Supertext and Brands People Love in strategic partnership – building Sweden's new campfire for family entertainment

PRESS RELEASE · 1 SEPTEMBER 2026

Stockholm, 1 September 2026 – Families used to gather around the TV. Now they increasingly gather around games.

In an international study of more than 6,800 participants, 65 percent of parents said they play together with their children. Among them, 63 percent named quality time as one of the main reasons. The behaviour already exists. What has been missing is a unifying entertainment platform built for it.

Brands People Love and Supertext are now launching a long-term partnership around FUN.G.I™ – The Fun Gaming Initiative. The partnership combines BPL's family entertainment, formats and commercial model with Supertext's Swedish communication infrastructure for families, school classes, sports teams and other groups.

The result is FUN.G.I™, powered by Supertext: a shared entertainment universe where families can be invited into tournaments, live broadcasts, challenges, rewards and physical events.

One shared world. Many adventures.

“Gaming has already become the new campfire of the home. What's new isn't that gaming is the biggest. What's new is that the generations are starting to gather there together. With Supertext we can move from individual productions to recurring family entertainment at national scale, inviting families in where they already organise their everyday lives. We are in dialogue with those who want to lead their category – with experiences people want to be part of together, not just consume next to each other. Cultural relevance in a 100% positive context, and a new canvas,” says Carl-Christian Dyrssen, founder of Brands People Love.

From screen time to shared time

The debate about screen time, social media and young people's wellbeing is both important and justified. But it needs to be about more than the number of minutes in front of a screen. Content, context and adult presence matter too.

The American Academy of Pediatrics highlights that shared media use and co-playing can open up conversation, strengthen the relationship between children and adults, and give parents a natural opportunity to understand and guide their children's digital lives.

FUN.G.I's goal is therefore not to create more screen time, but to make part of the time that already exists more meaningful, safe and social. The platform is built to encourage shared activities both online and offline, with parents, children and grandparents as participants rather than passive spectators.

“Supertext is already the place where families, classes, teams and clubs make everyday life work. With FUN.G.I we add something that has been missing: more reasons to actually do things together. BPL contributes the ideas, the productions and the commercial engine. We contribute the established relationship, the technology, the ability to invite, and to create a gathering point in our upcoming community format. It's a very natural combination,” says William Søraa, Managing Director at Supertext.

The model is already proven

The first season of cheez™ cup, created within FUN.G.I together with OLW cheez® and Esplay Group, turned a traditional football game tournament in FC26 into shared family entertainment.

The results:

• 624 registered family teams
• 1.3 million long-format views
• around five minutes average view time
• more than 72,000 chat messages
• more than 24 years of accumulated view time
• only 14 percent paid views

Families played together, followed the live broadcasts and met in a final where Sweden's first champion family within the format was crowned.

cheez™ cup thereby became a first proof of the FUN.G.I model: entertainment that creates participation, community and measurable action – funded by brands but chosen by the families themselves.

A new role for brands

For brands, FUN.G.I means something other than traditional advertising. The partner is not an interruption around the experience, but an enabler of it.

“Communication that feels like culture always lands well – and scales like media.”

The model is built on three steps:

• Love – experiences and content families want to be part of.
• Fame – live broadcasts, creators and stories that create cultural spread.
• Action – invitations, participation, offers and measurable activity through Supertext.

A limited number of annual partnerships with category exclusivity is now opening for brands that share the passion for family life.

Every partner gets their own role in the FUN.G.I universe and contributes to a growing national calendar of family activities.

For families who want to experience the world together, and not just next to each other.

Playful presence. Online and offline.

FUN. LOVE. PLAY.

Press contact

Carl-Christian Dyrssen
Founder, Brands People Love
calle@brandspeoplelove.se

About FUN.G.I™

FUN.G.I – The Fun Gaming Initiative – is a long-term entertainment platform that brings generations together through positive, shared experiences. The platform spans tournaments, live broadcasts, challenges, events and other activities families can experience together – online and offline.

fungi.gg

About Brands People Love

Brands People Love builds its own entertainment platforms, formats and cultural initiatives at the intersection of brands, gaming and popular culture. BPL is behind work with OLW cheez®, Coca-Cola, AXE, Gillette Labs and MAX Burgers, among others.

brandspeoplelove.gg

About Supertext

Supertext is a Swedish group communication platform with around 750,000 users. Through a combination of app and SMS, Supertext helps families, school classes, sports teams, clubs, workplaces and other groups organise their everyday lives. Supertext is Swedish-owned and stores its data within the EU.

Sources

• WildBrain/Savanta, The Family Mediaverse: Building Bonds Through Shared Entertainment, 2024
• American Academy of Pediatrics: Why Co-Viewing Is Important, updated 2026
• Results from cheez™ cup are based on BPL's and the project's combined campaign reporting, 2026.

See FUN.G.I →