Virgin Media, title sponsor of EGX, needed to break through the noise surrounding the consoles and titles... and do it whilst demonstrating the power of their superfast broadband.
We could never complete with the gaming publishers and big guns at Sony and Microsoft, so we needed to get gamers' attention by challenging them with something new.
We created a bespoke and unique eSports competition, the Virgin Media Hexathlon, which set out to find the UK's best all round gamer across six distinct disciplines.
Online gamers took part from home around the UK, culminating in the grand finale at the NEC, Birmingham, whilst online video guides from gaming YouTubers helped budding gamers skill up.
The results: thousands of online entrants, hundreds of competitors over the weekend and a mind-blowing build dominating the centre of the expo and a happy winner with sore thumbs and a big cheque.
