WHAT IS BURGER KING DOING IN ESPORTS?

BURGER KING to Sponsor New Belgian Online League of Legends League

  • Riot Games announces the beginning of the Belgian League, a League of Legends league sponsored by BURGER KING.
  • 4Entertainment and Riot Games will facilitate the league.
  • BURGER KING has been active in esports sponsorships in 2019, has teamed with both FaZe Clan and Blast Pro Series.
  • Riot Games announced that it’s launched the primary ever official Belgian League of Legends League, sponsored by BURGER KING. 
  • Dubbed Belgian League, six teams will compete against one another in two splits, with qualifying teams getting the prospect to compete within the European Masters Play-Ins.
  • The Belgian League officially starts on Jan. 20 and can see six teams compete, and Riot and gaming and esports company 4Entertainment are collaborating to determine and facilitate the inaugural league.
  • The aim of the Belgian League is to give local talent more opportunities to develop their skills and to boost the Belgian esports circuit to a better level that way. Among the six teams which will participate within the league are football teams KV Mechelen and RSC Anderlecht.
  • Esports is booming for several years now. Their popularity continues to rise, especially among the younger generations. There is an enormous overlap between the gaming community and therefore the fans of BURGER KING, Vic Dresen, marketing manager of BURGER KING said. “League of Legends is understood for gamers getting rather heated within the game. Teammates flame one another once they are playing a nasty game. In true LoL terminology, this suggests that teammates won’t twiddle my thumbs to insult one another quite fiercely.”

Burger King is giving away 1,000 PlayStation 5 game consoles

  • Burger King is teaming up with Sony to offer away 1,000 PlayStation 5 consoles alongside digital downloads for games.
  • Customers can either make a $5 purchase (before tax) or enter through a mail-in form.
  • The sweepstakes are going to be running until November.
  • Starting on October 15, Burger King will begin to offer away 1,000 PlayStation 5 consoles to some lucky customers, consistent with an announcement on the fast-food chain’s website.
  • Other prizes include a digital download of both “Sackboy: an enormous Adventure” or a digital download of “Demon’s Souls,” alongside 1,000 codes for a three-month subscription to PlayStation Now, which allows users to play games on demand. There are 2,000 digital codes available for every game.
  • The chain began teasing the collaboration earlier in October 2020, with promo videos on the company’s social media accounts.
  • There are three alternative ways to enter. Any qualifying purchases of $5 (before tax) that are made on BK.com or the Burger King app will automatically get a token to “play the sport .” Customers also can enter receipt information on BK.com and therefore the BK app to enter, or there’s a mail-in form for those that don’t need to dine at the chain.
  • Customers also will have an opportunity to win smaller prizes including coupons for menu items.
  • Once a sale is formed, a user will get a token that will be used immediately, or but later, but it must be played by November 22.

Burger King mascot streams with esports stars to market Impossible Whopper

  • For the nationwide rollout of the Impossible Whopper today, Burger King partnered with esports brand FaZe Clan on a Livestream promotion, consistent with esports publisher Dexerto. The Impossible Whopper, tested at select Burger King locations for months, uses the Impossible Foods brand’s plant-based beef alternative.
  • Starting at 4 p.m. ET, popular members of the Los Angeles-based FaZe Clan will stream with a guest appearance by The King, Burger King’s mascot. during a tweet posted Wednesday, FaZe Clan nodded to a surprise for fans during the stream.
  • Burger King has dabbled in esports before, live streaming with influencers Jack “CouRage” Dunlop and Seth “Scump” Abner last November, per Dexerto. the corporate announced the Impossible Whopper was expanding nationwide earlier this month.
  • Burger King is ramping up marketing for the nationwide rollout of its plant-based Whopper, and therefore the FaZe Clan partnership shows how the brand is targeting young, largely male audiences that favor esports and live-streaming. The corporate has leveraged previous live streaming efforts to encourage delivery orders via DoorDash, though it’s unclear what “surprise” is future for FaZe Clans followers later today.

Burger King Is Launching a computer game Food Delivery Service in Spain.

Burger King Spain is looking to level up in esports and gaming. And it’s getting tons of help from the gaming industry itself.

Burger King is hiring gamers to sell you food during online matches

  • Burger King is now using video games to undertake to peddle their food into our gaping mouths because nothing during this world is sacred. Undeterred by their failed 2006 advergame Sneak King, the nutriment company is now hiring a team of gamers to play alongside us in online PlayStation games to sell us food.

Burger King’s latest computer game venture is named Burger Clan:

Burger Clan is going to be racing, shooting, and dribbling alongside us in our favorite games. Oh, and they’ll even be ready at a moment’s notice to require our burger order. Burger King is going to be operating a “command center” (a.k.a. a restaurant) because it injects itself into your online matches with PlayStation’s permission, consistent with the company’s handout sent via email. If you check in with Burger Clan online, someone who works for Burger King will attempt to play with you and be able to put in your Whopper order while somehow being an asset to your team.

WHAT IS SNICKERS DOING IN ESPORTS?

Snickers kick off EA’s Madden NFL esports tournament

  • Snickers in the week became the presenting sponsor of the Madden NFL 20 Club Championship, an esports tournament hosted by computer game maker Electronic Arts. As a part of the sponsorship, the candy marketed by Mars is going to be featured in highlight packages and branded studio segments during the tournament on Twitch, YouTube, and therefore the ESPN mobile app, per an announcement shared with Marketing Dive.
  • Snickers is also sponsoring a player’s lounge where 32 competitors, each representing a true NFL team, can ready themselves for the tournament that started on Dec. 17 and runs through Dec. 20 in Redwood City, California. The winning player will win a cash prize of quite $700,000, per EA’s website that features a bracket for fans to fill out with their tournament predictions. ESPN 2 will air a one-hour special about the tournament at 8 p.m. on Dec. 27.
  • Snickers also sponsors a season-long campaign to spotlight the highest plays of the Madden NFL 20 Championship Series (MCS), which incorporates esports events that coincide with key parts of the NFL season and off-season. Next year, one player will win the Snickers “Moment of the Year” award supported by votes from the Madden NFL community. The winner is going to be announced at the top of the Madden NFL 20 Bowl, which coincides with the NFL Draft on April 23-25.
  • In becoming the presenting sponsor of the Madden NFL 20 Club Championship, Snickers is ramping its promotional activity with the esports tournament a year after first partnering with the series of live events. The candy brand aims to succeed in the esports audience that largely contains Generation Zers, 74% of whom say they often snack between meals, per a study by the Institute of Food Technologies.
  • Esports viewership is about to surge quite 50% by 2023 to succeed in 46.2 million viewers, eMarketer forecast in March. The researcher also predicted that the amount of U.S. consumers who would watch an esports event a minimum of once a month would grow 18% to 30.3 million this year from 2018. Brands looking to succeed in these many fans are forecast to spice up sponsorship spending by 34% to $457 million this year, games researcher Newzoo predicted.
  • Snickers is among the brands that are sponsoring esports events as their audience continues to grow. Pizza Hut was the primary brand to win naming rights to a virtual stadium when Electronic Arts and therefore the NFL introduced MCS last summer. Nike this year sponsored the Brazilian esports organization Furia, following its prior sponsorship of TJ Sports, a venture between Chinese computer game companies Tencent and Riot Games. Anheuser-Busch also filed trademarks for official phrases that associate esports with its beer. AT&T, Axe, Coca-Cola, Hershey, Mercedes-Benz, and Tillys are among the brands that are already esports sponsors.

SNICKERS Named The Official chocolate candy of the NBA 2K League

  • Mars, Inc. and therefore the NBA 2K League announced a deal-making SNICKERS the official chocolate candy of the league.
  • An activation featuring the brand will happen during the league’s regular 2019 season broadcasts on various platforms.
  • SNICKERS joins a growing list of candy brands involved in esports including Kit Kat, Reese’s, and Hershey’s.
  • The NBA 2K League and U.S.-based Mars, Inc. have announced a partnership that names SNICKERS brand candy bars because of the “official chocolate candy of the NBA 2K League .”
  • The league launched an activation called “SNICKERS “Hungriest Player to Watch” across its Twitch and YouTube broadcasts, also as its social media channels. The special segment selects the player with the foremost “on the line” and with the “most to prove.”
  • The activation will continue throughout the rest of the 2019 season, including the playoffs and therefore the finals.
  • Snickers go after the young, male Millennials that structure an outsized part of the eSports audience because the chocolate bar-maker signs on to sponsor ELeague, the professional eSports league co-owned by Turner Broadcasting and talent agency WME/IMG. As a sponsor, Snickers will run ad spots during the printed of season two of ELeague on TBS, sponsor a live pre-game show, and name a post-game bloopers segment after its campaign slogan “You’re Not You once you Are Hungry.” Earlier this year, ELeague struck a deal to measure stream its content on Twitch to succeed in a wider audience online.

Snickers get YouTubers to post terrible videos when hungry

  • In another fun combat the brand’s slogan, Snickers got famous YouTubers to post bad videos showing how hunger can affect performance.
  • Snickers updates slogan for Millenials by getting Vloggersd and Twitch stars involved
  • Influencers create content and undertake gaming challenges while hungry to point out then having an off day
  • The campaign earned Cannes Lions award and won new followers

The challenge

The Snickers “You’re Not You When You’re Hungry” is five years old-so how does one bring it to a replacement generation?

The solution

  • The brand got video bloggers everywhere on the planet to post intentionally bad videos, pretending they recorded them while they were hungry, and thus weren’t themselves.
  • The “You’re Not YouTube” campaign launched simultaneously in eight countries and included 13 popular “how-to” vloggers on YouTube. In each video, it’s clear something is wrong because the usually sure-footed hosts appear completely off their game.
  • For example, within the one U.S.-based video, style and motivational guru Jessica Harlow, who’s usually so put together, apathetically shows fans the way to “let yourself go.”
  • The chocolate candy brand then moved on to Twitch, the gaming platform where thousands of gamers live-broadcast videos of themselves playing.

Working with BBDO NY, Snickers ‘Swotcheroo’ campaign partnered with three gamers who have many thousands of followers apiece, and had each of them start playing poorly, very unlike them, the hungrier they got. Then the stunt got even more peculiar, because of some costumes.

The results

The advertising campaign earned Snickers a prestigious Cannes Lions award at the 2016 festival. It attracted many Twitch and social media users who logged on view the hungry Vloggers and gamers.

WHAT IS BMW DOING IN ESPORTS?

BMW Shifts Marketing Spend To Esports With Eye On Tomorrow’s Drivers

  • BMW is making a monumental shift in its global marketing budget with an entry into esports that it hopes will cause mind share among subsequent generations of consumers.
  • The luxury German carmaker unveiled a partnership it formed with five gaming organizations, Cloud9 within the US, Fnatic within the UK, FunPlus Phoenix in China, G2 Esports in Germany, and T1 in South Korea, with the goal of capturing eyeballs glued to computer game competitions in titles like League of Legends, DOTA 2, Fortnite and FIFA.
  • “In the future, esports is going to be our biggest footprint,” says Stefan Ponikva, head of BMW Brand Experience Shows & Events, adding that esports will eventually eclipse spendings on sports like motorsports and golf. “The younger generation, being born digital-first, doesn’t really care about TV or traditional advertising. Esports is our tool to succeed in them.”
  • Video game competitions reach a worldwide audience of 454 million, with a minimum of 190 million more expected to be watching in three years, per industry analysts Newzoo. The overwhelming majority of them are millennial-aged and younger and favor streaming platforms like Twitch, YouTube, and Mixer over traditional television, a beautiful target the 104-year-old automaker aims to use to buttress its $29.8 billion brands.
  • BMW first dipped its toe into computer game competitions in 2017 when it sponsored the ECU Championship Series Summer Finals for Riot Games’ League of Legends. LOL is one of the world’s hottest esports titles, with eight million simultaneous players daily; its 2019 World Championship Final between FunPlus and G2 in November attracted an audience of quite 100 million.
  • The five esports organizations that BMW partnered with even have massive engagement and reach on social media, with a combined 8.1 million followers across Twitter, YouTube, and Instagram, 11 times as many as BMW across equivalent channels. As a part of the partnerships, the teams will challenge each other before tournaments, employing a campaign motto “United in Rivalry” as a hashtag on social media and streaming platforms.
  • The BMW marketing push was announced because the coronavirus lockdowns have turned the spotlight on esports, which has supplanted more traditional sports on networks like ESPN that have found themselves with a scarcity of programming as leagues pack up.
  • That’s been a plus for esports organizations, with G2 alone seeing a 30% increase in engagement and reach among fans across its various content platforms and social media. In December, billionaire Joseph Tsai, an Alibaba cofounder and therefore the owner of the Brooklyn Nets, made a $10 million investment in G2 to become a minority owner. G2 is worth $165 million, consistent with Forbes’ most up-to-date valuation, up 57% from the prior-year supported $22 million in annual revenue.
  • BMW began discussions with the teams last year, eventually signing each of them to individual deals. G2’s Rodriguez said that his team features a three-year deal which he was unaware of the specifics of the other organization’s deal.
  • The carmaker didn’t disclose the terms, but a year ago it took team sponsorship for a test drive, signing an initial contract with Cloud9, the foremost valuable company in esports, worth $400 million on revenue of $29 million in 2019. supported information collected to compile that valuation last fall, Forbes estimates BMW can pay each team a low-seven-digits figure annually, making it a top spending partner in esports.
  • BMW’s Ponivka explained that funding for this partnership wouldn’t be at the expense of anybody’s marketing-budget item. Instead, the corporate was looking to decrease its footprint in certain experiential marketing areas, like trade shows and live events, and reallocating that cash toward esports.
  • On top of social media and content collaborations, BMW is going to be given land on each team’s jerseys and can provide each organization with a fleet of customized team-branded vehicles to ferry players to events. Additionally, the corporate will lend its German engineering to the esports organizations to assist design hardware and software products for gamers’ future needs.
  • With car ownership still distant from the minds of the automaker’s consumer target, Ponikva admits the payoff to all or any this might be an extended time coming.

BMW’s esports marketing undergoes ‘major expansion’ amid coronavirus

  • BMW signed on to sponsor five of the world’s leading esports teams, the corporate revealed during a handout.
  • The sponsorship will cover Cloud 9 (U.S.), Fnatic (U.K.), FunPlus Phoenix (China), G2 Esports (Germany), and T1 (South Korea), which each has about 200 players that compete within the League of Legends.
  • Marketing across the team will include the mottoes “United in Rivalry” and “United reception .” BMW also promoted esports through technology and worked with the teams to style team vehicles. The #unitedinrivalry hashtag is going to be employed by teams and fans on social channels and streaming platforms to create friendly rivalry across teams before tournaments.
  • BMW’s presence within the growing world of esports is undergoing a “major expansion,” per the corporate because it looks to drive engagement with a replacement generation of potential customers around the world. The timing of the build-up in esports during the coronavirus pandemic isn’t a coincidence, with esports an example of how sports entertainment can continue at a time when live sporting events are canceled, per the corporate.
  • “Esports shows us how sports entertainment can still thrive and play a key role considering today’s challenges. Our entry into esports is motivated by a commitment to become a sustainable, global partner, supporting the teams and therefore the discipline as an entire, before, during, and after these times of uncertainty,” Jens Thiemer, SVP of customer and brand at BMW, said during a statement.
  • The brand’s goal is to use its design and innovation skills to assist shape the discipline while working toward deeper integration with the esports community. The corporate also hopes to show the teams it’s sponsoring into household names within the overall sports and show business because it looks to introduce esports to a broader audience.
  • BMW began sponsoring esports in 2017, when the corporate signed on because of the official partner of the ECU League of Legends finals in Paris, per the handout. In 2019, the German carmaker sponsored the BMW SIM LIVE premiere at BMW Welt in Munich.
  • The esports sector has been on the upswing for years, attracting a good sort of consumers from countries around the globe to both virtual and in-person events. Last year, the League of Legends World Championship Finals, which was held within the AccorHotels Arena in Paris, garnered a worldwide digital audience of 44 million people that viewed the Livestream reception, per BMW.
  • Esports ad revenues have also been on the increase, with ad sales estimated to succeed in $200 million this year within the U.S. alone, consistent with an eMarketer report from last year. As coronavirus lockdowns continue and in-person sports are canceled, esports has a chance to grow even larger by reaching bored consumers with stuck reception.
  • BMW joins other brands including Chipotle Mexican Grill, Kellogg Snack Brands, and Coca-Cola, which recently signed a multiyear entitlement partnership with e-NASCAR, which also are increasing marketing activities around esports.

WHAT IS MERCEDEZ DOING IN ESPORTS?

Mercedes-Benz enters esports in partnership with ESL

  • Mercedes Benz will partner with the world’s largest esports company, ESL. This new cooperation will include tournament sponsorships across several global markets. The primary event which will be sponsored as a part of this new partnership is going to be one among ESL’s flagship events, ESL One Hamburg 2017, a Dota 2 tournament with a serious status and a prize pool of €1,000,000.
  • The engagement is a component of Mercedes-Benz’s sponsoring- and marketing portfolio’s new strategic direction. After its entry into Formula E, the corporate thus gives another impulse during a future-oriented field. Double-digit growth rates, sold-out stadiums across the world, yearly prize pools of over 100 Million Euros, and almost 500 Million streaming hours watched per month all show the increasing significance of esports.
  • According to Newzoo’s 2017 Global Esports Market Report, global esports awareness will increase from 1.1 billion in 2016 to 1.3 billion in 2017 and can approach 1.8 billion by the year 2020. With this rapidly growing global audience, esports is quickly becoming a major target industry for brand involvement and integration. Mercedes-Benz aims to capture the chance of reaching engaged fans.
  • Dr. Jens Thiemer, vice chairman of Marketing Mercedes-Benz Passenger Cars: “Our wide-ranging international commitment to sport allows us to accommodate the interests of our diverse target groups. As a brand, we maintain close contact with our customers, are ready to build up empathy and to become an accepted part of their world. We’ve been following the extremely fast-growing eSports segment for a few time now and are firm in the opinion that this new involvement will complement our existing sports sponsoring activities with an eye fixed on the long term and permit us to form contact with a really interesting, new target group.”
  • Esports may be a rapidly growing field, constantly creating and improving its own world and ecosystem. Many people everywhere on the planet are participating in esports on‐ and offline. As a pioneer, Mercedes-Benz is embarking on an exciting journey and helps to shape a promising future within the field of esports. The brand’s engagement in esports began in 2017 when it became a partner of ESL, one of the most important esports companies within the world, and was deepened in October 2018 when it became the worldwide ESL mobility partner. In 2019, Mercedes-Benz has taken the move of becoming the primary vehicle manufacturer to take a position in an esports team. The involvement in SK Gaming manifests the brand’s commitment to professional gaming because of the spearhead of a worldwide subculture. The year 2020 marks a subsequent milestone within the field of sports sponsoring: the Stuttgart-based luxury brand is about to become the exclusive automotive partner of all global League of Legends Esports events of Riot Games – the Mid-Season Invitational, Worlds, and therefore the All-Star Event.

The Mercedes-AMG Petronas Esports Team is that the esports team of the Mercedes-AMG Petronas Formula 1 Team.

  • Based on the premises of the Mercedes-AMG Petronas Formula One Team, Brackley, a purpose-built esports training center provides the team’s gamers with world-class facilities and state-of-the-art equipment from our Esports partners, to develop their skills, train, and compete. Being integrated into the Driver-in-Loop Simulator department, where F1 development drivers provide feedback to engineers on a virtual model of the car, the esports program will enjoy transferable elements pertinent to optimizing car set-up and honing racecraft.
  • 2020 has already seen the Mercedes-AMG Petronas Esports Team esports drivers Brendon Leigh and Bono Huis team with F1 drivers Valtteri Bottas, Esteban Gutierrez, Anthony Davidson; Formula E drivers Stoffel Vandoorne and Nyck de Vries so as to race, win and entertain fans around the world in F1’s Virtual GP and Pro Exhibition Series; Torque Esports “The Race” All-Star Series and therefore the Formula E Unicef Race reception Challenge.

Mercedes-Benz presents the Trophy Ceremony of the 2020 League of Legends World Championship

  • The competition for the world’s top League of Legends (LoL) professional teams happened in Shanghai from 25 September – 31 October 2020. The ultimate saw Suning and DAMWON Gaming battling it out for the title of World Champion, with DAMWON Gaming from South Korea ultimately winning in 4 games [3:1]. The Final, which happened at SAIC Motor Pudong Arena ahead of quite 6,000 attendees, ended with the handover of the Summoner’s Cup within the Trophy Ceremony presented exclusively by Mercedes-Benz. Mercedes-Benz has been the exclusive automotive partner for all League of Legends Esports global events since mid-September and is proud to be a part of the world’s largest esports competition.
  • The partnership between Riot Games and Mercedes-Benz was launched with a product appearance within the official 2020 Worlds Anthem Video, sparking excitement and chatter among fans worldwide. The digital activation of the automotive brand known by its three-pointed star, which involved a raffle for 10,000 Hextech Chests during a custom Mercedes-Benz design, was started just after the official announcement of the partnership and provided unique fun for players and fans of League of Legends alike. Over the complete duration of the Worlds 2020, which lasted until 31 October, quite 329,000 players worldwide played quite 3.7 million rounds of the Mercedes-Benz quiz for an opportunity to win a Mercedes-Benz Hextech Chest.
  • But the highlight thus far of this introduction by Mercedes-Benz is because the global automotive partner for League of Legends Esports happened last weekend at Worlds 2020 under the motto “From Idols To Icons”. The brand with the three-pointed star put in an appearance at the start than at the top of an exciting day. The arrival of the 2 finalist teams within the exclusive Mercedes-Benz shuttle service set the tone for an exciting finale, giving League of Legends fans a primary glimpse of the players’ faces on this significant day.
  • The handover of the trophy, presented exclusively by the Stuttgart-based luxury brand beginning this year, marked the culmination of the event. a gift ceremony with an exciting choreography set against a spectacular backdrop witnessed the presentation of the Summoner’s Cup, followed by the introduction of the winning team before the Cup was handed over to the winners and therefore the pent-up emotions of the day might be released. “Helping to shape such an emotional and atmospherically unique League of Legends World Championship Final made us very proud,” said Bettina Fetzer, Head of selling at Mercedes-Benz AG. “We are particularly pleased about many positive reactions from the community to our commitment.”

Mercedes-Benz in eSports: In-Car-Gaming CLA at ESL One in Birmingham

  • Birmingham/Stuttgart. Twelve of the world’s best eSports teams in Dota 2 came together at the weekend to compete in Birmingham. because the global mobility partner of the ESL, Mercedes-Benz supported the tournament at stage Birmingham. Alongside the tournament itself, one among the highlights was the In-Car-Gaming CLA at the Mercedes-Benz stand. Visitors were ready to sit within the vehicle and play the racing simulation “SuperTuxKart” on the widescreen display of the CLA. Operation is via the wheel and also the accelerator and pedal of the CLA.
  • Alongside the In-Car-Gaming CLA, an EQC was on show for the delighted members of the general public at ESL One in Birmingham. The battery-electrically driven off-road vehicle is characterized by its intelligent (drive) strategy. Because of its permanent and 100-percent variable all-wheel drive, the EQC delivers a really dynamic performance, the right partner for an exciting Dota 2 match.
  • A further highlight of the event was the vote for the Mercedes‑Benz MVP (Most Valuable Player), which is held as a part of every Dota 2 tournament. The worldwide fan community also as an independent jury of 5 crowned the Estonian Player Clement “Puppey” Ivanov of “Team Secret” as Mercedes-Benz MVP, who can choose a Mercedes‑Benz valued at 50,000 euros because of their outstanding performance within the tournament. the entire prize for the tournament was nearly 270,000 euros.
  • The Mercedes-Benz stand at stage Birmingham offered the visitors a journey through time from the origins of gaming to modern eSports. Whereas the Gameboy was a well-liked travel gadget on the rear seat an honest 20 years ago, today the vehicle itself is a games console.
  • Under the hashtag #RiseOn, Mercedes-Benz is entering the third year of its eSports activities. With the acquisition of shares within the eSports pioneer SK Gaming and therefore the global mobility partnership with the ESL, Mercedes-Benz is one of the most important global sponsors of this sort of sport.

Mercedes-Benz to become the exclusive automotive partner of all global LoL Esports events

  • The Stuttgart-based luxury brand is about to become the exclusive automotive partner of all global League of Legends Esports events of Riot Games. This was announced today by Bettina Fetzer, vice chairman Marketing Mercedes-Benz AG, during the 2020 League of Legends World Championship Preview Event. The partnership will specialize in the League of Legends community and can feature Mercedes-Benz because of the presenting sponsor of the Trophy Ceremony at global events, the top of sporting success for LoL pro teams.
  • The tenth edition of the 2020 LoL Esports World Championship, or 2020 Worlds for a brief, will happen in Shanghai from 25 September to 31 October. the primary major global sports event in China since the coronavirus pandemic marks not only the tenth anniversary of the Worlds but also the start of the worldwide partnership between Riot Games and Mercedes-Benz. Hints about the partnership got to the community beforehand. Attentive observers had already recognized the Mercedes-Benz GLA and therefore the Mercedes-Benz EQC (combined power consumption: 21.3-20.2 kWh/100 km, combined CO2 emissions: 0 g/km)¹in the official Worlds anthem video, released on 17 September. it had been a hot topic within the community. Mercedes-Benz responded immediately on social media, where Bettina Fetzer, vice chairman Marketing Mercedes-Benz AG, sat in an EQC with the Summoner’s Cup on the front passenger seat and said in a dialogue with MBUX: “Hey Mercedes, guide me to Shanghai!”
  • Bettina Fetzer officially announced the partnership today at the World’s 2020 Preview Event, hosted by Riot Games. Mercedes-Benz is now the exclusive automotive partner of the three global events of League of Legends: the Mid-Season Invitational, Worlds, and therefore the All-Star Event. In doing so, the automotive brand bearing the three-pointed star is elevating the prevailing sponsorship of the Chinese League of Legends, the so-called LPL, to a worldwide level.
  • “We decided to partner with Riot Games because we strongly believe esports”, says Bettina Fetzer, vice chairman Marketing Mercedes-Benz AG: “League of Legends is one among the foremost popular games in recent years. By partnering with Riot Games at the worldwide level, we would like to participate even more actively than before in shaping the longer term of esports and encourage fans about our brand during a playful dialog”.
  • Mercedes-Benz begins the partnership with the motto “Icons of a replacement generation” and in doing so looks back on ten years of League of Legends Esports World Championship. Mercedes-Benz underlines the notion of the community first at the beginning of Worlds and through the event issues Mercedes-Benz-branded Hextech Chests – virtual surprise boxes with coveted in-game items. Furthermore, plans involve using creative and innovative approaches to supply and supply exclusive content for fans during the Worlds. By doing so, Mercedes-Benz intends to interact with many connected fans around the globe and to actively participate in shaping Worlds through constant engagement.
  • “As the first luxury automotive brand to embrace esports at a global scale, Mercedes-Benz has developed a deep understanding of the unrelenting passion fueling the game and the League of Legends esports community,” said Naz Aletaha, Head of Global Esports Partnerships, Riot Games. “Mercedes has been synonymous with excellence for nearly a century, and we are excited to combine our shared appetite for innovation to bring great sporting moments to the global League of Legends stage”.
  • In addition, the TV spot that impressively fuses the world of LoL Esports with the real world celebrated its world premiere at the media event. In the spot, the viewer meets both famous esports heroines and heroes as well as a number of the most popular League of Legends characters. Only the interaction of all the players makes the line-up an unbeatable team and therewith “Icons of a new generation”.
  • The commitment to esports and the creation of added value is also made tangible by a host of other measures. Mercedes-Benz will from now on present the trophy ceremonies at all three global events, bring a new broadcast segment in the most important global event streams to the homes of fans, and pay a lasting tribute to esports in general and the League of Legends community in particular with additional integrations and creative communication activities.

Five reasons why Mercedes-Benz is involved with eSports

1. Because eSports are definitely sports

2. Because eSports are a growing market

3. Because eSports reach a future-oriented, attractive target group

4. Because eSports have impressive reach figures

5. Because eSports have a positive effect on the image of Mercedes-Benz

WHAT IS TIK TOK DOING IN ESPORTS?

TikTok to become the principal partner of esports team Tundra

  • Chinese short-form video platform TikTok has continued its expansion into the esports industry by signing up because of the new principal partner of London-based esports organization Tundra.
  • TikTok, which is best known for dancing videos that go viral among teenagers, made its bow within the world of competitive, organized video gaming this year with the TikTok Cup, a web collegiate esports tournament with a $60,000 prize pool.
  • As a part of the new partnership, which comes in line with the discharge of the favored computer game FIFA 21, TikTok is going to be displayed on the front of Tundra’s new jersey.
  • “FIFA has over 3.3 billion views on TikTok so far. The appetite for esports, and particularly FIFA content is already proven, therefore the partnership may be a natural fit,” said Michael Munro, co-founder of Tundra.
  • Launched in 2019, Tundra’s roster includes 2018 FIFA eWorld Cup Champion Musaed “Msdossary” Al-Dossary, who has quite 945,000 followers on social media.
  • “Esports has found a natural home on TikTok, with gaming content already proving to be hugely popular in our community,” said TikTok Europe’s Head of brand name and Partnerships Marketing Jana Ulaite. “We can’t wait to ascertain what team Tundra has a future for us for FIFA 21.”
  • “FIFA has over 3.3 billion views on TikTok so far. The appetite for esports, and particularly FIFA content is already proven, therefore the partnership may be a natural fit,” said Michael Munro, co-founder of Tundra.
  • Launched in 2019, Tundra’s roster includes 2018 FIFA eWorld Cup Champion Musaed “Msdossary” Al-Dossary, who has quite 945,000 followers on social media.
  • “Esports has found a natural home on TikTok, with gaming content already proving to be hugely popular in our community,” said TikTok Europe’s Head of brand name and Partnerships Marketing Jana Ulaite. “We can’t wait to ascertain what team Tundra has a future for us for FIFA 21.”
  • Tundra has also teamed up with Italian sportswear company Kappa, who will provide the esports organization with their new apparel, including their jersey and tracksuit.
  • “E-sports is extremely much at the forefront of our strategy going forward and that we believe the worldwide appeal of Tundra is extremely much aligned with our own,” Dave Bandell, UK Sales Manager of Kappa said.

How is TikTok Impacting the Esports and Gaming Industry?

  • Esports teams are, by and enormous, global brands without much within the way of a home crowd. This suggests social media is an important tool in attracting new fans; complementing competition results with the brand’s voice and various personalities. Twitter, Instagram, and YouTube are apt platforms for video content, suiting some sorts of storytelling better than others. None quite compare to TikTok though, with a channel-swapping interface that made viral video hits an almost daily occurrence.
  • If you have been exposed to at least one of those videos, but don’t know the background, here are the fundamentals. TikTok may be a video-sharing social networking service owned by Beijing-based ByteDance. Its content offering is made around lip-synced or looped videos, lasting anywhere from three to 60 seconds.
  • The app’s key appeal comes from its use of AI. While the timelines of other social media apps are generated algorithmically, TikTok uniquely analyzes users’ interests and preferences supported how they interact with the content. There’s no homepage interface; only a content feed created by how long a user watches a video.
  • This is different from Facebook, YouTube, and Spotify, where AI is simply a tool that’s a part of the experience. These platforms recommend content, and therefore the user can choose between there, whereas TikTok aggressively dictates what you’ll see. This lack of choice could find yourself becoming the de-facto format of future entertainment platforms.

The first TikTok esports tournament kicks off with Fortnite and League of Legends broadcasts

  • TikTok has teamed up with Collegiate StarLeague for a web esports tournament between college students.
  • Because you are probably wondering how a whole tournament, to not mention live streams, can happen in TikTok, the tournaments are literally being broadcast on Twitch.
  • The first qualifier tournaments happen Saturday, May 9, and can see teams of scholars bully-off in Fortnite and League of Legends. the primary Rocket League and CS: GO qualifier tournaments will happen the subsequent afternoon, Sunday, May 10. Broadcasts are being aired on the CStarLeague Twitch channel at 12 pm PT / 3 pm ET / 8 pm BST.

“TikTok and esports collide within the first-ever TikTok Cup for school gamers! 

  • Represent your school during this free $60,000 prize pool event spanning esports tournaments for all of your favorite games, live-stream broadcasts, and giveaways,” reads the TikTok Cup website.
  • It’s not too late registering for many of the TikTok Cup tournaments. you’ll inspect the entire rules and qualifications here. You would like to be currently enrolled at an accredited US college or university. 
  • You will also get to assemble a team of other students, and you all got to be attending an equivalent college or university. A subsequent round of qualifier tournaments are happening the weekend of May 16 and should 17, and registration for those tournaments exposes May 11 “or when registration for the preceding tournament for an equivalent game title closes.”

TikTok helps solve one of the foremost significant challenges that esports teams (even esports giants like Cloud9, Team Liquid, and G2) all face, which is acquiring new fans. Current platforms leave them fighting for crumbs, as once a lover has picked their favorite team, it’s unlikely for them to flip to a special organization unless a team brings on a selected player or roster.

  • The best example of this was within the LCS in 2018 with Clutch and Golden Guardians both entering the league, as both brands struggled early to determine fanbases. Even with the departure of Immortals, Envy, Dignitas, and Pheonix1 from the space, Clutch and Golden Guardians competed for equivalent LCS fans on Twitter, Youtube, and Instagram, and struggled to face out.
  • Why fight for existing fans on Twitter, Instagram, and Youtube once you can target vanilla fan? TikTok may be a platform that will allow teams to their brand to be shown to a replacement audience of gamers.
  • One of TikTok’s strengths is how the algorithm works when suggesting content to you. The “For You Page” system allows almost anybody to possess a bit of content that goes viral and to get new creators for you to follow. The algorithm is far and away one among my favorites, as is sort of almost like Youtube’s.
  • So why is it important to start out right now? TikTok hasn’t sold bent advertisers yet, so creators get priority. The bar isn’t set high, so you would like to place a tad bit more effort to grow and obtain engagement. Furthermore, the algorithm favors creators with existing platforms (it favors your content if it’s shared on other platforms like Twitter or Reddit). It’s a superb funnel for users to seek out your Instagram and Youtube and generate additional growth and engagement on those platforms.

The most common question we get from brands is:

“What do I post on TikTok?”

For starters, gameplay clips are the best; funny moments, crazy outplays, or generally from your influencers and players. 100Theives has capitalized on this approach, mixing in their content with meme content generated by the gaming community, mirroring what Bleacher Report did on Instagram and Twitter early. At scripting this article, 100T has amassed +93,100 followers, and +1.3 Million likes in only over three months of consistent activity.

Secondly, you’ll upload content that you simply would typically post on to your Instagram stories, like behind the scenes, brand announcements, or updates. Take a glance at TeamLiquid if you’re curious about seeing what that sort of content seems like.

And finally, by recreating trending TikToks for the gaming audience, with Complexity offering great examples for a way to try to do this from an esports angle. They’ve been mixing in their iterations of trending TikToks using their staff members and players.

WHAT IS MASTERCARD DOING IN ESPORTS?

Mastercard Signs with League of Legends as First Global Partner of the World’s Largest Esport

  • Mastercard announced a multi-year partnership with Riot Games to become the primary global sponsor for League of Legends esports, the most important esport within the world. This first-of-its-kind global agreement signifies Mastercard’s support of the esports community and further diversifies the technology company’s world-class sports and entertainment portfolio.
  • “Esports may be a phenomenon that continues to grow in popularity, with fans which will rival those at any major sporting event in their enthusiasm and energy,” said Raja Rajamannar, chief marketing, and communications officer, Mastercard. 
  • “Our Priceless platform is made around connecting with people through their passions. We are excited about the experiences and benefits we will bring back the world’s largest esports – both in-game and to the many League of Legends fans that watch and attend the tournaments annually .”
  • “We are thrilled to team with Mastercard on this groundbreaking partnership which will provide meaningful and long-term value to our fans,” said Naz Aletaha, head of esports partnerships at Riot Games. 
  • “Mastercard is among the primary of world-class brands to require such an enormous step into esports at the worldwide level, and we’re proud to possess them to support League of Legends esports events alongside their other premier sports and entertainment sponsorships.”
  • As the exclusive global payment services partner for League of Legends global esports events, Mastercard will specialize in three annual global tournaments – the Mid-Season Invitational, the All-Star Event, and therefore the pinnacle of all esports events, the Planet Championship. 
  • Mastercard will curate unforgettable Priceless experiences and offers across onsite event activations, priceless.com, and other various promotions to bring fans closer to their passion and everything they love about League of Legends events.
  • The first live-event activation will happen at the League of Legends World Championship this fall in South Korea, and therefore the first experiences available on Priceless.com will include:

Priceless Promotions

  • Mastercard cardholders within the US and Canada (excluding Quebec) will have an opportunity to win the last word All-Star Event experience once they use and save their Mastercard information within the League of Legends gaming platform.Similar promotions and extra ticketing programs will still roll out globally throughout the partnership.
  • In addition, Mastercard will work with its banking partners to supply unique League of Legends co-branded products in select markets, starting in 2019.
  • For quite 20 years, Mastercard has been a sponsor of sports and entertainment. League of Legends is the latest sport to hitch Mastercard’s impressive roster of premier partners, including big-league Baseball, the PGA TOUR®, The Open, The Australian Open, Roland-Garros, Rugby World Cup, and UEFA Champions League, among others.

Mastercard Expands Global Relationship with Riot Games As Exclusive Category Partner of League of Legends Championship Series in North America

  • Mastercard today announced it’s expanded its existing, global partnership with Riot Games League of Legends esports into financial services category exclusivity for the League of Legends Championship Series (LCS), the preeminent esports series in North America, deepening its relationship with the most important esport within the world and reinforcing its support of the esports community. 
  • Additionally, Mastercard today introduced “Together Start Something Priceless,” a League of Legends community-driven content series which will showcase unique stories of League of Legends players around the world.
  • “This expanded relationship represents the continued growth in popularity of esports also because of the success of the worldwide partnership between Mastercard and Riot Games,” said Cheryl Guerin, executive vice-chairman of North America Marketing & Communications at Mastercard. “We also are excited through the ‘Together Start Something Priceless’ content series to not only demonstrate our support for this community but also share a number of the good stories and galvanizing individuals we’ve encountered during our partnership.”
  • As the exclusive financial services category sponsor for the LCS, beginning with this weekend’s Summer Split Finals in Detroit, Mastercard will curate a good range of Priceless experiences and exclusive cardholder benefits across onsite event activations, via Priceless.com and thru other to-be-announced promotions to bring cardholders closer to their passion and help fans experience what they love about League of Legends competitions. 
  • Mastercard also will partner with the platform to integrate payment technology that drives an easy and secure payment experience. This checkout experience arms players with tokenized checkouts masking their card number making every transaction unique for those saving their cards and for people who aren’t, Mastercard will eliminate laborious key entry with Secure Remote Commerce, an easy click to pay inspection.
  • “Mastercard has already proven themselves to be true stewards of the League of Legends community. After launching our partnership last year, including global events and therefore the curation of truly priceless moments at Worlds, 
  • Mastercard has partnered with MOFILM, a pacesetter in crowdsourcing and social content development, to curate five entertaining and galvanizing stories that underscore the brand’s platform “Together Start Something Priceless,” as told by League of Legends players from around the world who are positively impacting the community, leading the way during a trailblazing manner or supporting one another.
  • Together Mastercard and MOFILM will deliver five films from select markets (United States, Germany, China, France, and Brazil) over 6 months. Each story will specialize in League of Legend players and their unique stories. Debuting today, the primary film tells the story of professional esports competitor Stephen Ellis, a.k.a. Snoopeh, of the US, and the way he has married his passion for League of Legends esports with an entrepreneurial spirit to assist other players to turn their love of the game into a career.
  • All films are going to be unveiled on the new @MastercardNexus channel on Twitter, while Mastercard’s YouTube channel will function as a library for all the films.

Key components of the new LCS partnership

  • Sponsorship of the LCS “Player of the Week Award (POTW),” which can recognize one professional LCS athlete as selected by a committee of commentators and analysts on weekly play and attributes. As a further deliverable to the community and viewership, fans will have the power to vote on who they believe the POTW is going to be and potentially receive an equivalent token awarded thereto athlete. More details to be announced within the near future
  • Presenting sponsorship of the LCS Opening Ceremonies in Detroit, featuring enhanced brand visibility, assets, and access including Priceless Experiences for cardholders like backstage tours, VIP viewing with League of Legends pro players, and meet-and-greets with the featured musical acts.
  • Opportunity to issue co-branded products, featuring esports marks and a spread of League of Legends images, photos and artwork, via Mastercard banking partners, allowing consumers to further integrate their fandom into their everyday lives.
  • For quite 20 years, Mastercard has partnered with prominent organizations in sports and entertainment to enable cardholders to further tap into this passion through exclusive access, unique experiences, and one-of-a-kind fan engagement opportunities. LCS is the latest property to hitch Mastercard’s impressive roster of premier partners, including big-league Baseball, the PGA TOUR®, The Open, The Australian Open, Roland-Garros, Rugby World Cup, and UEFA Champions League, among others.

MasterCard and Alienware look to vary the advertising game in esports

  • Riot Games is allowing in-game sponsor banners united with Legends with MasterCard and Alienware first to check-in.
  • MasterCard and gaming PC firm Alienware are going to be the primary two League of Legends esports sponsors to check-in for the in-game branding opportunity. The banners will debut during the Summer Split portion of the present season and be called Summoner’s Rift arena branding. Riot is enabling each of its 12 regional leagues to possess different sponsors within the game, and crucially for players, the banners will only be visible to viewers of the esports competitions. Riot believes that in-game signage will become one of its most precious deliverables and noted the parallel with traditional sports. “For the primary time of united history, SR Arena Banners put our partners’ brands directly on the sector of play, creating an immersive experience that echoes the energy found in major sports arenas,” said Head of worldwide Esports Partnerships Naz Aletaha.

WHAT IS VISA DOING IN ESPORTS?

VISA and FACEIT Announce $450,000 Esports Programme with Gazprombank

  • Visa and FACEIT have partnered with Gazprombank to launch the primary esports card product for gamers actively engaged in Dota2 and CS: GO titles in Russia.
  • Gazprombank’s new FACEIT open-end credit by Visa will allow making everyday purchases, also give gamers exclusive access to tournaments on the FACEIT platform. Cardholders are going to be ready to participate within the competition for the prize pool in both disciplines of the FACEIT team game tournaments, Dota 2 and CS: GO.
  • $450,000 in prizes are going to be distributed among players within the primary three months across several different tournament formats for CS: GO and Dota 2, both in FACEIT points and ruble cash prizes.
  • “In designing this product, we always stuck to the core question: ‘What does a player really want?’ the solution to the present is surprisingly simple: the player wants to be rewarded for his success within the game. So we accepted the challenge of producing a various, rich, exciting reward infrastructure that motivates players’ to become better while putting real tangible prizes into their hands once they win tournaments. With CS: GO and Dota hitting a peak of 1.3M and 800K concurrent players, we are saying to the world: come compete with us and obtain $450,000 worth of prizes!” Evgeniy Zelenyi, Director of Strategic Partnerships and Fintech at Visa Russia, said.
  • “We are very excited to launch the program with VISA and Gazprombank as our first partner during this world-first collaboration. This program may be a great example of how brands can connect with our community and significantly contribute to the event of competitive ecosystems which are some things that are hugely important for FACEIT.
  • The partnership aims to drive new competitive opportunities to esports players in Russia while also creating valuable content for CSGO and Dota2 players. It’s fantastic to partner with international industry leaders to make new initiatives,” Niccolo Maisto, Co-Founder & CEO of FACEIT, said.
  • “Following the trends within the banking business, Gazprombank once more relies on personalization. At this point, we chose a rapidly growing segment, the mass e-sports market in Russia. In partnership with Visa and FACEIT, we launched a singular card product for gamers, because of which we decide to significantly increase our customer base. I’m sure that the new card is going to be in demand because now the e-sports audience in Russia has about 10–12 million people and is predicted to grow by 20% annually,” Alexey Popovich, First vice chairman and member of the Management Board of Gazprombank, said.

There are numerous payment options available on eSports platforms which allows you to conveniently and safely withdraw and deposit funds. one among the foremost reliable and popular methods of crediting eSports betting is that the use of eSports Visa Card.

  • This is because Visa Card is accepted within the majority of bookmarks worldwide. More so, MasterCard is safe, secure, and is globally recognized as a way of payment. it’s also convenient for electronic funds transfer and will either be within the sort of debit or credit cards. On arcane esports, you’ll make your bets using credit cards.

Why Should I exploit Visa for Online Betting?

Visa is accepted across the world, and no matter which eSports platform you’re using, or which country you reside, you’re guaranteed that the eSports visa securely covers you. Most of the licensed eSports bookmakers provide their players with the choice of using MasterCard for eSports bets. The incredible fact about using Visa is that it offers a better degree of safety and security. Its worldwide reputation also makes it reliable and convenient.

Safety and Security

  • Safety and security may be a critical issue when it involves online payments since blench of privacy is frequent which could lead to the loss of funds. Visa card features inbuilt security measures and systems that ensure your funds are protected no matter the eSport site you employ your Mastercard.
  • Visa card management even has a reliable customer service channel that’s highly responsive, and that they offer convenient support to merchants like eSports bookmakers to uphold the safety of the users.

Speed and Convenience

  • Visa is understood to be the fastest and most convenient method of payment. When paying for the bets of your favorite games, Visa ensures that the processing of the payment isn’t only fast but also convenient. The reliability of this suggests payment is unmatched by other methods.

Can I Credit My eSports Betting Account with Visa?

Most players and eSport bookies prefer using MasterCard since it’s globally recognized and is straightforward to use. Unlike other online banking methods and wallet services, a Visa card doesn’t require the player to register with the payment provider. After creating an account on your preferred eSports platform, you simply got to select Visa by choosing the credit/debit card options listed in the payments sections. And within seconds you’ll make your deposits. It is, however, important to notice that some banking providers don’t support eSports betting using credit. 

Charges for Depositing using eSport Visa

There are certain fees that are related to using MasterCard to credit your betting account because it is with other transaction options. for instance, there are some which will charge a currency conversion fee especially if you’re employing a currency that’s not supported by the platform.

You will even be charged a transaction fee. Other bookies also will charge a processing fee. More so, MasterCards wont to fund gambling activities are termed as ‘cash advances’ which suggests that your bank will impose some charges.

However, these fees vary counting on the banking provides, and therefore the online bookie provides. Thus, it’s important to match various online eSports betting platforms before deciding which among them is that the most reliable.

ESports Visa Alternatives

If you’re still inconvenienced that your visa card financial information is safe, then you continue to produce other options of depositing or withdrawing funds.

The payments alternatives vary between various eSports betting sites but the foremost common include; direct bank transfer, online payment systems like PoLi, cryptocurrency methods like Bitcoin, and through web wallets like Skrill, Paypal, and Neteller.

There are various payment methods supported by your different eSport bookie and it’s your option to decide which among them is convenient for you. However, you ought to not compromise convenience for safety and security, during which case MasterCard is most reliable when it involves security and safety.

Gaming giant Razer is launching a prepaid credit card that lights up once you make payments

Gaming company Razer is launching a prepaid credit card with Visa in Singapore.

  • The card is virtual, almost like the Apple Card, but users can request a premium physical card that lights up once you make payments.
  • Razer is that the latest tech company to diversify into the private finance space, alongside Apple and Samsung.
  • First, there was the Apple Card, now there’s the Razer Card.
  • Gaming company Razer just unveiled the Razer Card, a prepaid MasterCard it created with Visa which will be available in beta in Singapore. Razer previously announced its ambitions to create a prepaid card in partnership with the payments giant last year but unveiled the cardboard and beta program on October 5.
  • Similar to the Apple Card, the Razer Card may be a virtual card that will be accessed via the company’s Razer Pay service. There’s also a choice to upgrade to a premium physical card, which the corporate says can illuminate when making a chip or contactless payment. Razer’s physical cards are numberless, the corporate says, another characteristic is shared with the Apple Card.
  • The company hasn’t explicitly said whether it’ll charge users for the light-up card. But it does ask for the virtual and standard cards as complementary, saying the users can upgrade to the premium card, implying that there could also be a fee to try to do so.
  • Coming from a gaming company, it’s no surprise that Razer is trying to “gamify” its prepaid card. the corporate claims its rewards system will differ from that of other cards since it’ll allow cardholders to trace and score rewards supported by everyday tasks and transactions.
  • The card offers 1% cashback on all purchases and 5% on purchases made through Razer’s store and Razer Gold, the company’s virtual system for purchasing games and in-game content. During the beta, cardholders will get 10% cash back on purchases made through these Razer channels.
  • The prepaid card is being launched by Razer Fintech, the gaming hardware firm’s digital payment network in Southeast Asia. It’s going to appear to be an unexpected move for a corporation best known for its line of gaming accessories and laptops, but Razer views its Fintech arm as a crucial part of its growth strategy alongside mobile and cloud gaming and esports.
  • Razer is simply one among several tech firms that’s expanded into personal finance recently. Venmo introduced a credit card on the exact same day, and Apple launched the Apple Card last year. Google is additionally said to be performing on a sensible open-end credit, consistent with TechCrunch, and Samsung announced a money management system that has a Mastercard open-end credit earlier this year.

How can Esports bring new values into the global economics or business industries in the future?

The global computer game market is forecast to be worth $159 billion in 2020, around fourfold box office revenues ($43 billion in 2019) and almost 3 times music industry revenues ($57 billion in 2019).

Gaming revenues are almost entirely driven by consumer spending, but the business model has evolved significantly in recent years. Consumers today buy fewer games than in previous decades, but spend longer with those games, shifting the business model from single-unit to recurring revenue generated from a base of active users.

As a result, the industry is laser-focused on increasing engagement per user. Apart from making video games as compelling as possible, the strategy for doing so has been the adoption of in-game monetization opportunities. This extra downloadable content (DLC) can include expansion packs, new features, tools and characters, and “loot boxes”, which are effectively a lottery of virtual items.

This business model has been available in tandem with improvements to gaming hardware, bandwidth, and mobile internet, which have made high-quality games more accessible across devices and platforms. Indeed, on the brink of half (48%) of the industry’s revenue now comes from mobile gaming.

A separate part of gaming is esports, which refers to organized, multiplayer computer game competitions. This sector is forecast to grow to only over $1 billion in 2020. Business models in esports closely follow professional sports – though competitions are much more fragmented – with the bulk of revenue coming from advertising and broadcasting. Although relatively small as compared with the general gaming market, esports has relevance here because it appears connected to the continued growth of gaming.

What characteristics of Esports lead to the development of new technology?

1 – Diversity of Game Genres

The overwhelming majority of esports titles are PC games that fall under a couple of major genres, with MOBAs like League of Legends, Smite, Heroes of the Storm, and DotA2 being a number of the foremost popular in terms of participation. However, with their complex gameplay, MOBA games are often difficult for viewers who don’t play them to know and for gamers to master. Would more accessible game genres and segments gain a wider audience and player base?

2 – Geographic Expansion of Leagues

For esports leagues to tap into bigger advertising budgets, they have to exist on national, regional, and global levels as traditional sports do. Few advertisers have a big global advertising or sponsoring budget, as most marketing money is spent on an area level. Currently, only League of Legends features a structure that resembles this hierarchy, with regional league structures in North-America, Europe, South-East Asia, Oceania, and Latin America, and country-based league structures in China, South-Korea, and Turkey.

3 – Regulation of Competitions

Esports has grown beyond the tiny grassroots venues where small groups of gamers were competing. More and more companies are seeing the potential to form money in esports. Last, FanDuel purchased the daily-fantasy startup AlphaDraft, each day after competitor DraftKings announced it had been expanding into esports with daily fantasy games for League of Legends. With multimillion-dollar prize pools now at stake, and increasing amounts of cash being back the result of those games, new rules and regulations are needed to combat cheating and match-fixing.

One of the larger regulation voids in esports is that the current structure around content rights. As of now, it’s uncertain who owns the rights to esports content. Games played during events are owned by publishers or the event organizers, while videos made by fans and streams that contain game content are owned by the fans and streamers themselves. Thus far, content rights haven’t really been attention to publishers, as fan-generated content has served as free advertising for his or her games. As direct esports revenues grow, this might change.

5 – Alignment of Digital & Traditional Media

While competitive gaming would surely enjoy broadcaster advertising and its budgets, esports and traditional media haven’t yet aligned. Will the all-digital esports world adapt to the normal media ecosystem or vice versa? Turner Broadcasting and WME/IMG just announced that they’re going to form a Counter-Strike: Global Offensive league which will be aired on TBS on Friday nights for 20 weeks in 2016. TBS isn’t the primary cable network to point out interest in esports. ESPN has been increasingly recognizing the legitimacy of competitive gaming as a sport, covering more and more esports events, including a collegiate-level Heroes of the Storm competition (“Heroes of the Dorm”), and Valve’s multimillion-dollar DotA2 tournament “The International”.

How has the rise of Esports impacted the development of technology?

Gamers started using online communication technology to collaborate because the games were tougher to play, which caused the recording and streaming of play. These streams helped players become more successful at the games, which caused the event of competitions and leagues.

This circle of technology evolution continues to drive the tech evolution as gamers demand better game resolution. The complex games they play and stream online cause higher bandwidth demand and game resolution. High latency and response times cause gamers to, well, lose at their games. In gaming, longer response times (or high latency) cause gameplay to hamper, resulting in losses against players that have lower latency rates just because their controller commands are executed that much faster. In today’s games, fractions of seconds count.

The impact of 5G is often significant for gamers, mainly because 5G processing is significantly faster than current data transmission speeds. Introducing Edge computing into the 5G mix will make the experience even faster for gamers, because the processing needed for complex games are going to be handled by processors closer to the gamers, thereby reducing latency even further. Cloud game systems are going to be a far better blend of cloud and edge computing, offering gamers the simplest of both worlds at 5G speeds.