The Brazilian branch of game publisher Ubisoft and creative agency h4rder have extended their partnership into esports, establishing a creator-led strategy for the local Rainbow Six Siege competitive ecosystem across the remainder of 2026 and through 2027.
Under the agreement, h4rder will oversee creator selection, campaign coordination, and localised content journeys surrounding the title’s major competitive milestones.
Speaking exclusively to The Esports Radar, executives from both organisations detailed the strategic rationale, operational scope and goals underpinning the deal.
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The contract extension builds upon h4rder’s previous activations for Ubisoft properties, including The Division Resurgence and Rainbow Six Mobile. Speaking to The Esports Radar, Leandro “Montoya” Estevam, Director of Esports LATAM at Ubisoft, highlighted creators as the primary gateway for modern brand communication due to their authenticity and community proximity.
“Our main goal is to introduce Rainbow Six Esports to new audiences, especially to those who appreciate tactical shooters, high-level competition, and great stories,” said Estevam, “expanding this partnership is an opportunity to bring all of this history to new audiences, and h4rder was fundamental in finding the creators with the best fit for our product, as well as operationalising the campaign.”
While Brazil stands as a dominant force in Rainbow Six Siege, boasting four Six Invitational world titles and five Six Major victories, the local ecosystem presents a compelling paradox. The domestic fanbase is exceptionally dedicated and capable of filling major arenas, yet the game remains relatively niche in terms of visibility and reach when compared to titles such as Counter-Strike 2 and League of Legends.
Estevam also noted that Brazil represents one of Siege’s most successful competitive hubs globally, having generated over $14m in revenue for regional organisations through the publisher’s R6 Share affiliate programme.
Under the operational terms of the deal, h4rder is tasked with creator identification, campaign execution, and tailoring content strategies to engage Siege’s community as much as to expand the fanbase. Addressing the framework to reach those objectives, Vinícius Junqueira, Business Development and Operations Director at h4rder, emphasised that creators should be treated as cultural gateways rather than standard media inventory.
“We see a significant opportunity to connect that established esports community with new audiences, including players who already love tactical shooters but may not yet follow the competitive scene,” Junqueira told The Esports Radar. “The key is not simply to put esports in front of more people. It’s to give more people a reason to care about esports,” added Junqueira.
By combining local market intelligence with curated creator partnerships across Latin America, h4rder aims to convert general gaming awareness into sustained, long-term esports fandom, positioning creator activations as a fundamental driver of growth in the region.
