Ubisoft, h4rder expand Rainbow Six esports partnership

Ubisoft Brazil and creative agency h4rder have extended their partnership into esports. h4rder will lead creator campaigns designed to expand the audience for Rainbow Six Siege’s competitive scene in Brazil through the rest of 2026 and throughout 2027.

The agreement covers creator selection, campaign coordination and localized content linked to the game’s major competitive events. h4rder will identify creators who fit Rainbow Six Siege and produce content for existing fans and people who do not currently follow esports.

The partnership follows h4rder’s previous work on Ubisoft titles including The Division Resurgence and Rainbow Six Mobile. The agency will use its local market knowledge and creator network across Latin America to reach players who enjoy tactical shooters but may not watch competitive Rainbow Six Siege.

“Our main goal is to introduce Rainbow Six Esports to new audiences, especially to those who appreciate tactical shooters, high-level competition, and great stories,” said Leandro “Montoya” Estevam, Ubisoft’s director of esports for Latin America. “Expanding this partnership is an opportunity to bring all of this history to new audiences, and h4rder was fundamental in finding the creators with the best fit for our product, as well as operationalising the campaign.”

Vinícius Junqueira, h4rder’s business development and operations director, described creators as a way to connect gaming communities rather than as standard advertising channels.

“We see a significant opportunity to connect that established esports community with new audiences, including players who already love tactical shooters but may not yet follow the competitive scene,” Junqueira said. “The key is not simply to put esports in front of more people. It’s to give more people a reason to care about esports.”

Brazilian teams have won four Six Invitational world championships and five Six Major titles. The country also has a large domestic Rainbow Six Siege fanbase that has filled major venues for events. The game has less visibility in Brazil than Counter-Strike 2 and League of Legends.

Ubisoft said Brazil has generated more than $14 million in revenue for regional organizations through its R6 Share affiliate program. The program gives participating organizations revenue linked to Rainbow Six Siege products and sales.

The agreement gives h4rder responsibility for creator identification, campaign delivery and content planning around the game’s competitive calendar. The companies did not disclose the financial terms.

Reviewed and fact-checked by Alex Panasenko on November 5.