The Leader Story 02 - Introduction to Esport in Marketing, by Riot Game
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The document discusses how sports marketing is adapting to the digital age and rise of esports. It notes that esports has a huge, passionate audience for brands to engage with. Major brands like Coca-Cola, Intel and Red Bull are highlighted as examples of companies that have successfully adapted their sports marketing to embrace esports through long-term sponsorships and custom content. The document also compares the popularity of traditional sports like soccer to esports like League of Legends in Vietnam, finding esports is increasingly engaging audiences there.
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The Leader Story 02 - Introduction to Esport in Marketing, by Riot Game
- 1. Sports Marketing in the Digital Age Riot Games May 2017
- 4. The most overused social media quote ever
- 6. How is media adapting to the attention economy?
- 7. Attention Economy Results: Record High levels of Cynicism Fake News more important than Real News.
- 8. How are brands adapting? Celebrity Sponsorships Shortform Daily Content PR Stunts
- 9. And sponsorships. Lots and lots of platform sponsorships
- 10. Social media is a beast that consumes content
- 11. Sponsorships are content creation engines that power social media
- 12. And when was the first sponsorship? 1870s
- 13. As everything evolves: Magazines to Websites News to Fake News Sports to eSports
- 14. Esports – Sports for the Digital Age
- 16. Which website has the fourth highest traffic after Google, Netflix, Apple and Facebook?
- 18. USA Today – October 31 - 2016
- 20. Sports versus eSports 2013 viewership numbers
- 21. Our Worlds Finals by the Numbers • 14.7m Peak Concurrent Viewers • 43m Unique Viewers
- 22. Traditional Sports Ratings are feeling the impact.
- 23. Traditional Sports Franchises Adapt
- 24. eSports fans by the numbers 43% have a higher income than the US average 30% are Women 57% support companies that support their causes 58% looking to try new brands 53% willing to share personal info with brands 48% first to buy new tech *MEC – Spotlight on eSports 2016
- 25. What eSports Sponsors get Authenticit y in a Cynical World A Clean Slate – Few brands have yet to embrace eSports A Gigantic, Passionate Audience
- 27. Doesn’t every brand want to be young, dynamic and digital?
- 28. Coca-Cola • Coke has been a major sponsor of League Of Legends for the past several years, and has organically built their reputation in eSports. • @CokeeSports is the brand’s second biggest Twitter account (after @cocacola) • Recently launched eSports Weekly in collaboration with IGN.
- 29. Intel • Intel Extreme Masters has been running for 10 years • Feturing bluechip game titles like like Counter-Strike, League of Legends, and Starcraft. • More than 100,000 people came to their 2015 event in Poland.
- 30. Red Bull • The energy drink has extended content marketing strategy into eSports • An entire section of its media house is dedicated to eSports • Red Bull hosts college tournaments across the world, and is especially strong in the UK market.
- 32. What is Vietnam’s biggest sport?
- 33. When was the last time you saw a soccerball?
- 34. A comparison of League of Legends (LMHT) versus Soccer (Bong Da) 0 0.5 1 1.5 2 2.5 3 3.5 Troll Bong Da Footballer Công Phượng Vietnam Manchester United Fans Vietnam Arsenal Fans OpFmus Saigon Jokers MisThy QTV Vietnam Esports Youtube Lien Minh Huyen Thoai
- 35. Hard Questions And what does Vietnam look like for eSports?
- 37. THANK YOU