Belgium-based gaming and esports agency Unlocked has announced a partnership with snack brand Pringles Europe.

As part of the deal, both entities have launched a new year-long European gaming influencer campaign named #StayintheGame. The campaign will be split into segments, each highlighting under-loved aspects of popular gaming and esports titles.

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A spokesperson for Unlocked told Esports Insider that each segment is championed by a different Game Master, tasking communities and other creators to participate in gaming challenges.

The campaign debuted with the ‘Stay in the Game Dragonriding Circuit’, a World of Warcraft-based challenge centred on in-game dragon racing, a mechanic introduced in the game’s latest expansion, Dragonflight.

Naguura, a prominent WoW creator for Team Liquid, was selected as the first Game Master and worked with Unlocked to create and host the challenge, posting updates on her social media and Twitch streams.

AnnieFuchsia, Trenacetatetv, Psybear, OkayMage, Zmok, Djarii, as well as Sjeletyven and Roiben from Method Guild, were among the verified challengers who participated in the first instalment of the campaign. Challengers received Pringles Ultimate Gaming Kits, custom packages of Pringles gaming merchandise and attempted the Dragonriding Circuit live on their streams.

The challenge culminated in a live showdown streamed on Naguura’s Twitch channel at the Pringles branded studio in Unlocked’s headquarters in Belgium.

The challenge precedes the upcoming Dragonflight Season 2 Race to World First, the bi-annual World of Warcraft esports event which sees the game’s top guilds compete to be the first in the world to complete just-released end-game dungeons.

Jan-Hendrick Heuschkel, Head of Business Development at Unlocked, commented on the partnership: “It’s a pleasure to be trusted by such an iconic brand like Pringles for our European home market, with their successful engagements in the gaming & esports scene for many years.

“The #StayintheGame campaign will be sure to surprise and delight many corners of Europe’s varied and diverse gaming fandoms with our playful online activations with great influencers and our mind-popping live studio shows produced in our Belgian HQ.”

This isn’t the only gaming and esports activity for Pringles this year. Pringles France partnered with esports organisation Team BDS; Pringles Benelux partnered with the Belgian Student League; and Pringles UK joined forces with UK-collegiate esports operator NSE and has sponsored Northern Europe’s VALORANT Challengers League, Polaris.