What if a game could change the course of young people’s future? In many underserved communities across Brazil, talent and opportunity still rarely meet, not due to a lack of skill, but due to a lack of access.

Artplan, one of the largest independent agencies in Brazil, in partnership with AfroReggae, a Brazilian non-governmental organisation that works to drive social transformation among disadvantaged young people, and with support from Garena – a global developer and publisher of online games – created Freedom Recruitment, an initiative that transforms a Free Fire tournament into a talent identification platform.

This movement stems from an unhappy observation. Individuals exposed to violence and raised in environments where aiming skills are part of daily life tend to stand out in shooter games, where precision and reflexes are key. The difference lies in how this potential is recognised and applied. It also capitalises on the rapid growth in gaming across the country. According to the 12th edition of Pesquisa Game Brasil (PGB 2025), 82.8% of Brazilians consume digital games, the highest rate ever recorded by the study.

The idea worked as a new kind of “tryout,” bringing together young players from different communities in matches held on restricted servers. More than the final result, the focus was on identifying players with above-average shooting skills, a direct indicator of aim control and precision.

A hybrid talent identification system combined technology with human insight. During the matches, an NFA dashboard powered by Garena data analysed, in real time, performance indicators linked to combat efficiency. At the same time, scouts and pro players monitored the matches to identify individuals with consistency and strong performance in direct confrontation scenarios.

Throughout the process, young players with outstanding performance were identified through this mapping and began to be supported by AfroReggae, through AfroGames, that provides training, mentorship, and ongoing support, including financial assistance, enabling participants to build a career path within the gaming ecosystem and access new future opportunities.

“For decades, the recruitment of young people in underserved communities has been associated with crime. Now, an initiative proposes a new kind of recruitment – into the digital economy through gaming, expanding possibilities for people in these communities,” stated Danilo Costa, executive director of AfroReggae.

“We wanted to look at gaming as a new access pathway, identifying existing talent and creating a new possible route. When you create the right context, this talent stops being invisible and starts transforming its own trajectory, which was previously on the margins of opportunity,” added Rodrigo Almeida (Monte), CCO at Artplan.

The initiative uncovered talent that had previously gone unnoticed and expanded access for young people from underserved communities to a growing market, while it also reinforced the role of gaming as a tool for inclusion and social transformation.

Credits:
Agency: Artplan
Dreamers Group CCOs: Rodrigo Almeida and Rafael Gil
Artplan CCOs: Rodrigo Almeida, Rafael Gil and Marcello Noronha
Executive Creative Directors: Alex Adati, Ricardo Weitsman, Renato Simon and Roberta Moraes
Creative Directors: Pedro Galdi, Pedro Rosas, Eric Ribeiro, Felippe Mendonça and Rafael Jardim
Creative Team: Pedro Galdi, Pedro Rosas, Gustavo Luz, Thomas Davini, Gustavo Silva and Camila Cicolo
General Director Artplan Rio: Ana Paula Sanchez
Head of Business & Client Services: Cristiana Miranda
Account Director: Priscilla França
Account Manager: Rachel Selouan
National Head of Planning: Paula Lagrotta
Project Director: Aurora Blotta
Project Managers: Andrea Headler, Victoria Calçada and Thais Arrais
National Head of Media: Joana Chulam
Creative Data Director: Carolina Amorim
Head of Production: Camila Naito
Audiovisual Director: Felipe Cunha
Audiovisual Production: Tatiana Torres
PR: Cláudia Nascimento and Luciana Thomaz

Production Company: Sentimental
Audio Production: Hefty
E-Sports Production: HB&CO

Client: AfroReggae
Executive Director: Danilo Costa
Social Director: Karla Soares
Operations Director: João Paulo
Public Relations Director: Diego Santos
Head of Communication & Partnerships: Rafael Santos
Filmmakers: Miguel Gonzales, Carlos Azevedo and Don Felipe