Mindshare’s eSports and gaming business started out as an experiment, but its captain, Liu Yi, plays to win. The team has grown to become Mindshare’s most-awarded unit and serves some of the world’s largest clients, including KFC. He helped launch KFC’s Colonel KI, a personified algorithm capable of generating highly accurate, real-time winner predictions for the popular eSports game League of Legends. The campaign ended up driving over 70 minutes of daily exposure and won over 30 local, regional and global awards, including two Grand Prix, one Platinum, 10 golds and I-COM’s Overall Best Campaign for 2019. Liu Yi passionately prototypes marketing solutions in China, including creating the largest set of collectible cards with gaming incentives for KFC, working with virtual idols, and bring the first in-game commercial placement to top mobile game, Glory of Kings.