How Guseppe Pizza Became the Ultimate Streamer Fuel

Every serious gamer knows the struggle: you’re in the middle of an intense match, your team depends on you, and all of a sudden, the hunger strikes. The dilemma is real – prepare a timely meal and lose valuable gaming time, or snack on something unsatisfying just to keep playing.

This universal gaming challenge presented the perfect opportunity for Dr. Oetker’s Guseppe pizza. As a product that transforms from freezer to plate in minutes, frozen pizza offers the ideal solution for gamers who refuse to compromise between satisfying meals and continuous gameplay. But how could Guseppe establish itself as the authentic gamer’s choice in a highly competitive frozen food market?

Guseppe by Dr. Oetker overcame these challenges by leveraging inStreamly’s personalization technology to transform pizza preferences into community engagement, making their product part of gaming culture rather than simply advertising to it.

Strategic Challenge: Becoming Part of Gaming Culture

Guseppe wanted to establish itself as the preferred quick meal for gamers, focusing on three key variants: classic Ham & Mushroom, traditional 4 Cheese, and their bold new Salami & Cheddar Sauce. The competitive landscape required more than standard product promotions.

The frozen pizza category is ideal for gamers seeking minimal interruption to gameplay, but communicating this benefit requires overcoming significant ad resistance. Gaming audiences are particularly sensitive to marketing that feels inauthentic or interrupts their content consumption.

Streamers were to pick their favorites

To meet this challenge, Guseppe partnered with inStreamly to implement a “Streamer’s Choice” approach using their custom overlay technology. The system worked by allowing each individual streamer to select their personal favorite pizza variant when joining the campaign:

1. Streamers selected their preferred flavor through inStreamly’s platform
2. The technology delivered personalized overlays featuring only their chosen variant
3. Each display included the streamer’s name and personal recommendation
4. Animations showcased key ingredients before revealing the full product

The campaign recruited 1,896 Polish streamers across different gaming communities. What made the implementation particularly effective was how it sparked organic debate – viewers began discussing their own pizza preferences, creating playful “pizza tribes” within stream chats.

Clear streamer preferences emerged across the platform:

• Ham & Mushroom: 754 streamers (39.8%)
• 4 Cheese: 618 streamers (32.6%)
• Salami & Cheddar Sauce: 524 streamers (27.6%)

Creating Pizza Tribes: Campaign Results

The campaign recruited hundreds of Polish streamers across various gaming communities. What made the implementation particularly effective was how it sparked organic conversations. Viewers began discussing their own pizza preferences in chat, debating which flavor was superior, and forming playful “pizza tribes” based on their favorites.

The engagement in the campaign exceeded our expectations, especially since it marked the debut of a new Guseppe pizza flavor: Salami & Cheddar Sauce. Over a quarter of streamers chose this pizza, which is a great result! We are even more satisfied with the increase in Brand Lift survey indicators, which confirms that Guseppe has become firmly established in the gaming community – a key group for our brand.

Aldona Burska-Szypszak, Product Manager, Dr. Oetker Polska

The campaign delivered exceptional results across key metrics:

• Brand perception as “pizza for gamers” increased by 10 percentage points (64% to 74%)
• Purchase consideration rose by 11 percentage points (53% to 64%)
• Ad recall nearly doubled, increasing by 33 percentage points (45% to 78%)
• Over 48,000 pizza-related chat messages detected during campaign period

Authentic community discussions around the brand

Gaming audiences reject traditional advertising because it interrupts and intrudes. Guseppe succeeded by giving streamers genuine choice and letting communities organically engage. inStreamly’s technology enabled personalization at scale—1,896 authentic recommendations instead of one forced message.

The campaign demonstrates what’s possible when brands integrate into gaming culture rather than simply advertise to it. Guseppe didn’t just reach gamers. It became part of their conversations.