CYNOPSISeSPORTS & GAMING
07.28.16
It’s Thursday, July 28, 2016, and this is your weekly early morning eSports & Gaming brief.
The eSports Advertising Bureau is formally opening its doors, lining up an Advisory Board that includes Turner, Twitch, Major League Gaming, The Madison Square Garden Company, Canoe and Magid Advisors. The organization’s mantra will look to offer marketers with tools “so they can confidently invest media dollars to a sports category that is still widely unknown to advertising brands” that include publication of common ad metrics, offering eSports ad landscape education and guidance to marketers, and promotion of best practices. Stuart Lipson will serve as the organization’s Executive Director.
“Imagine the value we could provide to every seller if the first 15 minutes of every meeting weren’t dedicated to explaining what eSports is and isn’t and what the magnitude of the opportunity is,” said Lipson. “There are two things that are dangerous: the first is people who do neck curls and pretend that they get it even though they don’t; the second is people who don’t get it and don’t tell you so it becomes an archeological dig, they take your materials and it ends up at the bottom of a pile. The beauty of the advisory board is that we’ve gone across the ecosystem so that we can make sure everybody’s interest is represented, including the venue.”
“We took what could be new and complicated to folks and made it really easy,” said Chris Pizzurro, Head of Business Development, Sales & Marketing at Canoe. “People generally don’t like new. New can be scary and people can get fired over new. But if you have an adjustment to something, people are asked to go over that and it isn’t as scary. I’ve taken that approach with VOD, and people have been extremely successful moving 5-10% of linear TV budgets over to video-on-demand. For eSports, you start from the basis that it is sports. Everyone likes sports. Then you trigger from there, starting with what’s familiar and then do into the point that unique and differentiating about it.”
COMPETITION
Las Vegas is poised to play host to the Battle on the Strip, a new monthly eSports event from Ultimate Media Ventures. The company is partnering with SLS Las Vegas Hotel & Casino for the tournament, which will feature online brackets each month for a different IP from top competitive video game titles. The resort then plays host to the series semi-finals and finals, which will be held live and broadcast from The Foundry with fans able to attend on-site during the finals and secure premium gaming products from leading industry brands. Over the next three weeks, UMV will announce game and broadcast partners, brand sponsors and additional prize pool details. “Esports is rapidly growing in popularity and expanding past traditional sporting events, in large part, due to its interactive live tournaments,“ said Matt Minichino, Vice President of Nightlife & Entertainment at SLS Las Vegas. “Competitive gaming represents the future of entertainment, and we are excited to partner with Ultimate Media Ventures to be the first to bring this incredibly unique experience to the Strip.”
The International e-Sports Federation got a major financial injection this week, announcing a partnership with Alibaba Sports Group that will include a $150 million investment into competitive gaming. According to the announcement, the deal will look to accomplish three goals: launch a tournament which all amateur e-Sports players and professional e-Sports players can participate; push for eSports to be recognized as a sport; and the launch of a unique IP. “This partnership is one big step to IeSF. I believe IeSF and Alisports will maximize each other’s strength by this partnership, said IeSF President Byung Hun Jun. “I also believe eSports Stadium can be transformed to be a fashion place for Youth. IeSF will make our all effort to be with more e-Sports fans in more countries together with Alisports from now on.”
With season one of ELeague nearing its climax, the eSports entity revealed its plans following this week’s championship. The outfit is teaming with FACEIT, the world’s leading independent competitive gaming platform, to produce The Overwatch Open tournament that will feature an online phase run by FACEIT for European and North American teams, as well as Regional and Grand Finals, that will take place at Turner Studios’ ELeague arena in Atlanta. The Grand Final will be presented live on TBS, with simultaneous coverage available via Twitch. “This opportunity to feature Blizzard’s popular Overwatch further expands our eSports offerings and aligns ELeague with a game that is widely embraced by the community,” said Craig Barry, EVP and Chief Content Officer, Turner Sports. “We look forward to bringing the same level of production and storytelling capabilities we’ve demonstrated throughout the first season of ELeague to this championship event.”
ESL unveiled plans to launch 2017 with an event in South East Asia, with the first stop for the ESL One circuit taking place at the Arena of Stars in Malaysia. The $250,000 tournament dedicated to Dota 2 will be held in partnership with Genting Resorts, marking the company’s second major event in South East Asia in less than 12 months.
The International 2016 will see the prize pool for the Dota tournament top $18 million, according to the Dota 2 prize pool tracker website. Valve initially provided a base prize pool of $1.6 million, with fans able to purchase in-game cosmetic items that would see 25% of its sales add to the prize pool
Machinima is hitting China via a new exclusive licensing deal with the Chinese Internet company Sohu, Machinima will offer ad-supported programming available on the Online Video PGC platform, Sohu’s online video service. Content included in the licensing deal will range from original series to eSports content.
Crytek announced that Warface is coming to ESL with the launch of the ESL Go4Warface online tournament series. The Go4Warface tournament series will launch with players joining together in teams to compete in weekly tournaments for cast and the eight top-performing teams becoming eligible for a monthly final tournament. The first tournament begins on Aug. 7 and is free to enter for players and teams of all levels of experience.
INSIGHTS
Amid recent controversies over skin gambling, where players bet with virtual items, a recent study from Narus Advisors and Eilers & Krejcik Gaming forecasts mammoth growth for the industry. The research projects the industry to top $7 billion in value this year and growth to hit as high as $22 billion in 2020. Numbers in the chart are handle (total amount wagered), not revenue, and reflect the market value of the skins bet. Currently, 44.79% of the skin gambling market is done over the outcome or actions from an eSports tournament.
A CYNOPSIS MESSAGE
Model D Awards
Call for entries in search of the best online video content + advertising
Entry Deadline: August 4
Awards Event: November 4 // NYC
Previous winners include
AT&T, Bravo, Food Network, Hulu, NBCUniversal, SONY & many more. View the full list of past winners,
and then start your entry today.
PUBLISHING & PLATFORMS
A Eurogamer leak states that Nintendo’s new console will be dedicated to mobile play, with the company’s upcoming Nintendo NX system apparently set to become a fully-dedicated portable console. According to the report, the device features its own display and is completely portable but will feature a docking station for gamers to play on a normal TV while utilizing cartridges.
Meanwhile, Microsoft is preparing for its own new consoles by announcing that current Xbox One 500GB systems were will priced at $249 while supplies last. Packages include the Gears of War: Ultimate Edition bundle, the Special Edition Quantum Break bundle with white console, and the Name your Game bundle, which allows consumers to choose a full game download.
2K is partnering with USA Basketball to bring the full roster of the 2016 USA Basketball Men’s National Team, including coach Mike Krzyzewski, to NBA 2K17. Fans who pre-order NBA 2K17 will receive the legendary 1992 USA Basketball “Dream Team”, along with a special USA Basketball MyPLAYER jersey to customize their USA Basketball experience. The game marks the debut of Krzyzewski into the series. “Basketball has become an iconic part of American sports heritage, and I’m thrilled that fans can play with this year’s roster in NBA 2K,” said Krzyzewski who, since 2008, has coached the USA Basketball Men’s National Team to four straight international tournament gold medals. “NBA 2K17 is the best way to connect to legends of the past ‘Dream Team’ while celebrating the success of this year’s roster.”
The ESA announced that Nordic Games, Pop Up Gaming (PUG), and Technicolor have joined trade group to up its membership to 36 companies. “Our newest members exemplify our creative and dynamic industry,” said Michael D. Gallagher, president and CEO of ESA. “Nordic Games, Pop Up Gaming and Technicolor will bring additional expertise and insights into the ways games drive innovation and engagement, not only in entertainment software, but across sectors. We look forward to working with these proven leaders to inform technology and video game policy, and continue to propel our industry forward.”
Legendary Digital Studios is teaming with Square Enix to launch a digital series based on multi award-winning video game, Life Is Strange. The project will be developed and produced in conjunction with Dmitri Johnson and Dan Jevons of dj2 Entertainment. “Life is Strange is one of those rare properties that combines incredibly developed characters and storylines with deeply engaging gameplay,” said Greg Siegel, Senior Vice President of Development and Production for Legendary Digital Studios. “It lends itself perfectly to live-action imaginings. We couldn’t be more excited to partner with Square Enix, DONTNOD Entertainment and dj2 to bring the world of Arcadia Bay to life in an exciting new way.”
Most-streamed games for the week ending July 24, according to Gamoloco:
1.
League of Legends – 17,676,411 hours watched
2.
Dota 2 9,333,465
3.
Hearthstone 7,864,326
4.
Counterstrike 5,999,413
5.
Overwatch 5,242,351
6.
World of Warcraft 2,681,325
7.
Pokemon Go 2,672,934
8.
Call of Duty: Black Ops III 2,345,810
9.
Dead by Daylight 2,272,904
10.
Minecraft 1,692,931
MARKETING & PROMOTION
Electronic Arts saw fans select Marco Reus of Borussia Dortmund to become the global cover athlete of EA Sports FIFA 17. Over the past two weeks, fans voted on the official cover athlete with over 3.1 million ballots being cast.
NASCAR’s Tony Stewart will battle some eSports all-stars today at 6:30p as part of a new promotion between ExxonMobile and Stewart-Haas Racing. The driver will take on drivers from the iRacing League in the Mobil 1 Virtual Showdown, set to be carried live online, on iRacing’s Twitch and YouTube channels. “It’s unique for a real-world NASCAR driver and an eSports driver to go head-to-head on an equal playing field, and I’m looking forward taking on some of iRacing’s finest sim drivers,” said Stewart. “The Mobil 1 Virtual Showdown gives me an extra turn in the No. 14 Mobil 1 Chevy before Kevin, Danica and I all hit the Tricky Triangle track on Sunday with our Mobil 1 paint schemes.”
Red Bull is backing eSports event Red Bull 5G with the launch of limited edition ‘Gaming’ 4-packs next month, which will offer unique codes to unlock in-game add-ons. According to Talking Retail, Red Bull head of category marketing Gavin Lissimore said: “This campaign will be pitting the best gamers from North against the best gamers in the South. When the campaign launched in the states with Destiny, a huge global game, we saw consumption of Red Bull whilst Gaming double.”
eSports team The Immortals are partnering with MeUndies in a sponsorship play that will include a video launched on their Facebook page this morning at 9a. The lifestyle clothing brand looks to offer consumers an upgrade in “underwear drawers around the world with super soft undies in bold prints,” with the video showcasing how the company helped each player find their perfect pair.
Blizzard announced that the 10th BlizzCon, on Nov. 4-5 in Anaheim, will be available to fans unable to attend via the BlizzCon Virtual Ticket. The purchase will showcase “live HD coverage of the show on two online channels, giving gamers at home a front-row seat to the developer panels, contests, and other activities at the show.” Bonuses include in-game items, access to BlizzCon Loot and more. Free coverage will include the opening ceremony and the eSports tournaments taking place at the event. Meanwhile, DIRECTV customers in the US will be able to purchase a PPV for $39.99.
BOSSES
Former PlayStation VP of Third Party Relations and Developer Technology Group Adam Boyes is heading to Iron Galaxy Studios as its new CEO beginning August 8th. Chelsea Blasko has now been named Chief Product Officer.
Lucid Games announced that Brian Woodhouse will join the developer as Head of Business Development.
POWER PLAYERS: Turner Sports’ Craig Barry
As ELeague builds up to this weekend’s championship, the professional eSports organization launched by Turner and WME/IMG, will see semifinal coverage begin tomorrow at 5p from Cobb Energy Performing Arts Centre in Atlanta as Fnatic/Na’Vi battle on Twitch, followed by mousesports/Virtus Pro at 10p on TBS/Twitch. The Championship will then be held on TBS on Saturday at 4p. Cynopsis asked Craig Barry, EVP and Chief Content Officer, Turner Sports about Championship Weekend, year one and the company’s recent deal for Overwatch.
Barry on this week’s Championship: Since the onset of ELeague’s first season, our emphasis has been on pushing our productions to the highest level possible. We’ve focused on bringing that high production quality to every aspect of our eSports coverage, regardless of platform, while also expanding on the rich narratives surrounding the teams and players. Those same principles will be driving our productions as we reach the pinnacle of our season this weekend. Ultimately, the crowd at Cobb Energy will play into our overall production of the event. Part of moving to a larger venue is a greater opportunity to capitalize on the passion and enthusiasm of the fans and that will be important in creating an exciting atmosphere for our championship.
On viewership: With eSports, evaluating success is more directly associated with the aggregate audience and overall engagement with our content across all platforms digital, linear and social. The consumption of ELeague content across those collective platforms has been consistently strong throughout our first season. We’ve been very pleased with the overwhelmingly positive response from the community and believe we’ve established a firm foundation to further grow our eSports offerings as we move forward. Some of the general trends are consistent with what we see in other live sporting events, being match-up and storyline driven. For instance, we’ve seen a larger spike in traffic when a star performer such as Olofmeister was competing or when a popular North American team like Cloud9 was in action.
On personalities: One of our goals entering ELeague was to showcase more of the personalities and stories behind the teams and players. Combined with our coverage approach and their own abilities to connect with fans through their social media presence, we feel like there is definitely strong potential for players to expand their profiles even further as we grow together. Personalities have been an important part of our ELeague coverage, especially as it relates to our on-air talent. One of the most critical pieces to our success has been the chemistry between our on-air talent and their abilities to connect with fans and develop lasting appeal with hardcore and casual fans alike. They deserve a lot of credit.
On Overwatch: Blizzard has a strong reputation for developing games with outstanding gameplay, visuals and user experience. Overmatch launched with great enthusiasm and momentum within the community and it’s a relatively easy game to understand. We felt it would translate well across all platforms. This also presents ELeague with an opportunity to be part of the progression of the game as it becomes a mainstream eSport.
On sponsor feedback: ELeague has presented a fantastic opportunity for our official marketing partners Domino’s, Arby’s, Buffalo Wild Wings and Credit Karma to evolve with the platform and be innovative with their messaging to consumers. Our sponsors have done an amazing job of creating branded content that resonates directly with eSports fans. I’ve never seen as much positive feedback from fans on social media in support of sponsors as I have surrounding the integrations in our first season of ELeague. We’ve even had chants for some of our OMPs during live event telecasts. I haven’t seen anything like it before and it goes to show, when you do it the right way and stay authentic to the community, brands can establish a deep connection with their audience.
GAMING SPOTLIGHT- Trailers that struck a chord. Sonic’s New Run.
Sonic hits the big 25 and SEGA is showcasing its upcoming titles Sonic Mania and the untitled original game for release on console and PC in 2017. While Sonic Mania pays tribute to the earlier games as a 2D platform game, the trailer for the other game takes it to a new level, from the team that brought fans Sonic Colors and Sonic Generations and ready for consumers by Holiday 2017. Check it out here.
ON THIS DAY in 1999: EA locks in a licensing agreement with Major League Soccer.
Trivia:
Which gaming brand featured the slogan “Now you’re playing with power”? (Email chris-sports@cynopsis.com with your answer and be sure to include your name, company and city.)
Answer to Our Last Sports Trivia Question: Who is your first opponent in the original Punch-Out? Answer: Glass Joe. Kudos: Chris Jalandoni-Bleacher Report/NY; Eric Wright_DS Simon Media/NY; Dan Grappone-Viacom Media Networks/NY; Ty Mullen-Mullen Arts & LGE/West Chester PA; Brian Traynor-WME/IMG/NY; Glen Ross/DC; Joey Olson-Frantic Design/Fairfax; Tom Moore-Kalt Productions/LA; Paul Gygli-NBCUniversal Television Distribution/Universal City; Shane Igoe-Superhuman/LA; Aditya Putcha/LA.
Later — Chris
Chris Pursell for Cynopsis | eSports @VegasandVine
07.28.16
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The post 07/28/16: eSports Advertising Bureau locks in opening lineup; Vegas braces for Battle on the Strip; ELeague powers up championship run appeared first on Cynopsis Media.