Launching a new card game app in a saturated gaming market is hard. Launching one where the core audience spans football fans, gamers, and Twitch communities — with very different habits and cultural codes — is harder. The challenge wasn't just to generate awareness. It was to create a single live moment capable of crossing all three worlds simultaneously, and converting that attention into real downloads.

A product launch only works if it feels like an event worth showing up for. Sleeq built the entire campaign around one idea: make the Helios Games feel like a real competition, not a promotional stunt. By centering the format on a live elimination tournament on Twitch, with real stakes, real prizes, and Allan Saint-Maximin himself in the final, the event became the reason to download the app — before, during, and after the stream.

Sleeq conceived, produced, and activated the first edition of the Helios Games from end to end. A 16-player live tournament on Twitch, broadcast on June 27, 2026, hosted by Julien Tellouck and co-animated by @adyboo, with participants including Maxime Click and other creators from the gaming and entertainment space. The format was designed for live tension: elimination rounds, real-time audience interaction, premium rewards including Rolexes and luxury goods, and a final showdown against Allan Saint-Maximin himself with doubled winnings on the line. Around the event, Sleeq sourced and briefed all talent, coordinated pre-event teasing content across each creator's channels, and managed the full production of the live. The app download push was embedded throughout: built into the stream, the creator content, and the event narrative itself.