The Fun Gaming Initiative · Connecting Generations
A new world of family entertainment.
Why it matters
Read more“Shared media use and co-play can open up conversations, strengthen the relationship between children and adults, and help parents guide their children’s digital lives.”
Together. Not just next to each other.
Building on what we have in common, and together with more than one million families, celebrity ambassadors and the most popular brands, we set out to explore the future of campfire entertainment and storytelling. It all starts with an invitation, and builds on active participation and co-creation at scale.
Playful Presence
We exist to increase the amount of quality time with our loved ones by bringing fun and love into play. FUN.G.I™ is a new world of entertainment for families who want to experience life together — not just next to each other.
LOVEFUNPLAY
Campfire Fridays
What to expect
For brands →
A new world of adventures · The play element
Play is the active ingredient of the model. Tournaments and leagues for the team you already have at home — proven in season one of the cheez™ cup. Who is the best gaming family in the Nordics?
Fundraiser · The love element
40 of the biggest stars. Eight celebrity teams compete to raise the most money for Rädda Barnen. Roadshows and deep dives along the way — gaming environments that bring the parents along.
A new kind of talent show · The fun element
A new stage for young talent, and the largest digital creator contest we can build. It turns screen time into co-creation: kids make something, families take part, and the whole country gets to watch it happen.
02 — The proof · Season one: cheez™ cup, with OLW cheez®
Five minutes of active view time, in a market where advertising measures seconds. 86% earned, not bought.
A football gaming tournament in FC26 became shared family entertainment. Sweden’s first champion family was crowned live. Doing something people want to be part of matters: 86% earned reach and 0% negative commentary.
32 finalist families · 1 champion
6.3M minutes watched · 2.8M earned reach · 19.9M brand impressions · 346 posts & stories · 0% negative commentary · live audience 50,000+ at the final
cheez™ cup final report, March 2026. Every number here is delivered, not projected.
Read the cheez™ cup case →Presented by brands we love
The BPL model · Brand Love · Fame · Action
1M+ families
Love
Your name on the invitation. More than one million families in the community, 750,000 of them active every month. Not an ad in a feed: a personal invitation. Families invite families.
40 Fridays
Fame
Live from the Studio every Friday, and twelve months a year in the largest channels. Millions of fans watching.
100 years
Action
Of quality time, in one season. Families show up, play, create and give. Delivered, or made good.
The invitation creates participation. The campfire earns the fame. Families do the rest.
Participation, audience and shared-time figures are planned season targets. Delivered cheez™ cup results are shown separately above.
For brands, agencies and publishers
Eight seats. One per category. One year.
The invitation
Together with more than one million families, the most relevant stars and the most popular brands.
FUN.G.I — The Fun Gaming Initiative — is the entertainment platform for the first generation playing the same games with its kids that it played itself. Tournaments, live broadcasts and events built for families to do together, not just next to each other. Empowered by Supertext.
Brands People Love builds owned entertainment platforms, formats and cultural initiatives at the intersection of brands, gaming and popular culture. BPL stands behind work with OLW cheez®, Coca-Cola, AXE, Gillette Labs and MAX Burgers.
Supertext is a Swedish group communication platform with approximately 750,000 monthly users. Through app and SMS, it helps families, school classes, sports teams, clubs and workplaces organise everyday life. Swedish-owned, data stored within the EU.
Press contact
Carl-Christian Dyrssen · Founder, Brands People Love · calle@brandspeoplelove.se
With Love. · FUN. LOVE. PLAY.
For brands →Audience figures: BPL audience analysis, 2026. Co-play behaviour: WildBrain/Savanta, The Family Mediaverse, 2024 (n = 6,800+). Swedish co-play: Power of Play, Sweden, 2025. Co-viewing guidance: American Academy of Pediatrics, updated 2026. cheez™ cup results: BPL and project campaign reporting, 2026.
© 2026 Brands People Love
