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ESSting Like a Bee
Esports / Skill trainerClient: Team Vitality × EVNIA
Three skill trainers in one browser game for Team Vitality and EVNIA, with the pro Counter-Strike roster pinned to the top of every leaderboard.
The brief
EVNIA is Philips’ gaming monitor line, and the brief was the hard version of product placement: put the monitor inside the game without turning the game into an ad. The way out was to stop treating it as a frame. The monitor isn’t around the play area — it is the play area: every screen is rendered on an EVNIA panel, and the monitor series themselves are the power-ups, three per series, That also settled the platform: a campaign about a monitor is a campaign about sitting in front of one, so the game was built for mouse and keyboard on a desktop screen. There is no phone version, and the aim training at its centre is why.
Behind that screen sit three trainers, each measuring something a competitive player already cares about. Each has its own leaderboard, and each leaderboard opens with the Team Vitality Counter-Strike roster already at the top. The pros aren’t decoration: they’re the score to beat, which is what turns a skill toy into a challenge with a name attached.
Players come in with a nickname and an email. The privacy consent and the marketing consent are two separate boxes, and neither one arrives pre-ticked.
Reaction Time
One signal, one click, and the gap between them measured in milliseconds. It’s what a monitor’s response time exists for, which is why it belongs in a game about monitors.
Aim Trainer
Thirty targets, cleared as fast as you can manage. The counter on screen tells you how many are left, and the only opponent is the clock.
Shooting Trainer
Aiming with something coming back at you — the yellow arrows are the enemies. Staying accurate while they close in is a different skill from hitting a target that stands still.
Results
The 29,000 views are Team Vitality’s, not ours: the professional Counter-Strike roster playing the game on the team’s own channel. Underneath it a viewer wrote, unprompted, “This is an amazing way to do a sponsor, really creative.” We have no play count to show for this one — the game lives on the client’s domain and we don’t measure it from here.
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