Two families. Two houses. One game world laid over both of them. CASA CLASH drops a live competition into ordinary homes — the sofa becomes cover, the kitchen doorway becomes a chokepoint, and several million people watch a father of three take out a table lamp with his elbow. No stage, no studio, no production rig: the arena builds itself out of whatever room the players are standing in.

Qualifying runs year-round in the app, which means the broadcast final is the end of a season the audience has already been playing in. Every household is a venue. Every run is a clip. The show does not go looking for an audience — it is made out of one.

But the show is only the surface. The property owns — or partners on — every layer beneath it: the games, a slate of original competitive titles built for the format and owned outright, running on standard consumer headsets, with room for guest titles each season; the hardware, the VR gear the families compete on; and the platform, the app and site where every run streams live all season and lives on as VOD — a season-long channel held by the brand or a media partner that may or may not be the broadcast Network.

A family format with an eSports engine underneath it, built for a living room, a phone feed and a primetime slot at the same time.