Every year, the Fighting Game Community (FGC) comes together at EVO, the world’s premier fighting game tournament. Held from July 19-21, 2024, at the Las Vegas Convention Center, EVO 2024 brought the intensity of competitive gaming to life. Players, fans, and creators from around the globe came together for three days of intense competition, camaraderie, and celebration of some of the most iconic games. This year’s lineup featured iconic titles such as Street Fighter 6, TEKKEN 8, Guilty Gear – Strive, Street Fighter III, Mortal Kombat, and more.
REV/XP was there, representing Chipotle, to tap into the pulse of this community. Our activation at EVO 2024 was designed to enhance the player experience, build community, and showcase the powerful partnership between Chipotle and FCG. By integrating seamlessly into the event and adding genuine value to the FGC, rEvolution reinforced its position as a leader in the gaming space. EVO 2024 was not just an event; it was a celebration of community and competition at the intersection of gaming and culture.
rEvolution’s Role at EVO
At EVO, rEvolution and REV/XP had one primary goal: supporting Chipotle in their strategy of adding value to the FGC and building culture alongside them. On behalf of Chipotle, rEvolution designed a lounge where attendees could participate in Community TEKKEN 8 tournaments, win custom Chipotle sling bags, and relax in a comfortable environment. On behalf of Chipotle, rEvolution hosted meet and greets with top FGC talents like Sajam, PhiDX, and DSG esports team, drawing lines that wrapped around the booth. The Chipotle Community Lounge became a hub for engagement, connection, and cultural exchange. Additionally, our very own Tony Yuan even participated in EVO, competing in the tournament and representing rEvolution proudly. This successful involvement underscored our deep connection to the community and our commitment to being an active player in the FGC.
The Impact on Chipotle
Chipotle’s partnership with EVO has allowed the brand to reach a diverse audience within the growing gaming community. Historically underrepresented by brands, FGC is now seeing the benefits of a partnership that adds value and elevates the community. From rewarding pool winners with free Chipotle entree cards to collaborating with artists and creators, rEvolution has helped make Chipotle a cultural mainstay in the Fighting Game Community. The positive social chatter, fan art, and cheers for Chipotle’s ads in the arena are testaments to the brands success.
Here’s a firsthand account from our rEvolution team members, Chris Mann, Senior Vice President of REV/XP, Tony Yuan, Director REV/XP, Theodore Gwyn, Account Executive REV/XP, who were on the ground, experiencing all the action at EVO 2024.
Chris Mann’s Insight: “EVO 2024 proved a massive success for our clients at Chipotle and the event. Setting a record for the most individual entrants at an esports tournament with over 10K unique players, EVO is both a premier global competition and a community gathering. Chipotle’s partnership with EVO, TEKKEN 8, and top FGC creator Sajam continues to unlock unprecedented brand love. Whether online or in the crowd cheering for Chipotle’s ads during the grand finals, EVO delivered for both Chipotle and the community.”
Tony’s Take: “EVO Las Vegas 2024 was impressive, showcasing a second year of unprecedented growth in the community, competition, and gaming culture. Competing at EVO for the first time was a thrilling experience that I’d definitely do again. EVO has become the modern-day Mecca for fighting game players, representing the pinnacle of competition and culture that defines this new golden age of fighting games.”
“Giving back and creating opportunities for others in the gaming community was extremely rewarding. Coming from other game genres, I have a newfound love and appreciation for the energy and passion of the FGC.”
Theodore’s Perspective: “The energy from the moment I got there was amazing. The welcoming nature of the FGC stood out the most. Whether you’re a seasoned pro or a newcomer, everyone is treated with respect and kindness. The event embraces diversity, bringing together people from all walks of life. It felt more than just a competitive event; it felt like a massive reunion of like-minded individuals who share a deep passion for fighting games.”
“Connecting with community members who traveled from different countries to compete or support their friends was a highlight. EVO truly feels like a safe space where people can be themselves.”
For more insights on REV/XP and Chipotle, check out REV/XP Presents – A Conversation With FGC creator, Sajam, and Chipotle’s Director of Brand Partnerships, Scott Robinson, at the link here.