Gillette Labs Stage Powers Up E-Sports at Milan Games Week & Cartoomics 2025

For the 2025 edition of Milan Games Week & Cartoomics, Italy’s leading event for gaming, esports and pop culture, a dynamic space where video games, comics, cosplay, film, TV and music come together, the Game Storm Stage, developed under the creative direction of Dentsu Gaming and produced by PG Esports, will transform into the Gillette Labs Stage. This new platform will become the central hub for the event’s major esports competitions, of which Gillette is the Title Partner, reinforcing the brand’s long-standing role in the Italian market.

This initiative marks a strategic milestone in Gillette’s long-term journey in the gaming space in Italy — a journey we have been pursuing for over six years in partnership with Dentsu Gaming. The aim is to innovate and establish a strong, credible presence in one of the most dynamic cultural territories for new audiences.

“With the Gillette Labs Stage, we bring to MGWCMX 2025 an experience that blends entertainment, competition and gaming culture. We have been working alongside Gillette for years to develop projects capable of engaging communities with authenticity and value,” said Francesco Alivia, director for sport and gaming at dentsu Italy. “This stage is the synthesis of a shared vision: to strengthen the brand’s presence in gaming through high-quality content and truly meaningful moments for fans.”

The Gillette Labs Stage will offer an exciting line up of events throughout the entire Milan Games Week & Cartoomics weekend. The action has kicked off with the final round of the MotoGP eSports World Championship Global Series — one of the season’s most anticipated moments for fans.

The spotlight will then shine on the finals of the Gillette Bomber Championship, the latest evolution of Gillette’s iconic esports tournament. Twenty finalists will battle it out in a dynamic format, crafted in collaboration with Dentsu Gaming Italy and VML Italy, for an entertainment-packed showdown.

The beating heart of the competition is the new mode Fortnite Reload, known for its fast-paced, adrenaline-fueled gameplay — a more intense, competitive twist on the classic Battle Royale that’s already winning over millions of players worldwide.

The event will be hosted by iconic Italian caster Myke, alongside gaming ambassadors Xiuder, Piz, and Lollolacustre, with a lineup of special guests guiding the audience all the way to the Grand Final.

"The Gillette Bomber Championship grows every year along with its community. The final represents the moment when talent, passion, and dedication reach their fullest expression. We are proud to support this journey and to showcase the players in a prestigious setting like the Milan Games Week & Cartoomics,” said Marco Centanni, brand director shave care Italy at Gillette.

Finally, the stage will come alive with a series of high-adrenaline competitions: from Air Action Vigorsol Breeze of Glory to the League of Brands, culminating in the EA Sports FC eSuperCup, which will close the weekend with rhythm, excitement and top-level competition — offering fans and professionals an engaging snapshot of the growing esports landscape in Italy.

Behind the new Gillette Labs Stage is the work of the Dentsu Gaming team, which oversaw the project in every detail. The initiative was led and coordinated by Grazia Convertino, client supervisor and project lead for dentsu, supported by Emanuela Chiappa (head of gaming), Simone Gambardella (senior business development manager) and Luca Scarinzi (gaming and esports executive account), together with the PG Esports production team led by Giada Patano (event manager).

Held at Fiera Milano Rho, Milan Games Week & Cartoomics continues to grow as Italy’s most influential gathering for gaming, esports and pop culture. Last year’s edition welcomed over 125,000 attendees across its three-day program, confirming its status as a benchmark event for fans and industry professionals alike. To relive the highlights of the 2024 edition, watch below.