08/24/23: Nintendo’s drip-feed strategy for highlighting upcoming DLC content

Thursday August 24, 2023

Good morning! It’s Thursday and this is your early morning Esports and Gaming brief.

Nintendo’s drip-feed strategy for highlighting upcoming DLC content in Pokémon Scarlet and Violet is hitting all the right notes in the media and sends an interesting message for marketers in the games space.

While The Pokémon Company’s methodology here – giving bits and pieces such as new Pokémon here, a broader look at gameplay there – creates not just a longer tail of coverage leading into the release of its upcoming expansions for the Nintendo Switch titles but some spikes along the way. Take Tuesday’s announcement of Poltchageist, “The Matcha Pokémon” (the tea reference is their joke, not mine). The company identified a new addition to the monster roster that had viral potential, kept it out of a big Aug. 8 reveal for Scarlet’s and Violet’s DLC and created another peak in interest at a time that would normally be a valley.

Many marketers grapple with the decision to go big with an all-at-once push or take a risk with drop marketing, which can work – if your product or brand is impactful enough. On a day when game developer Bungie went with a long-anticipated, all-out approach by revealing what’s to come for Destiny 2’s The Final Shape expansion, The Pokémon Company revealed one new ‘mon and drew more media attention throughout the early morning.

So, what would work best for your business? We’ll be discussing these strategies, deployment tactics, marketing trends and more at the Esports & Gaming Business Summit from Oct. 22-24 at the MGM Grand in Las Vegas. Register here to be part of the most important conversations in the esports and games industries.

GET INVOLVED IN TEMPEST

Looking to get involved in this year’s Tempest Esports & Gaming awards? We’re looking for professionals in the esports and gaming industry to join our judge’s panel. Email Carley Ashley by August 9th with a short blurb on why you would be a great judge. Know a company that deserves to be recognized? Submit your entry by visiting our website.

COMPETITION AND GAMING NEWS

Little Nightmares, a unique horror game series, is getting a third title in 2024, though the title will be built by a different developer than the first two editions were. Supermassive Games, the developer behind hit horror title Until Dawn, will take the lead on Little Nightmares III over Tarsier, which stepped away from the Little Nightmares franchise in 2021 to focus on new projects. Little Nightmares III will hit all major platforms, the developer announced during Gamescom this week, and in a distinct marketing twist, the franchise is also launching a podcast to promote the franchise: The Sound of Nightmares.

The Saudi Arabian Gamers8 esports tournament wraps up this weekend, with the $45 million event’s Rocket League competition capping off circuit with the largest-ever multi-game prize pool. On Aug. 20, competition in two Gamers8-hosted events ended, with Soniqs hoisting the trophy in the $2 million PUBG Global Series 2 championship and Team Vitality beating ENCE in to take the lion’s share of a $1 million pot in Gamers8’s Counter-Strike: Global Offensive competition.

Gunfire Games’ Remnant 2 earned the best-seller spot in the month of July amongst U.S. video game buyers, according to consumer research firm Circana, despite Remnant 2 being on shelves and digital storefronts for less than a week before the month wrapped. The action role-playing shooter dethroned another action role-playing game, Diablo IV, for the top spot in the U.S., and Nintendo’s latest major release, Pikmin 4, came in sixth on the July charts following a July 21 release.

The League of Legends Championship Series Summer Split suffered a 33% dip in year-over-year average viewership, according to Esports Charts, with 223,943 peak viewers tuning in for the finale of the North American league’s summer season. The decline in viewership that began in Spring 2023 escalated this split, with a 30% decline in average viewership between the Spring (109,759 average viewers) and Summer (76,889 average viewers) of 2023.

SPONSORSHIP & ACTIVATION

Betting platform Rivalry is launching same-game parlays for esports competitions, becoming the first betting service to provide SGPs for esports. SGPs, which will be known as Same Game Combos on Rivalry, will be available for League of Legends, Counter-Strike and Dota 2 matches; the style of bet is designed to let bettors combine multiple wagers on one slip, stacking the odds against the user in favor of a higher payout of the bet hits. “Finding success among Millennial and Gen Z customers means being first to introduce new sports wagering experiences at the edge of technical and product innovation where this audience lives,” Steven Salz, Co-Founder and CEO of Rivalry, said in a statement. “Same Game Combos brings one of the most popular bets on the board to an audience of deeply engaged esports fans while extending Rivalry’s position at the vanguard of betting entertainment.”

Razer is releasing a razor: The gaming peripheral company has partnered with shaving brand Gillette on a project that incorporates Razer’s branding into a limited-edition GilletteLabs razor. The Razer-razor (not an official title) will be available at the end of august on digital and brick-and-mortar storefronts.

Guild Esports has funded its way to adding a Counter-Strike roster as one of the world’s biggest esports scenes prepares for the upcoming release of Counter-Strike 2. Guild highlighted the fact that it secured funding from outside parties as well as a “national esports federation” for this specific roster, though the organization did not identify the stakeholders in the CS squad. Guild, a U.K. esports organization, has yet to announce its roster but identified the upcoming release and developer Valve’s plan to create an open ecosystem for Counter-Strike competition as reasons for the move.

Former executives from Netflix and gaming lifestyle organization XSET are joining forces to launch Midwest Games, a game publisher with a focus on supporting regional studios. Former XSET co-owner and Chief Experience Officer Rob Martin will work with former Netflix Lead Program Manager for Games Ben Kvalo on the initiative. “We are excited about the future of this industry and how we can support it in a different way,” Kvalo said on LinkedIn. “Great games come from ANYWHERE. Let’s change WHERE games come from.”

STREAMHATCHET

How Escape from Tarkov Continues to Have Record-Breaking Viewership

Escape from Tarkov solidifies its place as one of the top games in live streaming despite being 6 years old. It’s maintained this status by keeping content fresh, wiping its servers twice yearly, forcing players to restart campaigns and redo their progress they worked so hard to complete.
In January of this year, the game hit its peak viewership of all time, raking in 120M hours watched. This record was set not only because of the wipe in December of 2022, but also a well-timed drops campaign from Battlestate Games.
Another wipe happened in August of this year, with popular creators taking to live-streaming platforms to document their progress. Pestily was the most-watched creator during the first week after the wipe, generating 1.4M hours watched.

Read more on Stream Hatchet’s blog.

2023 Esports & Gaming Business Summit

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Claim your spot at this year’s event on October 22-24 in Las Vegas!

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YOUGOV LIVING DATA INSIGHTS

Top sports video games: FIFA leads as most popular choice among US gamers

YouGov consumer data shows that FIFA continues to stand as the most favored sports video game among gamers in the United States, with an impressive 16% share of those considering playing the game. Following closely behind is Madden NFL, capturing 14% of the gaming audience’s interest, while NBA 2K secures the third spot with 13%. The rankings also reveal the preferences for other popular titles like NHL, NBA LIVE, MLB The Show, and Formula 1 (F1).

TEAMS

Not a team, but a veteran nonetheless: Nintendo’s longtime voice for Mario has retired. Charles Martinet, who has voiced Mario in Nintendo games since Super Mario 64 in 1996, is giving his vocals a rest and moving on to the role of Mario Ambassador for the company. Nintendo has yet to announce who will become the new voice for everyone’s favorite plumber, but Nintendo icon and Mario game director Shigeru Miyamoto, and Martinet himself, are likely to be involved.

Disguised Toast has signed a qualified Apex Legends roster ahead of the Apex Legends Global Series Year 3 Championship, marking the third esport for content creator Jeremy “Disguised Toast” Wang’s outfit. Disguised signed the roster of Dudes Night Out, a grassroots organization that reached the ALGS Year 3 Championship via the North American Last-Chance Qualifier. The finale of the ALGS season will begin Sept. 6 in Birmingham, U.K.

The Call of Duty League’s Minnesota RØKKR will reportedly not rebrand for the upcoming CDL season following European organization G2 Esports’ merging the franchise into its brand. The RØKKR, owned by Version1 prior to the merger, might change their image for the 2024-25 season, according to a report from Dexerto, but for now will stick with their Nordic logo and namesake.

VALORANT squad Paper Rex is two series wins away from a VALORANT Champions title, but the team is also preparing to lose a star player come 2024. Singaporean pro Wang “Jinggg” Jing Jie will not play for the VCT Pacific squad this coming year as he fulfills his mandatory conscription requirement for the country, coach Alexandre “alecks” Sallé told Japanese outlet Round Up Gamers. The roster change, however, has given the team an in-the-moment focus that could lift Paper Rex to a title. “This will be his last competition,” alecks told Round Up Gamers, “so I want to lift the trophy with him.”

INDUSTRY

Microsoft will sell cloud gaming rights for Activision Blizzard titles to Ubisoft in a restructuring designed “to address the UK CMA’s concerns regarding cloud streaming,” Activision Blizzard CEO Bobby Kotick said in an email to employees. The United Kingdom’s Competition and Markets Authority had previously blocked the deal in the country due to concerns that Microsoft could make Activision Blizzard titles exclusive to Xbox and create a monopoly via its cloud services; with Ubisoft purchasing the rights to cloud publishing of new and current Activision Blizzard titles, that argument is out the window, signaling perhaps the final hurdle in Microsoft’s battle to close a blockbuster deal that’s been in the works since early 2022.

Riot Games has named a new head of League of Legends esports for the Americas. Carlos Antunes, who previously led Riot’s efforts in League of Legends in Brazil and Latin America, has moved to the broader regional position and added U.S. operations to his responsibilities. Antunes will work with the League Championship Series, Campeonato Brasileiro de League of Legends (CBLOL) and Liga Latinoamérica (LLA), though his initial priority, according to the announcement, will be finding a new commissioner for the LCS following Jackie Felling’s departure from the role in April.

Call of Duty studio Treyarch is losing its design director as 18-year veteran David Vonderhaar departs the company. Vonderhaar has worked on eight Call of Duty games over his time with Treyarch and is transitioning to an “undisclosed project,” he said on LinkedIn. “I am excited about a rare and unique opportunity,” Vonderhaar said. “I’ll update you as soon as possible.”

Team Dignitas founder and former Infinite Reality Chief Gaming Officer Michael O’Dell is now the Director of Pro Gaming and Esports for SCAN Computers, he announced on LinkedIn. Following the launch of Dignitas in 2003, O’Dell spent nearly 16 years with the company; he then moved on to a role with ReKTGlobal managing its gaming operations and the London Royal Ravens Call of Duty League franchise prior to Infinite Reality’s acquisition of ReKTGlobal in mid-2022.

Top Women in Media Awards

2023 Honorees Announced!

Congratulations to this year’s Top Women in Media Honorees! Please join us in congratulating these amazing women and their accomplishments. Celebrate with them on October 11th in NYC at the Lighthouse at Pier 60.

VIEW ALL HONOREES & REGISTER TO ATTEND

TRIVIA
Decades after its first go-around, Atari is launching a new console! What’s the name of its latest product? (Email [email protected] with your answer, and be sure to include your name, company and city).

Answer to Our Last Trivia Question
The storied Armored Core franchise is getting a new release at the end of this month! What is the official title of the upcoming game? Answer: Armored Core VI: Fires of Rubicon. Kudos: Tom Moore | Kalt Productions, Los Angeles; David Westberg | SAG•AFTRA Federal Credit Union, Burbank, California

Cynopsis Team

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Editorial Director
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