Dive Brief:

• Heineken is helping gamers connect with others who have similar gaming skills and interests via a new digital service that matches players based on skill level, availability and favorite games, among other criteria, according to information shared with Marketing Dive.
• Created with agency Le Pub Brazil, the Beer Matchmaking platform is part of the “Not All Nights Out Are Out,” campaign, which seeks to break down the stereotype that gamers are antisocial and show that gaming is just another way that people interact.
• To help promote the new platform, the beer brand released collectible editions of its packaging inspired by different types of games: role playing games (RPG), sports, first-person shooter (FPS) and multiplayer online battle arena (MOBA). A QR code on the packaging directs consumer to the platform.

Dive Insight:

Heineken is looking to make inroads with gamers through a matchmaking service, making the activation the latest example of how brands are leveraging the popularity of dating apps like Tinder and OKCupid and incorporating similar use cases into how they engage with consumers. Earlier this year, Netflix worked with Bumble to match users based on their film preferences. Kraft Real Mayo's "Swipe Right for Mayo" campaign is based on company research indicating that dating app users who express their enthusiasm for mayo receive more matches. 

Beer Matchmaking, which launched mid-April, was inspired by a pain point for gamers — wanting to game when none of their friends are available, meaning they have to rely on a game’s matchmaking software. However, such software can potentially match gamers with a player with a much different skill level, making the game unenjoyable. Beer Matchmaking attempts to offer a solution with a platform that promises a better pairing. The free platform is able to match users for several different games, such as Fortnite, Destiny 2 and FIFA 23.

“Beer Matchmaking is part of a larger movement that shows that friendships and good relationships are also built online and through games," said Igor de Castro Oliveira, senior marketing manager for Heineken 0.0 in Brazil, in a statement.

Gaming has become a central touchpoint for connecting with Gen Z consumers. Up to 95% of millennials and Gen Z plays video games in some capacity, according to YPulse data. This massive shared interest provides marketers with a way of connecting to this historically difficult-to-reach audience. Heineken has entered this space before, opening a metaverse space to parody the trend, while giving visitors the chance to interact with brand ambassadors.

The “Not All Nights Out Are Out” campaign is the first by the brand to focus on games worldwide, per press materials. It is supported through discount codes, films, posts, content producers and other promotional content. It has also served as a launching platform for Heineken 0.0, the brewer’s non-alcoholic beer offering. The brewer erected an immersive pub, the Heineken 0.0 Ice Bar in São Paulo, based on the map from the game Valorant.