CASE · SEASON ONE · FEB–APR 2026
Who is Sweden's best gaming family?
cheez™ cup — the first adventure inside FUN.G.I. Made with OLW cheez®, Fuse and Esplay.
cheez™ cup
Three months ago we launched The Fun Gaming Initiative™ with OLW cheez®, Fuse and Esplay / efotboll.se on one simple belief: with seven in ten parents playing with their kids, gaming is the new campfire.
cheez™ cup set out to answer one question: who is Sweden's best gaming family?
The format was simple. A credible FC26 tournament where you had to play together as a family to win. Open to everyone. Competitive at every level. Streamed live every Friday — Fredagsmys 2.0.
- 624
- Family teams
- 1.3M
- Long-format views
- 5 min
- Average view time
- 72,000+
- Live interactions
- 86%
- Earned reach
- 0%
- Observed negative commentary
6.3 million minutes watched — more than 24 years — across 346 posts, stories and eight live Fridays.
cheez™ cup final report, March 2026. Delivered, not projected.
Live every Friday with Matilda, Perra, Jewanderz and Ben Mitkus. Final event: Sweden's first champion gaming family crowned in front of a live audience of 50,000+.
A loop, not a campaign.
Announce.
Creator-led posts and stories every week.
346 in total — awareness and sign-ups from inside the community, not outside it.
Play.
Eight Friday qualifiers, 128 slots each, two families through every week.
Sixteen finalist families. One live final.
Amplify.
Every qualifier cut into fast-moving clips the same night,
sent back into social to fuel the next Friday.
Eight Fridays. Sixteen finalists. fungi.gg/cheezcup.
“Only 14% of the attention came from paid media. The rest travelled because families, players and audiences wanted to be part of it.”
While screen time is often framed as a problem, cheez™ cup showed another side of the story. With the right format, the screen becomes a meeting place. Play becomes connection. The way it's always been.
“Friday nights have always been about coming together. With cheez™ cup we do it in a new way, in an environment where families already are. It's playful, inclusive, and feels completely natural for us.”— Johanna Torstensson, Head of OLW cheez®, Orkla
Presented by OLW cheez® · Created by Brands People Love · Produced with Fuse (part of Omnicom) and Esplay Group / efotboll.se · Creators: Matilda, Perra, Jewanderz, Ben Mitkus · And every family who joined.
cheez™ cup is the first adventure inside FUN.G.I — connecting families through play.
With Love. · FUN. LOVE. PLAY.
Look book
cheez™ cup, as it happened.
