Led media across CS, Dota 2, MLBB, and Deadlock at the same time.

Owned strategy, hiring, and the brief-to-publish chain across four game lines at Aurora Gaming. 15+ media staff brought in, format work systematised, combined social reach growing roughly 200–250% over the run.

4Departments led
15+Media staff hired
+200%Reach growth (low end)
+250%Reach growth (high end)

Performance curve

Compound growth across four game lines.

+200–250% Combined social reach growth, year over year

No single channel did the heavy lifting. Format work, hiring discipline, and a shared brief-to-publish chain across departments turned isolated wins into a system that compounded month after month.

CS department reach +250%

Dota 2 department reach +220%

MLBB department reach +200%

Deadlock department reach +200%new line

Format catalog

Player-led formats the departments could keep producing.

Every format my departments shipped started from what the rosters could do naturally on camera: what they search, how they react, what keeps a shoot calm enough to get a real answer. Below — a few my teams ran during the multi-department year.

CS · charity format · "Adopt, Don't Shop"

CS players play with kittens

A shelter collaboration the CS department took on as a public-good piece. The team confirmed handling rules with the shelter, designed a player-safe question flow, kept the set calm for both animals and roster, and pointed the cut at adoption rather than a throwaway cute moment.

Shelter partner involved
Player comfort on set
Adopt-don't-shop angle

Dota 2 · reaction format

Players Google themselves

The Dota department turned autocomplete prompts into a controlled reaction script: players saw public searches about themselves, answered only what was comfortable, and the edit kept the funniest beats without crossing private ground. Cheap to make, easy to repeat, high retention.

Dota 2 × chess · crossover

Hand and brain with a chess GM

A world-level chess grandmaster called moves while Aurora players executed them. The team's job was making the crossover legible to both audiences: clear rules, readable player reactions, and enough context for chess viewers and Dota viewers to stay through the cut.

World-level GM
Cross-sport audience reach

Germany bootcamp · localised

German laws: guess which one is real

During the Germany bootcamp the team built a low-pressure table game around real and fake local laws. Easy player prompt, location actually mattered, produced a format that did not depend on match footage at all.

How the formats travel

Ships every week: brief, production, distribution, review.

01 · Idea Player beat first, joke second

Concepts started from a player's actual habits, a sponsor need, or a real moment in the calendar. If the roster could not deliver the beat on camera, the idea got killed before pre-production — saved budget and morale across all four departments.

02 · Production Useful footage beats forced footage

Media Day asks stayed practical: clear prompts, simple props, timing that respected roster availability. The target was footage players could stand behind after upload, not a checklist filled for its own sake.

03 · Distribution Edits land with metadata already written

Publishing ran on QA'd titles, thumbnails, timestamps, and rollout notes. First-week performance fed the next shoot's shot list — across CS, Dota 2, MLBB, and Deadlock in parallel.

Charity format

Shelter story: useful content with a public-good reason.

Shelter logistics · charity

Kittens on set, adoption in the frame

Turned a roster-with-kittens idea into a shelter-first episode: confirming what the animals needed, setting player boundaries before cameras rolled, keeping the pace calm on set, and making sure the published piece pointed viewers toward adoption and the shelter's work.

Shelter handling rules respected
Player-safe prompt flow
Charity / public-good angle

Other case studies

The rest of the projects.

Let's build

Take a media network beyond its current ceiling.

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