Sports Marketing in the Digital Age - Vietnam Business Event - Copy.pdf · *MEC – Spotlight on...
Transcript of Sports Marketing in the Digital Age - Vietnam Business Event - Copy.pdf · *MEC – Spotlight on...
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Sports Marketing in the Digital Age
Riot Games
M2 Marketing
January 2017
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The most overused social media quote ever
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How is media adapting to the
attention economy?
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Attention Economy Results:
Record High levels of Cynicism Fake News more important than Real News.
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How are brands adapting?
Celebrity Sponsorships Shortform Daily Content PR Stunts
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And sponsorships. Lots and lots of platform sponsorships
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Social media is a beast that consumes content
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Sponsorships are content creation engines that power social media
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And when was the first sponsorship?
1870s
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As everything evolves:
Magazines to
Websites
News to
Fake NewsSports
to eSports
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Esports – Sports for the Digital Age
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Which website has the fourth highest traffic after Google, Netflix, Apple and Facebook?
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Sponsorship revenues
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USA Today – October 31 - 2016
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Sports versus eSports
2013 viewership numbers
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Our Worlds Finals by the Numbers
• 14.7m Peak Concurrent Viewers
• 43m Unique Viewers
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Traditional Sports Ratings are feeling the impact.
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Traditional Sports Franchises Adapt
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eSports fans by the numbers
43% have a higher income than the
US average 30%
are Wome
n
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
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What eSports Sponsors get
Authenticity in a Cynical World
A Clean Slate – Few brands have yet to
embrace eSports
A Gigantic, Passionat
e Audience
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Doesn’t every brand want to be young, dynamic and digital?
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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.
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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.
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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.
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A comparison of League of Legends (LMHT) versus Soccer (Bong Da)
0
0.5
1
1.5
2
2.5
3
3.5
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Hard Questions
And what does Vietnam look like for eSports?
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THANK YOU