Why KRC Genk prefers gaming over shouting

Anyone who thinks gaming for football clubs is just a matter of “doing something with Fortnite” is way off the mark. At KRC Genk, they don’t pretend, they actually build something real: gaming is not a campaign channel, it is a culture. Because if you want to connect with young fans, you don’t need to shout louder, you need to play smarter.

Alexander Dumon, marketing strategist at KRC Genk, explains how gaming did not become a gimmick for them, but a deliberate way to build a community.

From stands to Twitch

KRC Genk had no interest in TikTok dances or “trendy” campaigns that miss the target audience. They looked at where younger generations actually are. Not in the stands, not on TV. But on Twitch. On Discord. In Fortnite. In Rocket League.

And that’s where the story began.

“We wanted to reach young people without pushing them, we wanted to be relevant for them,” Alexander says.
“Gaming wasn’t a goal in itself, but a logical bridge.”

Instead of forcing their brand into that world, they chose co-creation. For example, Genk hosted its own Fortnite tournament. Not as a billboard, but as a facilitator of play with community at the centre.

No branded bullshit

Many brands engage in “gamification” without understanding the game. KRC Genk does not.

“We don’t want to be a gimmick,” says Alexander. “We want to contribute.”

That means: knowing the culture, understanding the codes, and not trying to advertise in a world where authenticity is sacred.

Their Discord server? It’s not about match tickets, but about memes, FIFA voice chats and inside jokes only Genk fans understand.

Their content on Twitch? Not staged, but authentic. And that’s exactly why it gets watched.

“We notice that young people feel more connected to the club,” says Alexander.
“Not because we sell them something, but because we play along.”

Gaming as a community lab

The results: no millions of views or viral TikToks, but sustainable fan relationships. Young people suddenly show up in the stadium because they connected with Genk through Fortnite.

Now they have a strong Gen Z fan base, all without push campaigns.

“Gaming is our community strategy. We learn every day what works and what doesn’t.
Our club is no longer a brand that directs, but a platform that facilitates.
And that makes all the difference.”

@krcgenkesports We challenged visitors at Belgium’s biggest BAM Marketing Congress to a 1v1 🎮 Beat us? Win a FREE #AmbilightTV by #Philips! #mijnploeg #giveaway #marketingcongress #1v1challenge #PhilipsTV #BAM2025 ♬ original sound - KRC Genk Esports

ROI? You bet.

Alexander is the first to admit that not every action immediately delivers ROI. But he sees the impact.

“We don’t generate leads from Discord. But we do create a deeper bond with young people.
And that bond translates into engagement, loyalty, and long-term sales.”

Even for partners, gaming opens the door to new narratives.

“We’ve built collaborations that weren’t possible before.
Because partners know this truly lives with us.”

Want more than just reach?

At No Noob, we don’t help brands to “just do something with gaming,” but to be credible within the culture.

We co-create communities, concepts and connections.

Ready to really join the game? Let’s play.

Curious about the full episode? Watch it here