08/26/21: Riot detailed activation plans for its LCS sponsors

Thursday August 26, 2021

Good morning! This is your weekly Esports Brief.

Riot Games’ activation blitz will hit full speed this weekend for the 2021 LCS Championship delivered by Grubhub with the company revealing a slate of unique brand partner activations. Grubhub will cook up the second annual “Feeding Frenzy,” that includes a pro-am exhibition between musical artists (Illenium and JAUZ) and League of Legend pros (Damonte) and streamers (Luxx) facing off in the Rift; as well as live concerts during each intermission plus a Blazin Challenge, featuring a Buffalo Wild Wings wing-eating contest between Nicki Taylor and VernNotice.

In addition, Honda—the official automotive partner of the LCS—will announce the results of the LCS Super Fan contest during broadcast, with the winner taking home the Honda Civic Type R Infernal Drake. Bud Light will host a social and broadcast campaign that gives fans the chance to win themed merchandise as soon as the Nexus is destroyed. Additionally, the brand is running a sweepstakes where the grand prize winner will receive the opportunity to duo with a caster. The league’s official beer is also producing a post-event Bud Light League Lounge segment. Roccat will provide premium product for the Feeding Frenzy (Vulcan TKL pro keyboards, Burst Pro mice and Elo X headsets) and LCS (Vulcan TKL Pro keyboards and Kone Pro mice) stages. Throughout the weekend, the hardware provider will also host giveaways via social segments and Phreak’s Rate My Play, as well as showcase custom co-branded art pieces in background digital displays.

Other partners fueling fandom at the Finals, include Mastercard, State Farm and Verizon. The 2021 LCS Championship begins on Saturday.

COMPETITION

Formula 1 is reporting that esports is helping the sport boost its number of active kid fans by 2.85 million in key European markets according to latest research from The Insights Family. Growth was anchored by the org’s foray’s into esports – along with other digital initiatives – to fuel a 17% year-on-year increase. The study noted that globally, 41% of kids aged 3-18 now engage with esports, a 22% increase year-on-year according to the report, and noted the success of events that include the F1 Esports Series events and Virtual Grands Prix.

Overwatch League announced that its postseason will no longer be held in LA and Dallas, due to continued uncertainty related to the pandemic. Instead, the league will now opt to return to Hawaii for postseason competition. The league stated that it could no longer be certain that all qualifying teams would be able to travel to the US, with new dates for the playoffs coming in the near future.

Meanwhile, Riot Games is officially shifting the League of Legends World Championship 2021 from China to Europe although a specific city where the tournament will take place was not named. The company pointed to “accessibility for the highest number of teams and their best players” serving as a key reason for the move, along with travel restrictions and COVID protocols due to the Delta variant becoming “even more complicated to navigate in 2021.”

Even more speakers, thought leaders, content creators, influencers, executives and brands have been added to the EBS Docket. From NFL stars to F1 powerhouses to TikTok staples, you don’t want to miss this year’s lineup. (Shhh, and it is just going to keep getting better with some MAJOR names and companies that have never addressed an esports conference before.) Time is running out – secure our lowest rates available and register before midnight tonight!

Riot also revealed that the LCS Game Changers program will take place this fall, running Sept. 27-Oct. 8 in a move toward creating a more diverse and inclusive professional League of Legends esports ecosystem. LCS Game Changers will be a fully-remote experience that will act as both training and scouting grounds for ten women who are high ELO League of Legends players. Over the course of two weeks, participants will gain access to LCS coaching, hone their skills during frequent scrims and receive advice from several guest speakers on how to advance their careers.

Overwolf and Playwire teamed up to bring the 2021 Alienware Games to gamers in the United States. Starting Aug. 27 and running for 6 weeks until Oct. 7, participants will have the opportunity to rise in rank on the challenge’s leaderboard by scoring points in League of Legends, Rainbow Six Siege, Valorant, and Fortnite. During each week, the top-ranked players for each game will win an Alienware x15 gaming laptop and proceed to the Semi-Finals. The 2021 Alienware Games will culminate in a live-broadcast finale on Oct. 23, where the top two finalists from each group will compete for the title of Alienware Games Grand Champion while pro athletes, popular influencers, and celebrities will join in for challenges.

STREAM HATCHET TRENDS

Stream Hatchet is pleased to release our latest Viewership Correlation Report. Does increased viewership of a game on live streaming platforms cause a proportional growth in players? This report aims to analyze the hypothesis through data trends of monthly average viewers and monthly active players of certain games.

Here are some key insights on one of the case studies within the report:
· Out of all the sampled games, Final Fantasy XIV Online had the strongest correlation of average viewers to average players.
· While FFXIV has had consistently low viewership in years past, hardcore fans are still tuning into streams; providing possible reasons for the correlation results.
· The trend of free-to-play games will likely skew correlations even higher since there are fewer barriers between viewing and playing.

For more on how Stream Hatchet can help marketers keep ahead of trends within the video game and esports industries, visit us online at: www.StreamHatchet.com.

SPONSORSHIP & ACTIVATION

Fnatic and BMW fueled their new campaign, Drive is the Difference. Working with Octagon, messaging is designed to “promote balance and ensure players are understanding both their mental and physical needs.” As part of the ‘Drive is the Difference’ campaign, BMW took Fnatic FIFA Esports World Champion Tekkz, and Esports star Shawrey on a weekend away, with the campaign showcasing a documentary-style video and four shorter supporting videos that focus on each of the activities across the weekend.

G FUEL is launching the FaZe Clan G FUEL Variety Pack, which will contain NICKMERCS’ first flavor, MFAM Punch, as well as FaZe Rug’s Sour Blue Chug Rug, and FaZe Clan’s FaZeberry, with the assortment for sale in Sam’s Club stores throughout the U.S.

American Eagle is partnering with Twitch, signing on to become the official apparel partner of the Twitchgaming channel. Along with brand imaging, which will be a part of the channel’s panels, American Eagle will work with Twitch Gaming to produce customized segments, as well as a five-part docuseries profiling Twitch streamers.

Complexity Gaming announced a partnership with eye care brand Alcon. The partnership will designate Alcon’s signature brand of lubricant eye drops, Systane, as the first-ever Official Eye Care Partner of team. “Alcon is excited to partner with Complexity through this first-of-its kind partnership that we hope will help players understand vision changes they might be having because of dry eye and help them find real relief,” said Jeff Huffman, Senior Director, Dry Eye and Ocular Health Marketing at Alcon. “Through this partnership, we are thrilled to introduce a new audience to our family of products which includes the newly launched Systane Hydration Multi-Dose Preservative Free lubricant eye drops at a time when they most need relief from dry eye symptoms and can keep their eyes on the prize.”

Cynopsis’ That Big TV Virtual Conference
September 21-23 2021

SESSION SPOTLIGHT: CTV/AVOD: The Benefits of Working Directly with Publishers
Expanding advertising campaigns for incremental reach in order to connect with viewers who are digital-first is no easy feat.

On September 21 executives from Future Today will host an informative Q&A on how to make your mark on digital consumers in a way that drives growth while working directly with the publisher.

REGISTER NOW

PLATFORMS

The*gameHERs, a women-led interactive platform for gaming, announced their partnership with Belong Gaming to bring monthly community gaming nights targeted to women, non-binary and femme-identifying humans at their locations across the U.S. at Belong centers. The*gameHERs will also be promoting existing job opportunities at Belong Gaming’s new venues across the country to the*gameHERs community of over 150K members. “the*gameHERs is absolutely thrilled to be able to partner with Belong and to be a part of building and supporting their community that welcomes all gamers,” said Rebecca Dixon, co-founder of the*gameHERs. “We are excited to provide spaces for women in our community to connect with one another in-person, and help them support and empower each other in a more tangible way.”

Infinite Canvas, a new company that partners with “influential metaverse creators to build, scale, and distribute virtual experiences” on Roblox, Fortnite and Minecraft, launched with $2.8 million in pre-seed funding led by Lightshed Venture Partners, with participation from BITKRAFT Ventures, Day One Ventures, Crossbeam, and Emerson Collective. “We are just at the beginning of seeing what the metaverse market opportunity can be,” said Rich Greenfield, General Partner at LightShed Ventures. “While the path to monetization is clear on platforms like YouTube, in virtual worlds Infinite Canvas is pioneering a network that will unite creators, players, and content partners to enhance the earning power of the talent building new virtual empires.”

Dot Esports reports that esports and gaming network VENN has furloughed half of its staff and is pulling back on further production of original shows. The move comes as the company explores options and talks to potential buyers after launching a year ago.

LiveXLive’s original content division, StudioOne, has produced and developed in partnership with Queens Gaming Collective to launch four original dynamic series exclusively on Twitch. The slate is headlined by a 10-episode weekly series order for the pop-culture series Spoilers for Days, and also includes Game Night Unplugged, a show that captures the fun and nostalgia of childhood sleepovers as friends hang out and play different table-top games, The Queens Squares, a game show, and Mental Health Check, an interactive fan-driven advice show.

TEAMS

Team Liquid announced the return of LQD, the exclusive apparel line, inspired by the post-apocalyptic worlds of fantasy and science fiction. The announcement stated that Team Liquid leveraged the Unreal Engine’s high-fidelity rendering to convey the V4 aesthetic, with the drop available exclusively on TL.GG/LQD starting Friday.

Spacestation Gaming is teaming with Ubisoft’s Rainbow Six for a new merch line, marking the first time Ubisoft’s Rainbow Six has collaborated with a gaming organization in this way. SSG created t-shirts inspired by Rainbow Six characters of the past and present. “We’re passionate about Rainbow Six players. We know they love the game as we do, and we want to give them a great experience and connect them to their favorite characters through art inspired by where they’re from and their stories,” Nick Moore, SSG Merchandise Director.

The Envy Foundation is inviting high schools, middle schools, and clubs in Texas to apply for one of multiple $5,000-$15,000 grants to be awarded this fall to groups looking to start or grow youth esports programs. Each recipient of the Envy Foundation Empowerment Grant presented by Predator may use the funds to support their esports and gaming club or curriculum development, ranging from (but not limited to) purchasing gaming hardware to joining competitive youth esports leagues and tournaments to expanding club programming.

INDUSTRY

The California department of fair employment & housing is broadening its anti-discrimination lawsuit against Activision Blizzard, according to multiple reports, with the suit now including temporary workers alongside full-time female employees, in addition to claiming that the company’s HR department “shredded” documents. The company denied the claim in a statement to Axios.

The Esports Integrity Council announced that its investigations will be supported by the roll-out of a new “transparency initiative” that informs stakeholders and the public of its regulatory proceedings and outcomes. The initiative will be backed for by ESIC producing four registries that offer disclosed information to the public related to public matters, sanctions issued by ESIC, investigative appeals and formal conclusions made by ESIC.

Nevada gaming regulators are launching the process to expand esports wagering to a greater slate of events as its popularity continues to grow. Nevada currently handles esports betting by requiring sportsbooks to submit an application that is reviewed and subject to approval by the Control Board. The next step for esports backers is for it to be considered a sport that would allow wagers to be taken without approval.

ROSTER MOVES

Immortals esports organization revealed multiple promotions from within the organization, including the return of Robert Yip as Head of Player Performance. Other promotions include: Caroline Beall – Director, Partnership Operations; Stephanie Hawkins – Director, Partnership Activation; David Jaffe – Senior Content Producer; Vincent Junior, Jr. – Manager, Operations & Business Intelligence; and Meghan Anderson — Manager, Partnership Activation.

Panda tapped the talents of Sheri Simonson and Justin Varghese to expand their partnership team. Sheri Simonson joined as the VP of Partnerships and Activations and Justin Varghese has joined as the Partnership & Sales Marketing Coordinator.

READYUP GAMES OF THE WEEK

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Esports Business Summit | October 18-20, 2021| Caesars Palace, Las Vegas

Attend the only event connecting the entire esports ecosystem. The entire industry will come together for three days of networking, education and inspiration, powered by a speaking faculty from the world’s leading brands, agencies, publishers, media, leagues and teams.

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TRIVIA
In which game series would you battle The Flood and the Covenant? (Email [email protected] with your answer and be sure to include your name, company and city).

Answer to Our Last Sports Trivia Question
Grey’s Anatomy actress Camilla Luddington cut her chops in the video game world when she portrayed what famed adventurer/heroine? Answer: Lara Croft. Kudos: Luke Watson-Entertaining Concepts/LA; David Westberg-SAG•AFTRA Credit Union/Burbank; Tom Moore-Kalt Productions/LA

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