Episode number eight of the eSports iQ podcast series takes a no-holds barred look at three issues that hinder widespread audience growth for competitive video games. Specifically, why Riot Games CEO Nicolo Laurent’s statement that, “…by the end of the century most top sports are going to be esports,” will not age well unless the […]
“I got a really big team. They need some really big rings. They need some really nice things.” Drake Chinese team Edward Gaming (EDG) are League of Legends (LoL) world champions – claiming the Summoner’s Cup by beating rivals DWG KIA for the organization’s first championship at Riot Games’ Worlds 2021. The final five game series took place in Reykjavik, Iceland and attracted over 4 million viewers outside […]
“Those who tell the stories rule society.” Plato Coca-Cola is making noise with its first global campaign since 2016. During its rollout, Selman Careaga, president of the global Coca-Cola category, called the Real Magic campaign, “a new philosophy that will guide everything we do with our brand,” adding that Coca-Cola, “will invite everyone to embrace the magic of humanity.” Coca-Cola celebrated the ‘Real Magic’ […]
This is the final entry in a three part series. Click here to download the entire guide (PDF). Your brand can achieve icon status in esports and gaming through cultural branding. Where gamers value your product for what it means to their identity first, followed by its functional benefits. Cultural branding differs from the three main models prevalent in conventional marketing today – emotional, mindshare and viral (see […]
Having spent the last 20 years scribbling notes and drawing tournament brackets to calculate how long they would take I've finally got round to writing an ebook with a secret formula. This formula comes in 2 parts - one is for online tournaments and the second is for live [...]
Over the past week we’ve seen several sponsors terminate or re-consider their agreements with Activision-Blizzard and the Overwatch League. This comes on the back of several allegations and lawsuits aimed at AB for mistreatment of female employees. Kellogg’s is the first to terminate while State Farm and Coca-Cola are considering their [...]
Creating an esports marketing campaign involves lots of moving parts and considerations. In this article we've broken these parts and considerations into 10 items. By working through all 10 parts you will be in a great position to create a campaign that connects with your target audience and meets your business objectives. Contents Setting [...]
What is structured multiplayer? Before going into how it impacts your esports campaigns we should first define it. This will help us identify examples in current esports games and the types of games that use it. It will also enable us to begin listing the ways it impacts the thinking around [...]
