Heineken’s Beer Matchmaking Aims to Connect Gamers to Ensure the Perfect Match

Every gamer has come across this situation: they’re ready to play but none of their friends is available, either because they have different interests or different schedules. The solution is to resort to the game's matchmaker, at the risk of ending up playing against someone who is at a very different level of gameplay and, consequently, taking the excitement out of the game.

With this in mind, during the first half of April, Heineken launched the Beer Matchmaking, a platform that maps the profile of consumers who register on the page and then selects players based on details such as their favorite games, consoles, available schedules, and the level of players who are looking for a match, promoting the ideal match.

The initiative is part of the brand's global campaign, entitled "Not All Nights Out Are Out", created by the agency Le Pub Brazil, whose goal is to show that gamers are not antisocial, and that gaming is also an environment for socializing and celebrating.

Beer Matchmaking is another tool to connect adult people who play games, drink beer, and share common interests, thus supporting the relationship between electronic games and socializing.

Igor de Castro Oliveira, Senior Marketing Manager for Heineken 0.0 in Brazil, talks about the connection promoted by the brand. "This platform comes to solve the problem faced by gamers in a simple and interesting way. Heineken once again fulfills its purpose of connecting people, even across different platforms. Beer Matchmaking is part of a larger movement that shows that friendships and good relationships are also built online and through games," he says.

The platform is free of charge and can be accessed on any device, offering a match for several different games all at once, such as Fortnite, Valorant, FIFA 23, LoL, and Destiny 2.

To celebrate this launch, Heineken created special, collectible editions of its packaging, customized with four different game modes: Moba (Multiplayer Online Battle Arena), FPS (First Person Shooter), Sports, and RPG. The packaging contains QR Codes that direct gamers to the Beer Matchmaking platform. The special packaging with the game categories can be purchased in Brazilian supermarkets or through delivery and will be available while stocks last.

The initiatives are part of another phase of the 360° campaign 'Not All Nights Out Are Out', the brand's first campaign focused on games worldwide. With a long-term communication strategy, the brand launched the campaign by offering discounts to the public and then added qualitative content through films, posts, and support from content producers. The brand also promoted an immersive experience in this world with the launch of Heineken 0.0 IceBox Bar, a pub in São Paulo inspired by a map from the game Valorant.

Felipe Cury, CCO of Le Pub Brazil, celebrates the success of the campaign 'Not All Nights Out Are Out'. "We introduced a relevant conversation about the gamer audience to people inside and outside this world. We are very happy to have reached this phase by breaking yet another stereotype and connecting people in many ways. The matchmaking platform is proof that Heineken has entered the world of gamers to evolve and elevate socializing experiences," he adds.