From Game to Real Life: Copa Brings the Action Beyond the Screen

Betano’s international campaign for the FIFA World Cup 2026 uses gaming culture to highlight the raw emotion of football fandom under the theme “Believing Makes it Real.” Created by Wieden+Kennedy São Paulo, produced by Primo Buenos Aires, and finished by Nexus London, the film follows a lonely NPC, or non-playable character, who escapes a synthetic football video game world to experience the unpredictability, intensity, and shared emotion of a real World Cup.

Set to a reimagined version of “Mr. Lonely,” the film contrasts a cold, automated digital environment with the vibrant, communal energy of live football. The story positions football passion as something too powerful to be simulated, emphasizing how belief, anticipation, and collective excitement transform the tournament into a unique emotional event.

The campaign will run across 14 countries in South America and Europe, supported by on-the-ground activations and fan engagement initiatives throughout the tournament. Localized adaptations have been created for different markets, including country-specific versions and three main character adjustments designed to reflect regional cultural differences.

According to Kaizen Gaming Betano’s Global Marketing Director Pablo Puertas, the brief was to capture the “raw and collective” feeling of being a football fan for a global campaign spanning multiple markets. He said the FIFA World Cup represents the highest level of global sport, and the brand wanted the campaign to match that scale and emotional weight.

Wieden+Kennedy Group Creative Directors Felipe Paiva and José Ferraz said the concept was built around a journey from a sterile, automated universe into a world where belief changes everything. They said the contrast makes football emotion feel impossible to program, and helps the campaign resonate globally while still speaking to the unique spirit of the World Cup.

The campaign also reflects Betano’s expanding relationship with FIFA. The brand was recently named an Official Supporter of the FIFA World Cup 2026 Tournament for Europe and South America, following earlier partnerships for the FIFA World Cup Qatar 2022 and the FIFA Club World Cup 2025.

By linking gaming imagery with the communal drama of live football, the campaign aims to position Betano at the center of one of sport’s most emotionally charged global events.