KSI and IShowSpeed faced off live in a Fatal Fury battle from the immersive space below Piccadilly Lights, with every move streamed directly onto the screen above. 

the cHALLENGE

The Ring Magazine and SNK wanted to make history and merge gaming culture with the energy of a live fight announcement. It needed to be a big celebration of the launch of Fatal Fury: City of the Wolves and build anticipation for the first-ever fatal fury boxing card event happening days later at London’s Tottenham Hotspur Stadium – headlined by the long-awaited fight between Chris Eubank Jr and Conor Benn.

the SOLUTION

To achieve maximum impact, The Ring Magazine and SNK brought global influencers KSI and IShowSpeed to the heart of London to compete in the ultimate 1:1 gaming showdown. The two went head to head and fought for the Fatal Fury champion belt, broadcast live directly from Landsec’s immersive space below, onto Piccadilly Lights. As the game was played in real time, hundreds of spectators gathered in Piccadilly Circus to watch the action unfold, in a takeover that generated over 100m* social media impressions.  

OUTCOMES

• 431 social media posts*

• 109m social media impressions*
  
  * Pulsar 2025