FROM OFF-LIMITS
TO MAIN STAGE
Elevating high school gaming into
a legitimate national esports stage
In Japan, gaming was seen as off-limits for students
discouraged by parents and disconnected from future careers.
Coca-Cola set out to change that.
Inspired by the country’s iconic Koshien high school baseball tournament,
we created Stage:0; a nationwide esports competition uniting students
across every prefecture.
More than a tournament,
it reframed gaming as a legitimate path and helped shape the next generation of Japanese esports players.
RESULTS:
• 2,145 schools JOINED across Japan
• 7.98 million viewers DURING live broadcasts
• NOW ON ITS 4TH YEAR, still HELD ANNUALLY
