BPL announces a new family entertainment format – OLW cheez® first out

Stockholm, 2 February 2026

Brands People Love proudly presents The Fun Gaming Initiative — a new, long-term initiative bringing brands, creators and families together around positive, shared gaming experiences. The initiative builds on a clear cultural shift: gaming has become the modern equivalent of TV night — the new campfire in many homes.

74 percent of families who game do it together. Seven out of ten Swedish families game every week. And almost eight out of ten adults want more time together with their family.

At a time when screen time is so often discussed as a problem, Brands People Love chooses to focus on what the screens are actually used for — and how they can become a place for togetherness, play and community for the whole family.

“"We talk a lot about limits, and far too little about content and parental presence," says Carl-Christian Dyrssen, founder of Brands People Love. "When families take part together, something else happens. The screen becomes a place for community, not a barrier. The Fun Gaming Initiative wants to counter unhealthy screen habits by creating room for meaningful, shared experiences. Our ambition is to build Sweden's new family entertainment — safe, inclusive, and made for the big screen in the living room."”

OLW cheez® first out — launching cheez™ cup

First to activate the initiative is OLW, launching cheez™ cup — a recurring family gaming tournament where family members compete together. Registration opens for families on 13 February. The premiere takes place on 20 February, with live broadcasts every Friday on Twitch, produced to be watched together at home — Twitch for the big TV.

Live, every Friday at 19:00

cheez™ cup takes its starting point in one of Sweden's strongest cultural spaces: fredagsmys (the Swedish Friday night in). Games families already love playing together are combined with the best of esports culture — clear rules, a warm and playful tone, and a live format hosted by well-known creators Ben Mitkus and Hannes "Perra Baby" Headlund.

“"Fredagsmys has always been about coming together," says Johanna Torstensson, responsible for OLW cheez® at Orkla. "With cheez™ cup we're doing that in a new way, in an environment where families already are. It's playful, inclusive, and feels completely natural for us."”

A new framework for brands in gaming culture

The Fun Gaming Initiative is not a one-off event, but a long-term framework for how brands can become part of gaming culture — without disrupting the experience, and instead by strengthening it.

The initiative combines live broadcasts, creators, top-quality content and physical meetups in one coherent ecosystem — always in a safe, family-friendly and positive context.

“"Many brands want to take up space in gaming, but few do it in a way that feels long-term and relevant," says Chris Drake at Fuse, part of Omnicom. "The Fun Gaming Initiative is built on the insight that entertainment, community and business don't have to be in conflict. This is content people actively choose — not advertising that interrupts."”

The starting shot for more partnerships

The launch together with OLW marks the starting point for The Fun Gaming Initiative. Over the course of the year, more brands will join with their own activations within the same framework — all built on the same core idea: families taking part together, every week, in positive contexts.

cheez™ cup is therefore not only a tournament, but the first chapter in a larger initiative aiming to establish gaming as Sweden's new family entertainment.

About cheez™ cup

cheez™ cup is the first family adventure within The Fun Gaming Initiative — a new world of family entertainment where gaming brings families together around shared experiences. The format is an esports league in FUN.G.I. version, developed specifically for families and joint participation.

cheez™ cup is presented by OLW, who have acquired the naming rights to the league and are therefore title partner of the world's first organised family league in esports.

Registration opens on 13 February. The tournament premieres on 20 February 2026 and is broadcast live on Twitch, produced to be watched together on the big TV screen at home.

About FUN.G.I.

FUN.G.I. (The Fun Gaming Initiative) is an initiative and format owned by Brands People Love, who are also the responsible publisher. The Fun Gaming Initiative is a long-term family entertainment platform that turns gaming into shared, recurring family experiences — where brands take part through value-creating content that people actively choose. The initiative serves as a platform for future collaborations with brands, creators and rights partners within family entertainment.

Partners

cheez™ cup is delivered in collaboration with Fuse (part of Omnicom) and the Esplay group, who are responsible for the competition platform and technology. Esplay owns, among other things, efotboll.se, Sweden's leading platform for organised digital football.

Read the cheez™ cup-case→

FUN.G.I →