The Challenge
Award winning events agency INVNT brought Flux in to apply our experience in esports and digital broadcasts to the esports broadcast side of the production. Helping turn the live event idea into something that could work for creators, players, live guests and viewers watching across multiple channels.
#PlayGalaxy Cup needed to work as a creator-led streaming event, a live esports broadcast and a product activation at the same time.
The format put mobile players up against PC players in PUBG Mobile. It was easy to understand as an audience hook, but harder to make work behind the scenes. The competition needed the professionalism of an esports production, the gameplay needed to work well, and the Samsung Galaxy devices needed to sit naturally at the centre of the format.
There was also a split audience to think about. Each creator was tasked with streaming to their own channels, along with a wider hero broadcast hosted by Twitch streamer NiceWigg.
Gaming audiences needed the competition aspect to make sense, influencers audiences needed to feel like it was content for them and Samsung needed the product story to come through without turning the show into a product demo.
The Approach
Flux started by turning the idea into a production plan that could work creatively, technically and on schedule.
The format needed esports credibility, but it also needed to behave like creator content. That meant planning the show, the tech, the crew and the schedule around both sides of the brief: a full hero broadcast for the main audience, and individual streaming setups for each talent so they could broadcast and interact with their own communities.
A key part of the work was bringing proper esports production knowledge into the format. Flux sourced tournament operators and observers, built the gameplay workflow and created custom branded graphic overlays, giving the hero broadcast credibility for an esports audience.
The individual streams brought another layer of complexity. Each creator needed their own output, but those streams still had to feel connected to the wider event. Flux built a workflow that could capture direct gameplay feeds from each streamer and allowed them to interact with their audience between games.
That gave the production two things at once: 16 individual creator streams with their own audience interaction, and a central esports broadcast with proper observing, graphics, commentary and control.
As the series developed, Flux continued to build on that model, including focus on deeper integration between the game and the live event. Later events used live game data to trigger broadcast graphics, audio and lighting, helping the venue and the stream react to key moments together and creating a more uniform experience.
The result was a production setup that could handle a pretty unusual brief: individual creator channels, a full hero broadcast, live gameplay, audience interaction, brand storytelling and enough esports structure to make the competition feel credible.
The Impact
#PlayGalaxy Cup has grown from a one-off activation into a repeatable live gaming format, with Flux supporting the series across multiple events.
The production model has helped Samsung and INVNT bring together creator channels, a central esports broadcast, live audiences and Galaxy devices in a way that feels authentic for the audiences it was trying to target.
Across the series, the format has delivered strong reach, including as many as 17 million live views.
For Samsung, the value is that the product story is carried by the gameplay. The Galaxy devices are not just shown on screen; they are used by the players, tested through competition and placed at the centre of the live experience.
The result is a format that can keep growing: part creator content, part esports broadcast, part brand activation, with enough structure behind the scenes to support all three.
