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Riot Branding e Marketing Strategy 2021
The document outlines a brand strategy for Riot Games focusing on their franchises, particularly around the Brazilian League of Legends Championship (CBLOL) and the launch of Valorant. It discusses demographic insights, brand relevance, and marketing strategies while addressing concerns like declining engagement and website traffic. Recommendations include boosting community support and partnerships, enhancing digital experiences, and employing data analytics for targeted marketing.
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Riot Branding e Marketing Strategy 2021
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- 2. Creation of afranchise model with CBLol 2021. Plan of studios and arenas for the teams. Valorant launched with exclusive competitions on the national scene. Sponsorships in KitKat, Gillette, MasterCard and Dell's CBLOL. CB Academy 2021 has a record for women, Goku and more; see curiosities of the 1st Split. Context. ANALYZE by RAFAEL LEITÃO Brand Strategy rafaleitao.com Global § There are more than 100 million players worldwide; § Brazil is the sixth country in number of players; § The 2018 World Championship final had 99.6 million viewers; § The prize of Riot Games, owner of the game, was US $ 2.25 million in the world; § The fans also raised another $ 4.2 million for the teams; Brasil § 85% are between 16 and 30 years old; § 60% have completed higher education; § 85% follow the Brazilian LoL Championship - CBLoL; § 52% say they like electronic sports more than traditional ones, such as football and basketball. GLOBAL BRAZIL HIGHLIGHTS
- 3. Brand Relevance ANALYZE by RAFAELLEITÃO rafaleitao.com § The relevance of League of Legends has been steadily declining since 2016. § Valorant at its launch had a significant search period in early 2020 and remains of significant relevance to the category. § Riot Games since the middle of 2019, has gained relevance in searches, launching new products increases the relevance of brand searches on Google. Google Trends Brand Strategy
- 4. Brand Relevance ANALYZE by RAFAELLEITÃO rafaleitao.com § Highlight for the growth of the relevance of the Valorant brand, compared to its main competitor, it has a better positioning of several months since January 2020. § April 2020 period had a record of searches for the game on Google, a result that CS has not had for more than 5 years. Google Trends Brand Strategy
- 5. Brand Relevance ANALYZE by RAFAELLEITÃO rafaleitao.com § Over the past 5 years, CBLOL's relevance and brand recall has been steadily falling on Google. § Evaluating the performance of the lolesports.com website, in which Brazil has an average representation of 6%, the region has been falling in terms of content consumption. In addition to the drop in the number of accesses in the last 3 months. Google Trends Similar Web Brand Strategy
- 6. “More competitors” “Digital brand reminder drop down” “Needmore public diversity” “Reinforce Constantly Brand Contend” by RAFAEL LEITÃO rafaleitao.com INSIGHTS “Attack the SEO weaknesses” “Marketing automation to exploit conversion” “Marketing automation for PT support” “Need to centralize user behavior and journey into a single view” Brand Strategy
- 7. Marketing. ANALYZE by RAFAEL LEITÃOrafaleitao.com PLATAFORMA SEO SOCIAL MEDIA & SOCIAL LISTENING BRANDED CONTENT COMMUNITY MANAGEMENT MEDIA PERFORMANCE AWARENESS CONSIDERATION CONVERSION MARKETING AUTOMATION COMMUNICAT ION AUTOMATION LOYALTY DMP EVENTOS E COMPETIÇÕES INFLUENCERS PUBLIC RELATIONS PARCERIAS first players SUPPORT Brand Strategy
- 8. Digital Experience Support ANALYZE byRAFAEL LEITÃO rafaleitao.com WEBSITE FORM APP FORM GAME FORM EMAIL CONFIRMATION EMAIL ATENDIMENTO EMAIL QUALIFICAR ATENDIMENTO 3’s 18h 5m § Automated order confirmation, but completely in English (bad). Test presented with a credit card payment problem. § Order answered after 18 hours (bad), it is not clear that the service is business hours. Proper communication tone and total product control. § Request for qualification of the attendant in an easy and fast way, with content suitable to the target. Email completely in English (bad). Brand Strategy
- 9. Digital Channel. ANALYZE by RAFAELLEITÃO rafaleitao.com Lolesports.com § Visits Average: 35M § Brazil Representation: 6.23% § Time Navegation: 00:01:35 playruneterra.com § Visits Average: 750K § Brazil Representation: 5.53% § Time Navegation: 00:01:13 wildrift.leagueoflegends.com § Visits Average: 1.1M § Brazil Representation: 1% § Time Navegation: 00:01:38 playvalorant.com § Visits Average: 6M § Brazil Representation: 7.32% § Time Navegation: 00:02:00 teamfighttactics.leagueofleg ends.com/ § Visits Average: 413K § Brazil Representation: -1% § Time Navegation: 00:00:23 br.leagueoflegends.com § Visits Average: 1.9M § Brazil Representation: 95% § Time Navegation: 00:01:35 § Global platforms for all products, except Lol which has a dedicated URL. § Browsing times of all channels are low, average of 1 minute, demonstrates the lack of interest in the content of the website. § Brazil is on average in third place in the participation of number of users between the channels. CONSIDERATIONS Similar Web Brand Strategy
- 10. by RAFAEL LEITÃOrafaleitao.com DIGITAL - Paid: SEM, Native Video, Social Media, in-APP Ads, Influencers. Organic: PR, Trade Content, SEO, ASO, Social Media, Referral Links, Affiliates. OFFLINE - Public Relations, Physic Events and TradeShows DIGITAL - SEM, Programmatic, Remarketing, Look a Like, ASO, SEO, Trade Content, Social Media. OFFLINE - PR, Influencers, Affiliates, OBJECTIVE STRATEGY Focus on generate AWARENESS about Riot and Product Brand, driving traffic to the Website or Landing Pages. Generate Sales with RETENTION engaging the user with new products Focus on contribute in total CONVERSION for Download CAMPAIGN VISIBILITY CUSTOMER BUY PROMOTE AWARENESS CONVERSION REFERRAL RETENTION STRATEGY GROWTH INSIGHTS Is when your customers become fans and start selling your own product for you. Is what happens if you can get all four steps working. This is about getting the word out there. Ads, cold emails, flyers, whatever it takes. Is about turning these passers- by into customers. Is giving customers a good time so they keep paying you. CHANNEL Explore Inverse Funnel with DMP Marketing Funnel ANALYZE Focus in Influencers and Promotes the products and Brand REFERRAL Listening the users, adapt the plan through analytics and Social Media with focus in GROWTH DIGITAL - Social Media, Branded Content, Blog, Communities, Forum,. OFFLINE – Promotion, Skins, Benefits, Partnerships. DIGITAL - Social Media, Branded Content, Blog, Video Influencer, Communities, Forum,. OFFLINE – Partnerships, PR, Physic Events, Competitions. DIGITAL – Social Listening, Digital Analytics, Forums, Research. OFFLINE – Call Research, Focus Group, Call Analytics. Brand Strategy
- 11. Brand Idea. ACTIVATION by RAFAELLEITÃO rafaleitao.com Creates Digital Insights strategy with Data Management Platform. Unify customer journey view into a single view, integrating all points of contact. Automate marketing strategy with insights from the platform. Integrate marketing activation with data platform. BUSINESS INTELLIGENCE Develop partnerships with brands related to the user's Game consumption journey. Good examples can be related to fashion brands such as Reserve for Skins development. Food delivery market as the Ifood brand. STRATEGIC PARTNERSHIPS Support educational institutions that support children and adolescents with a social project to learn programming for Game. eSports: Develop junior level championships in public and private schools. SOCIAL POSITIONING Develop partnership with design and programming schools.for start the Game Design Curriculum is theway to share the love for and knowledge of games to students everywhere. We designed it with accessibility top of mind—any teacher with access to the internet and a printer should be able to teach students how to design a fun game. COMMUNITY EDUCATION 1 2 3 4 Brand Strategy
- 12. Brand Idea. ACTIVATION by RAFAELLEITÃO rafaleitao.com Define online sales strategy through a partner channel in the marketplace, unifying sellers who sell official products from Riot Games brands. Integrate promotional actions between official products and game skins. MARKETPLACE Use DMP to identify potential users with a profile to work with Riot, to activate the strategies: 1. User support 2. Affiliate Program 3. Expert Academy, content products for user support. PEOPLE ANALYTICS Affiliates program to drive news and new products. For the development of courses and training related to the business. COMMUNITY AFFILIATES 6 7 8 Develop a greater number of content to support the community of beginners, in partnership with game influencers. Increase the volume of TradeMarketing content to publicize the game at strategic points and with partners. Produce dynamic content for dissemination in format for Whatsapp and Stories. COMMUNITY EDUCATION 5 Brand Strategy
- 13. Brand Idea. ACTIVATION by RAFAELLEITÃO rafaleitao.com Reinforce the positioning of the CBLOL brand, through the marketing and communication strategy, with influencers and partnership with communication channels such as Globo.com and SporTV. Integrate data from CBLOL franchisees into DMP, to support the marketing strategy. CBLOL ENGAGEMENT 9 Develop a program to support Start ups that have difficulty representing the market, supporting a theme related to Diversity: Blacks, LGBD. Offering mentoring, structure and education support. Program that resembles “Underepresented Program”. START UP GAME 10 Explore better Riot Brasil profile on Spotify, keep updated with Playlist dissemination and sharing strategy. MUSIC GAME 11 Brand Strategy
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