Kinguin

Unleashing People Power across brand, product and experience

Some brands grow fast. Few grow meaningfully.

Kinguin had already become one of the world’s leading digital game marketplaces — powering millions of transactions and connecting global communities of players and sellers.

But scale brings a new question:

What do we stand for beyond the transactional?

As new worlds emerged — esports, Web3, NFTs, creator economies — Kinguin recognised an opportunity not just to expand, but to evolve.

To move from marketplace success to cultural relevance.

From platform to community.

From commerce to belonging.

Aurora partnered with Kinguin to help unlock the next chapter — building a people-powered ecosystem where players, creators, teams and employees all have a place to play.

Starting With People

At Aurora, we believe brands grow when people feel they belong.

So our starting point was not campaigns or channels, but people:

  • Players discovering new worlds.
    Teams chasing performance and connection.
    Creators shaping digital culture.
    Employees building the future of entertainment.

Kinguin’s opportunity wasn’t just growth.

It was connection.

Our role became aligning culture, brand and experience into a single idea:

Everybody plays.

A Brand With Something To Say

Working closely with leadership and teams across Europe, Aurora helped shape a unifying brand platform that moved Kinguin beyond price and promotion.

The new narrative positioned Kinguin as an open digital playground — a place where access, choice and participation matter more than barriers or gatekeeping.

A brand championing freedom, fairness and play in a connected world.

A platform connecting players and creators, entertainment and opportunity.

And crucially, a brand with warmth and honesty — one that speaks like people do, not corporations.

This narrative became the connective tissue linking marketplace, esports, NFTs and future innovation within the brand purpose, Everybody plays.

Transformation From The Inside Out

No brand story works unless it’s lived internally.

So alongside brand strategy, Aurora partnered with Kinguin’s People & Culture teams to modernise the company’s Employee Value Proposition and values.

Through listening labs, research and global team engagement, we helped shape a culture framework built from within — not imposed from above.

The work focused on belonging, care and passion — values already alive within Kinguin, now articulated and embedded to support both wellbeing and performance.

The result was alignment: people inside the business feeling part of the same future being promised outside.

Because the strongest brands are built from the inside out.

Experience As The Brand

Across platforms, journeys and campaigns, Aurora worked with Kinguin teams to reshape user experiences so they felt intuitive, connected and rewarding.

From marketplace flows to NFT journeys, from loyalty strategy to content experiences, the goal was always the same:

Remove friction.

Reward curiosity.

Make participation effortless.

Because great experiences don’t just convert customers — they create communities.

Elevating Esports Into Experience

Kinguin’s Esports Performance Centre already offered world-class facilities. But facilities alone don’t build loyalty.

Aurora helped reposition the centre around human stories — teams chasing excellence, friendships forged under pressure, moments of triumph and defeat.

Moving the narrative from equipment to emotion.

From buildings to belonging.

From training centre to second home.

The centre became a living expression of Kinguin’s commitment to people — supporting performance while caring for the human beings behind it.

Entering Web3 With Community First

As NFTs and the Metaverse surged into public consciousness, Kinguin had the opportunity to become an early leader.

But the challenge was trust.

Gaming communities were sceptical. Many saw NFTs as speculation rather than culture.

Aurora helped develop a strategy that put storytelling and participation before hype — building experiences where collections had meaning, creators were celebrated, and communities were invited in rather than sold to.

NFT ownership became about identity, belonging and shared culture.

Not just assets, but experiences.

A marketplace built for people, not just transactions.

Designing Better Experiences: UX & Product Journeys

Aurora helped shape UX and UI journeys across Kinguin platforms, ensuring experiences matched brand ambition.

Work included:

  • User journey mapping

  • Marketplace architecture

  • NFT hub UX

  • Content and conversion journeys

  • Responsive design templates

  • Information architecture

  • UX testing and optimisation

The objective was clear:

Make participation effortless and enjoyable.

Better UX supported both customer trust and long-term engagement.

When Campaign Meets Community

Our people-powered philosophy carried into activation moments too.

Aurora created an integrated campaign strategy and execution to turn Kinguin’s biggest weekend of the year into a major growth moment time with a quirky ‘human’ film-based campaign aimed at showcasing the ‘small wins’ and linking this to the win each time you buy a game code from Kinguin.

The social media-led campaign encouraged the community to share their wins as user generated content to the hashtag #Kingwinning

Campaign Activation: Black Friday Reimagined

The 2021 Black Friday campaign delivered:

  • €764K GMV on Black Friday alone

  • Over €100K above previous records

  • Strong GP margin maintained

  • Recovery from early downturn through rapid optimisation and influencer activation

Key success factors included:

  • A funny, very ‘human’ storytelling film that captured the brand positioning of ‘Everybody Plays’

  • A dynamic media strategy with agile optimisation

  • Community engagement via social media

  • Influencer and streaming partnerships

  • improved landing experiences

  • community and social activation

This was a hugely effective brand and growth marketing campaign bedding in humour, that delivered community engagement and ROI

Aurora’s people-powered impact

Aurora’s partnership helped Kinguin evolve from marketplace success into a broader people-powered entertainment ecosystem.

Kinguin’s transformation shows what happens when brand, culture and product grow together.

Not as separate initiatives — but as one connected ecosystem.

Because when people feel included, supported and empowered:

Everybody plays. And everybody wins.

    • Record-breaking campaign performance

    • Stronger product and marketplace experiences

    • Clearer positioning in esports and Web3

    • Scalable platform for future growth

    • Unified global narrative

    • Stronger emotional connection with communities

    • Human-centred brand voice and tone

    • Clear differentiation in competitive marketplace

    • Modernised EVP and culture framework

    • Improved alignment between brand and employee experience

    • Stronger employer positioning

    • Teams empowered to deliver transformation internally

In entertainment, as in culture, people don’t gather around platforms.

Communities gather around shared possibility.

Kinguin’s transformation shows what happens when brand, culture and experience grow together — when companies stop asking how to sell more, and start asking how to include more people.

Because when everyone feels welcome, something powerful happens.

Everybody plays.

And the future opens up.