E-sports

Wanna play in esports? Takeaways from Game Changers | Digital – Campaign Asia

Summary

Game Changers 2021 has just ended. The virtual event was an ultimate guide to marketing in the gaming arena, covering the path to gaining influence, driving monetisation and measuring success.

Throughout the programme, Campaign Asia-Pacific’s editors posted highlights and takeaways here in liveblog style (newest posts will appear at the top).

How the metaverse will play out for brands and gaming companies Posted at 1:10 pm

Rudy Lee, chief strategy officer…….

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Game Changers 2021 has just ended. The virtual event was an ultimate guide to marketing in the gaming arena, covering the path to gaining influence, driving monetisation and measuring success.

Throughout the programme, Campaign Asia-Pacific’s editors posted highlights and takeaways here in liveblog style (newest posts will appear at the top).



How the metaverse will play out for brands and gaming companies 
Posted at 1:10 pm

Rudy Lee, chief strategy officer of Zepeto:

There are a lot of interesting partnerships in the metaverse currently. You need to figure out what you’re prioritising—sales or less immediately tangible exposure. That will have a say on how innovative your activation will be.

Stanley Kim, CEO and Founder of Vive Studios:

For virtual headset immersions, there may be some limitations given the size of the device and, with users blind, the place of use has to be safe. Next year, Apple will launch AR/VR glasses, and that is going to be make this entire industry [much more] popular.

Leslie Shanon, head of ecosystem and trend scouting for Nokia:

If we are going to have a head-mounted device like regular eyeglasses, you need to take processing off of the device… [The speed of] 5G allows you to move this processing power from the hardware to the network and a stack of servers. 5G and processing in networks are the things that make this magic happen.

Read more here: Can brands and the gaming industry collaborate and profit from the Metaverse?



Learnings for esports from traditional sports
Posted at 1.20pm

Bruce Kaider, founder of One Sports and Entertainment, Stephanie Rice, CEO at Rice Enterprises, and Sean Zhang, CEO at Talon Esports discussed learnings from physical sports marketing that can be carried over to gaming and esports.

Kaider spoke about the nature of esports fans vs fans of physical sports:

There’s a cult-like nature to esports fans and the way they support their teams. The difference is that with esports, fans are loyal to game titles within their market whereas with mainstream sport, there’s also loyalty to an iconic athlete or performer. And I think that transition is going to be really interesting as we try to bridge the gap and bring mainstream fans to esports and we’re able to create brand identities and celebrities of our athletes.

Rice spoke about the new challenges of managing esports athletes:

The new thing we’re having to learn when it comes to esports athletes is that all of a sudden, are a celebrity and a publicly recognised figure. You now have to deal as a brand and as a representative in the media. And I think that’s something that we are really trying to educate some of …….

Source: https://www.campaignasia.com/article/wanna-play-in-esports-takeaways-from-game-changers/474052