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Seven Commandments of Esports Communications

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Seven Commandments of Esports Communications WHI THE TESTORY PAMOB P E R The Story Mob is the world’s it comes to effective communica- first communications consultan- tions. Unlike baseball or basket- cy focused solely on esports. We ball, we haven’t had over a hun- came together to form The Story dred years to refine our practices Mob because we believe that and get this right. On the flip side, esports fans are the most we have the ability to reinvent valuable fans in the world, how we employ communications, and there is only one way to reach what channels we use, and how them: through authentic, transpa- best we speak to this new audien- rent, and timely communication. ce. The Story Mob wants to be at We also saw a genuine gap in the the forefront of that journey and market for brands, teams, and to help esports gain its own voice companies who wanted to effecti- - a more connected and vely reach esports fans, but co- authentic voice than any uldn’t quite speak their language. other sport in history. We believe that our esports eco- system has a long way to go when 02 COMMANDMENTS OF ESPORTS COMMUNICATIONS This whitepaper is designed to we must adapt our best practices give a fan-focused view of com- to fit an audience that’s more munications - applicable for teams connected, more demanding, 7and brands alike. We’re not here and more intolerant of bullshit to point fingers or to call out than any that’s come before it. examples of terrible communica- tion in our industry. As with any dense and rich com- munity, points of entry can be dif- Well, maybe a few. ficult to find. Whether it’s a brand looking to dip a toe with a first But, we’re all in it together. sponsorship, or an investor won- And, we all have a lot to dering where best to make their learn. bets, esports doesn’t make it easy. In this whitepaper, we’re Esports is a young industry, and taking a look through the commu- young industries take time to nications lens and adding some build up effective communica- practical advice for those either tions. And, while we can learn looking to take their first step, or from industries all around us - to increase an existing footprint. sports, entertainment, gaming - 03 What can go wrong when brands enter the esports space? After any failed or lacklustre campaign, brands need to look at what part communication played in its downfall. Too often, we see that the lack of any clear strategy meant that the campaign may have been doomed from the beginning - and frankly, you’d have been better off keeping hold of your money. NON-EXISTENT/ LACKLUSTRE COMMS MINIMAL BRAND RECOGNITION AMONG FANS WRONG CHOOSING THE WRONG FAILURE TO CONNECT ACTIVATION/BRAND PARTNERSHIP MEANINGFULLY WITH AUDIENCE REDUCED ROI AT CONCLUSION OF PROJECT DIMINISHED CONFIDENCE IN RE-INVESTMENT FAILING TO CONNECT WITH TARGET AUDIENCE DURING ACTIVATION 04 ATTITUDES TOWARDS BRAND INVOLVEMENT IN ESPORTS POSITIVE NEUTRAL NEGATIVE U.S. 58% 37% 5% UK 51% 43% 6% FRANCE 57% 35% 8% GERMANY Nielsen Esports 2017 Playbook, GOOD NEWS 54% 38% 8% 05 Esports is not one size fits all. Brands should talk to CS:GO fans Esports is an umbrella term for: in a different way than League a) competitive gaming at a pro- fans, and if that isn’t understood fessional level, b) in an organized from the beginning, brands are format (a tournament or league), likely to see failed campaigns. c) with a specific goal (i.e., win- ning a champion title or prize money), and d) a clear distinction FPS between players and teams that are competing against each other. 57% There are several Tier One esports games, including MOBAs 2,3% 14% like League of Legends or Dota 2, 1,2% FPS games like Counter-Strike: Global Offensive or Overwatch, 0,9% 23% and Battle Royale titles like 1,7% Fortnite or PlayerUnknown's Battlegrounds. These audiences FGC MOBA are unique, often do not overlap, and need to be communicated to in very different ways. Data recently published in July 81% by FanAl, an audience moneti- of esports fans only follow their zation platform, suggests that preferred genre on Twitter 81% of esports fans follow , www.fanai.oi only one genre. If your brand is active across more than one 26,704,816 Total Deduplicated Twitter type of game, you will do Handles Analyzed Chart produced by FanAI yourself a favor by paying close attention to how you talk to fans of each. 06 As with all new industries, com- All these errors result in minimal munications tend to take a back brand recognition among the seat, resulting in non-existent, target audience, decreased - if lackluster campaigns. This is a any at all - ROI, and ultimately the mistake. It doesn’t matter how decision to no reinvest in esports. amazing your product or partner- We believe that if fan communi- ship is if you don’t have a clear cation is at the core of an esports strategy of how to get it in front of campaign, chances of success your fans. skyrocket. What’s even worse than not understanding the esports audience is thinking you do – and failing miserably. 07 BRANDS AND ESPORTS: THE GOOD NEWS Here’s the good news for brands out there - esports fans actively want your support. They are aware that their sport and their community is still on precarious early ground and they know that commercial help is the best way to strengthen it and shore up a longer-term future. According to a Nielsen study, the vast majority of esports fans are positive or neutral when it comes to brands entering the space. 08 Esports is a young industry fueled by a passionate and highly vocal fan audience. To target them successfully, here are a few simple command- ments to keep in mind, which are based on years of esports communications experience on the front lines. 09 Commandment One: into their teams and players. Check out Team Liquid’s Squad or TSM: Legends for examples of CREATE VALUE two series that have been extre- mely successful in building brand loyalty. Likewise, it’s not enough for a Is this the most demanding resources flooding into their sponsor to slap their name on a sports audience in history? sport — but the power balance is broadcast to get the ROI they’re It could be. After all, this is the still weighted in their favor. This seeking. To create true value, first sport that’s been designed remains an industry focused on brands need to initiate a by the fans themselves. its audience - and still pursuing change in the esports the dream of a sport that lasts for world that doesn’t already Since the earliest days of esports, generations. exist and offer something esports fans have enjoyed a system that their fandom created It’s critical, therefore, that any and nurtured - zero paywalls, limi- brand within the space, whether ted commercial interruption, and it be team, sponsor, or pro, cre- tournaments brought to them by ates the value for this demanding pros, teams, and organizers, audience. It’s not enough to often investing their own money just show up and play. The to make them happen. most successful teams create extensive content, giving insight In return for this bounty, esports fans had to defend how they spent their time to a mainstream world that not only didn’t under- stand competitive gaming, but considered it a waste of time. As the esports ecosystem has grown, mainstream acceptance has grown along with commercial investment — and fans have reaped the benefits of more money and 10 into their teams and players. to fans they didn’t previo- Check out Team Liquid’s Squad usly have. Intel created value or TSM: Legends for examples of and entertainment for the two series that have been extre- esports fan through the Intel mely successful in building brand Extreme Masters series, while loyalty. Red Bull serves the fighting game community through the Red Bull Likewise, it’s not enough for a Kumite events. Elsewhere, brands Is this the most demanding sponsor to slap their name on a have created original content or sports audience in history? broadcast to get the ROI they’re forged unique partnerships to enable It could be. After all, this is the seeking. To create true value, more effective entertainment. first sport that’s been designed brands need to initiate a by the fans themselves. change in the esports world that doesn’t already Since the earliest days of esports, exist and offer something esports fans have enjoyed a system that their fandom created and nurtured - zero paywalls, limi- ted commercial interruption, and tournaments brought to them by pros, teams, and organizers, often investing their own money to make them happen. In return for this bounty, esports fans had to defend how they spent their time to a mainstream YOU NEED TO BE ALL world that not only didn’t under- IN TO GET ANYTHING BACK. stand competitive gaming, but considered it a waste of time. As the esports ecosystem has grown, mainstream acceptance has grown along with commercial investment — and fans have reaped the benefits of more money and 11 Commandment Two: BE AUTHENTIC As we said earlier, esports fans provide additional resources and are notorious for sniffing out bul- support. lshit. Take The Madison Square That’s why your voice in Garden Company, for instance, esports has to be authen- who acquired the controlling tic.
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