unveiled on 24 July, the new structure brings together over 150 employees and a network that has reached more than 20 million people. The companies under HB Company have collectively generated more than R$40m (around $7,2m in revenue. The portfolio includes over 50 brand activations and Fortnite-based projects with peak concurrent player counts exceeding 30,000.
Hero Base, initially focused on entertainment and community engagement for Gen Z and Gen Alpha audiences through Fortnite, has grown into one of Brazil’s prominent organisations through ventures in VALORANT and Rocket League, also operating as a digital media outlet. Level8, known for its user-generated content (UGC) in Fortnite, has launched more than 110 game experiences between 2024 and 2025 and is now expanding into Roblox.
The newest addition, Arcode, focuses on education and professional training in the gaming sector. The initiative provides game development courses, with plans to offer content creation and esports-focused programmes in the future. Arcode’s early students have already begun publishing projects in Unreal Editor for Fortnite (UEFN).
The formation of HB Company coincides with the arrival of Thiago Mori as Chief Commercial Officer. Mori brings experience from brands including Coca-Cola, Netflix, Amazon and most recently served as Business Director at MIBR. According to Mori, HB Company aims to be a cultural bridge between brands and younger generations, integrating community, education, and entertainment in ways not previously seen in the Brazilian market.
Executives leading HB Company include João “Biggie” Feio, João “Flakes Power”, Juciana Karl, and Ana Smidt, all of whom bring experience from across the digital and creative industries. Notable results from the group’s ventures include an activation involving Chinese electric vehicles company BYD with launch of a custom Fortnite map for the Yuan Pro electric SUV. According to the company, the tournament associated with the activation awarded two cars as prizes and helped drive over 200 pre-orders.
