11/04/21: Crypto.com inked a big deal with Twitch rivals

Thursday November 4, 2021

Good morning! It’s Thursday and this is your weekly Esports Brief.

Crypto.com is investing in Twitch Rivals to become the first Official Global Marketing Partner of Twitch Rivals, as well as the first-ever Official Marketing Partner for Twitch Rivals in Asia Pacific. The multi-year partnership also designates Crypto.com as first Official Cryptocurrency Platform Partner of Twitch Rivals, with the brand landing category exclusivity, in-stream branded segments, media placement, activations at Twitch events, and more with the deal launching during Twitch Rivals: Ultimate Challenge, Live from Las Vegas on Nov. 4.

Lou Garate, Head of Global Sponsorship Sales at Twitch said “Twitch Rivals has built a loyal and global community of next gen fans. Through our partnership with Crypto.com, we are looking forward to continuing to create new and exciting moments to drive engagement for our passionate and tech-savvy viewers.”

COMPETITION

With Worlds set to see Edward Gaming from the Chinese LPL and DAMWON KIA from Korean LCK tangle for all the marbles and a crown on Saturday morning out of Iceland, this year’s semifinals proved record-breaking for Riot as the T1 battle with DWG KIA set all-time highs, including 3.54 million peak viewers, not counting Chinese metrics, and the semifinals overall averaging 1,890,463 viewers, who consumed 20,952,631 hours of content, according to Esports Charts. Worlds 2020, by contract, saw the semifinals average 1.7 million, with under 16 million hours watched.

Meanwhile, in a media day ahead of the 2021 League of Legends World Championship, Riot’s global head of esports John Needham told media outlets that the company would consider revising the Worlds format to a double-elimination track if it seemed that was something tat was warranted and desired by LOL audiences. “Now, every year we look at our format [and] we always want to deliver the most exciting competition that we have, one that’s great for our fans to view, [and] super exciting for the teams to participate in,” Needham said. “We’re very aware of the LPL format and how well it works in China. It’s something we’ll definitely consider moving forward.”

Riot is definitely tinkering with one format however, announcing that the company is shifting the start of 2021’s NA Scouting Grounds to a remote format, instead of hosting the event at its LA-based League Championship Series Studios. The event will still run Nov. 7-13.

Epic Games revealed new details about The Fortnite Grand Royale, The new competitive event starts play on Nov. 11, with the Middle Eastern Qualifiers. Trios that advance to the finals will compete for two days to take home the majority of the $5 million prize pool. In addition, during the event’s run, on Nov. 19 FNCS will launch its first Hype Hour, a live broadcast that recaps FNCS events from analysts and casters and will offer an announcement for the 2022 Fortnite competitive season.

What’s this? Another event? Who is ready to join the “Masters of the Metaverse”? A new virtual event taking place on Dec. 7 that will give you the blueprints to successful activation in this hot arena. Stay tuned for more details!

Wisdom Gaming and Riot Games announced a continued partnership for the Teamfight Tactics competitive tournament circuit in North America. As part of the partnership, Wisdom will be producing broadcasts and handling tournament organization in North America on behalf of Riot for the entirety of TFT Gizmos & Gadgets (Set 6), leading up to the TFT Gizmos & Gadgets World Championship in 2022. Wisdom will continue to host the competitive hub for NA competitive TFT with the newly updated Esports Website for Gizmos & Gadgets.

Meanwhile, Community Gaming is partnering with Riot to deliver the VALORANT Elite Showdown, a North American tier two tournament that will open play with qualifiers on Nov. 5. Overall, 32 teams from the open qualifiers will move on to the main event, where they will compete against 32 invited teams that include Andbox, T1, NRG, Immortals, Complexity, and more. The main event runs on Nov. 11, while the entire event will also be live-streamed on VALORANT’s official twitch channel.

The BNC x AVGL Autumn Anarchy collegiate event wrapped up with record numbers as 1,200+ students and 400+ participating colleges competed. The tournament culminated with a BoomTV Code Red event with Fortnite stars like Clix, Bugha, Benjyfishy, and MrSavage competing alongside other top streamers. Comcast Xfinity returned as the title sponsor. The Anarchy series has nabbed 54MM+ impressions, 4,000+ student registrants, and provided over $100k in scholarships over three events.

STREAMHATCHET

Much of the attention live streaming attracts is focused on the big influencers like TimTheTatman, Shroud, and xQcOW. Obviously, these streamers produce massive viewership contributing to their rise to fame. But what about the rest of the influencers? Who is generating the rest of the 7.4B hours watched?

Many variables can contribute to the viewership but live streaming audiences might be more inclined to support growing channels. Mid-tier influencers often create niche communities to foster organic growth from those that stop by. They also pose an interesting opportunity for brands to engage with them. Instead of partnering with the biggest influencers, brands might want to look into working with a few mid-tier streamers to produce sizable viewership, noticeable reach if combined, and likely reduce viewer overlap.

For more live streaming insights, please visit www.streamhatchet.com.

SPONSORSHIP & ACTIVATION

In celebration of the 2021 League of Legends World Championship, Mastercard lined up a new slate of goodies for fans in all-new, limited edition capsule collection launching November 6, as well as connecting fans with top tier League of Legends Esports players and personalities through a series of digital Priceless experiences, all available via Priceless.com. The Capsule Collection was inspired by the thematic of the Worlds Show Open, as Mastercard partnered with Chinese street artist Pems Lou to create exclusive artwork that will be featured on a limited-edition skateboard deck, oversized gaming mousepad and poster.

Beats is going long in gaming, forging a deal with NICKMERCS that sees Apple’s premium sound brand with the FaZe Clan personality and co-owner. “Having high-quality audio is critical in gaming,” NICKMERCS said with the announcement. “After working out with their new Beats Fit Pro, I can’t wait to partner with the team already responsible for some of the best audio equipment in the world. I only bring the best products to my community and with Beats, we’ll be introducing a new level of premium sound to gamers everywhere.”

Meanwhile, McDonald’s and FaZe Clan are teaming to host the first-ever ‘Friendsgaming’ on Nov. 20, with a special live Twitch stream on FaZe Swagg’s channel and promoting Crispy Chicken Sandwiches. McDonald’s and FaZe Clan are also dropping an exclusive merch collab: The Crispy Chicken Sandwich Expansion Pack with special codes that will get friend groups food, as well as special controller and keyboard decals and more.

Psyonix and BMW announced that the BMW M240i will be available in Rocket League beginning November 4 on all platforms and that BMW is also teaming up with Rocket League Esports for sponsorship of a Rocket League Championship Series Regional which will be known as the BMW Rocket League Open, and running November 5-7.

ONE Esports locked in a slate of partnerships that include insurance company FWD, Marriott International’s travel program, Marriott Bonvoy, and McDonald’s Philippines. The partnership between ONE Esports and FWD will see FWD sponsor this year’s Mobile Legends Professional League Invitational in Indonesia, where the top teams across Southeast Asia compete to be the region’s best. ONE Esports will also feature FWD on its website, oneesports.gg, as well as create custom content for the brands’ flagship app, FWD Moments. Marriott Bonvoy teamed up with ONE Esports to expand their reach to passionate and engaged esports fans in Singapore and Malaysia via local Mobile Legends: Bang Bang community tournaments. Marriot Bonvoy and ONE Esports also plan to launch an esports talk show together in 2022. McDonald’s Philippines will provide food and services to the esports community at the Mobile Legends Professional League Invitational.

ESL Gaming locked in a deal with NFT business platform Immutable X to launch an NFT platform that allows fans to buy, sell and exchange ESL Pro Tour NFT assets. The league will soon unveil dates for future NFT drops and the ability to unlock exclusive perks.

PLATFORMS

Cinemark Holdings is making moves to merge “gaming and going to the movie theatre” and unveiled plans to hire a vice president to spearhead the strategic vision of the company’s gaming initiatives. This role will focus on forging strategic partnerships and pursuing content and product licensing agreements that will support the company’s expansion within the gaming realm and explore opportunities in the emerging metaverse. In addition, as the first exhibitor to host The Game Awards, Cinemark is continuing its multi-year relationship and is streaming the event live once again in theatres this December. Gamers also have the opportunity to rent an entire Cinemark auditorium for up to two hours to play video games “with the sight and sound technology that only a movie theatre can offer.”

ESPAT TV will reportedly announce a new partnership with cinema and sporting event advertising firm Screenvision Media later this week to produce and distribute gaming-related content across the company’s “in-cinema and SV Sports networks,” according to SBJ. ESPAT TV would create original content including trailers for AAA game titles that will be shown in theaters during the biggest theatrical releases for the remainder of 2021 and into 2022. In addition, gaming-related content will be shown on Jumbotron screens and concourse video displays at 330 venues during professional and collegiate sporting events throughout the U.S.

Meet the It List

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TEAMS

IMT CEO Jordan Sherman is relocating the company’s business operations to the Great Lakes Region with the ‘hub’ being in the Detroit Metro area. Through a hub and spoke operating model, Immortals will relocate much of its business operations to the GLR, with a “hub” in Detroit Metropolitan Area, and various “spokes” across other GLR cities and college towns in early 2022. With the move, Immortals is hosting “Immortals Invasion,” an esports takeover in Ann Arbor in partnership with Riot Games near the University of Michigan campus. Immortals’ League of Legends team remains based in Los Angeles.

Multiple reports now stating that Washington Esports Ventures will not purchase the Call of Duty League slot owned by NRG Esports after all. There were other parties involved in the initial bidding and another deal could be announced early next week, per SBJ.

Subaru of America and the Philadelphia Union unveiled the Subaru Esports Hub, described as “an ultra modern esports facility that is one of the first fully operational gaming centers in a MLS stadium.” The Subaru Esports Hub features 12 gaming stations with PlayStation 4 or PlayStation 5 consoles that will give fans the chance to play on state-of-the-art monitors in 1080p and up to 120fps. Three 65-inch TVs line the walls where guests can catch the latest sports games or favorite Twitch stream.

INDUSTRY

Activision Blizzard announced that the company was delaying release plans for Overwatch 2 and Diablo IV. “While we are still planning to deliver a substantial amount of content from Blizzard next year, we are now planning for a later launch for Overwatch 2 and Diablo IV than originally envisaged,” the company said in the statement, although it did not offer a revised release date for either title.

ROSTER MOVES

Mobile Premier League, Asia’s largest mobile esports platform, named Matt McCloskey, a former Twitch and Xbox executive, as its VP and General Manager for the US market. McCloskey will build a US-based team and lead strategy, growth and operations for the US.

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