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The Milk Cup hero

How MilkPEP drove players to register and tune into The Milk Cup: The Largest Female-Only Fortnite Tournament in the world

MilkPEP challenge

THE CHALLENGE:

Despite women making up nearly 50% of the gaming population, they represent only 5% of professional players. The top-earning female gamer earns less than 1/20th of her male counterpart, despite competing in twice as many tournaments.

To create real impact and help close this gap, MilkPEP set an ambitious goal: launching the largest women-only Fortnite tournament in history, The Milk Cup.

The mission was to drive registrations and inspire more female players to compete, while positioning milk as the ultimate performance fuel for gamers.

OUR SOLUTION:

The campaign reached female Fortnite players during a key moment in their gaming routine: the time between matches when players open companion apps to review stats, refine builds, and improve performance.

Using the Overwolf ecosystem, Milk Cup creative appeared directly inside these trusted gaming tools.

Video placements introduced the women-only tournament and its "Milk as Performance Fuel" message, while high-impact banners drove players directly to the registration page.

MilkPEP companion-app placement
MilkPEP campaign banner placement

By reaching female players during moments of competitive focus and self-improvement, the campaign transformed routine gameplay analysis into a direct invitation to compete.

THE RESULTS:

  • 114K

    TOTAL CLICKS TO
    REGISTRATION PAGE

  • 97%

    VIDEO COMPLETION RATE
    VS. 85% BENCHMARK

  • 99%

    VIEWABILITY
    VS. 90% BENCHMARK

  • $1.65

    ECPC

The Milk Cup footer
Max Bass joining The Leaderboard Insights Podcast to discuss MilkPEP's gaming strategy

A Deep Dive into MilkPEP's Gaming Strategy

For a deeper look into the vision behind The Milk Cup, Max Bass, VP of Emerging Connections at GALE, joined The Leaderboard Insights Podcast. During the episode, he discussed MilkPEP's gaming strategy, as well as the ins and outs of The Milk Cup and the critical role of building authentic connections with the next generation of gamers.

First and foremost, MilkPEP is overall committed to elevating women in performance spaces. In gaming, we didn't start with The Milk Cup, you don't start by building the biggest Fortnite tournament for women in the world. That was something we came to through working with the gaming community.

Max Bass, GALE
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