Jeremiah Curvers attended eTail Toronto 2025 to dive into cutting-edge ecommerce and omnichannel retail strategies reshaping consumer behaviour and brand growth. This event offers high-velocity insights for marketers and brand leaders aiming to connect smarter, not just sell harder.
Jeremiah Curvers, Co-Founder & CEO of Polysleep, will take the stage at eTail Toronto 2025 (October 7–8, Hyatt Regency Toronto) to discuss how unconventional storytelling can reshape retail marketing.
His talk, “What Gaming Can Teach Retailers About Connection,” builds on Polysleep’s award-winning Woolen Warfare campaign — a Fortnite-based initiative that blended fun, competition, and sleep awareness to connect with an audience that traditional advertising often can’t reach
On stage, Jeremiah reveals a striking parallel between gaming culture and modern retail:
- 70 % of North Americans identify as gamers, the most resistant to typical ads.
- Gamers value authenticity and shared experiences, much like today’s online shoppers.
- The takeaway? In both worlds, connection beats conversion.
Polysleep recognized this overlap and used it to shape its marketing voice. By entering Fortnite’s creative ecosystem, the brand spoke the gamers’ language — not through banner ads, but through a playable story about rest, competition, and balance.
In the custom Fortnite map Woolen Warfare, players were told simply: “Quit and go to bed after three consecutive losses.”
That tongue-in-cheek message sparked a wave of engagement:
- 96 K+ players in North America and Europe in the first week
- 100 M+ social-media impressions10 + streamers & influencers joining the movement
- Thousands of contest sign-ups and PR mentions
By turning gameplay into a wellness conversation, Polysleep positioned itself as a brand that understands culture — not just sleep.
At eTail Toronto, Jeremiah will connect these gaming insights to retail challenges:
- How to earn attention from ad-immune audiences.
- Why brands must blend entertainment, education, and empathy.
- How creative experimentation can humanize even high-tech ecommerce.
As he puts it, “To innovate in retail, we must learn from how gamers engage — not by selling harder, but by connecting smarter.”
Jeremiah Curvers’ session at eTail Toronto 2025 bridges two worlds — gaming and retail — to illustrate how culture, creativity, and community can fuel brand growth. Through Woolen Warfare, Polysleep proved that marketing built on understanding human behavior can drive real-world impact.
Stay tuned after eTail Toronto 2025 for Jeremiah’s recap on what the gaming mindset can teach the future of commerce, storytelling, and customer connection.
