• Drive awareness of PUBG MOBILE during one of the world's biggest sporting moments by placing the brand at the centre of the World Cup fan experience in Berlin.
• Create memorable, shareable experiences that encouraged football fans and existing players to engage with PUBG MOBILE in person.
• Generate authentic creator-led social content to extend the activation beyond the event and introduce PUBG MOBILE to new audiences.

With thousands of football fans gathering in Berlin during the 2026 FIFA World Cup, we transformed PUBG MOBILE from a mobile game into a live fan experience. By embedding the brand within one of the city's largest fan festivals, we combined immersive gameplay, creator partnerships and interactive experiences to connect football culture with PUBG MOBILE's competitive spirit.

To coincide with Germany's World Cup fixture against Côte d'Ivoire on 20 June, Substance Global delivered a social-first activation at MAAYA Berlin, one of the city's premier World Cup fan destinations.

The venue welcomed 3,446 attendees across the day, offering an ideal platform to engage football fans, creators and gamers within a vibrant festival environment featuring live screenings, music, food and entertainment.

Visitors were invited to experience PUBG MOBILE through live gameplay stations set within a fully branded environment. A PUBG character cosplayer, interactive photo booth and exclusive merchandise transformed the stand into a destination that encouraged participation, social sharing and memorable fan moments.

Large-format branding across the venue's giant screen extended PUBG MOBILE's presence beyond the activation space, ensuring the brand remained visible throughout the festival and connecting the experience with the wider World Cup atmosphere.

Exclusive PUBG Mobile merchandise rewarded participation throughout the day, including:

16 Winner Winner Chicken Dinner cushions

30 gold football pendants

The giveaways became highly sought-after collectibles, encouraging visitors to engage with the activation while creating eye-catching photo opportunities that naturally fuelled social sharing.

The branded photo booth also generated more than 90 fan photos, giving visitors personalised keepsakes while creating additional organic content for social platforms.

To amplify the activation beyond Berlin, we partnered with creators @Maxmalle, @dieserkingphil and @n1sev7n, who documented the experience through authentic social storytelling.

Their content showcased gameplay, fan interactions and the atmosphere of the event, helping PUBG MOBILE reach both loyal players and football fans discovering the game for the first time.

By combining live experiences with creator-led content, the activation successfully bridged gaming and football communities during one of the year's biggest cultural moments.

Every element of the activation was designed with social sharing in mind. Interactive gameplay, cosplay, merchandise, branded environments and the photo booth generated a continuous stream of user-generated content throughout the festival.

Creator coverage built anticipation before the event and extended its impact afterwards, allowing PUBG Mobile to participate in the wider World Cup conversation through authentic, fan-first content rather than traditional advertising.

The activation successfully positioned PUBG MOBILE at the heart of Berlin's World Cup celebrations, creating meaningful engagement with thousands of football fans while generating substantial social amplification.

• 3,446 attendees at MAAYA Berlin
• 812,000+ creator video views
• 16,700 creator engagements
• 90+ branded fan photos captured and shared
• 46 exclusive PUBG MOBILE prizes distributed

By combining immersive gameplay, creator influence and shareable experiences, the campaign transformed a global sporting occasion into a powerful platform for PUBG MOBILE, driving awareness, engagement and authentic advocacy among both existing players and new audiences.