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What does the Super Bowl do the best? They bring in a fuck ton of people to watch a sport most of them don't care about. People have parties for an event they haven't given two shits about for the whole year. They use commercials, and everyone knows it's coming. I know people who don't even watch sports and go to super bowl parties.
The only way for eSports to start getting out of the dark is advertising. Start with Grand Slams, and buy only TV ads for them. They already buy TV ads for their games and expansions - I'm confused why they don't do it for their events. Esports could explode with Starcraft events alone (introduction) just by buying TV ads, and blowing peoples minds with the idea that there's a weekend long event being streamed over the internet.
Instead of trying to be covered on TV, companies that make esports should buy advertising time for their "big events" such as the finals of any of the biggest tournaments. Let the masses know it's happening, then let them decide to find out what the hell this "Starcraft 2" and "Grand Slam WCS" tournament are all about.
/endrant
  
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They already buy TV ads for their games and expansions - I'm confused why they don't do it for their events.
Because one draws in sales while the other draws in viewership leading to a fraction of those sales.
Marketing is already spent affording WCS.
E-sports' demographic aren't TV watchers for starters.
Advertising time would also go at a low price given E-Sports numbers are rather low and no broadcasting channel would want to supplement part of their schedule for a niche with little history.
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On June 08 2013 12:18 Torte de Lini wrote:Show nested quote +They already buy TV ads for their games and expansions - I'm confused why they don't do it for their events. Because one draws in sales while the other draws in viewership leading to a fraction of those sales. Marketing is already spent affording WCS. E-sports' demographic aren't TV watchers for starters. Advertising time would also go at a low price given E-Sports numbers are rather low and no broadcasting channel would want to supplement part of their schedule for a niche with little history.
But one is an instant sale, and the other can depend on selling multiple things - including the sales of the product of itself. When you advertise for the game, you advertise for the game. When you advertise for an event, you advertise for the both the game AND the event, among other things like team swag.
Marketing is already spent affording WCS.... which has a lower prize pool this year because they're not pulling enough viewers? Yet they have money once again to spend on each of their games and expansions TV spots, which were played quite a bit by the way. And I know multiple people asked me what they were when the commercials came on - people who had never heard of Diablo or Starcraft.
The demographic argument makes no sense. Yeah, they don't watch Esports because they have their friend tell them about it. Then they have to make the effort to find visuals of it. A TV advertisement comes on whether or not you want it too. With the cinematic footage of SC2 mixed with promoting SC2 events, you can catch "TV watchers" eyes pretty easily. I promise they will at least become curious about this game once they've seen a cinematic + WCS promotion ad.
And TV advertisers will take any money. They took Blizzards ads for their fucking video games... If that same company came to them with another ad, and the money to get that ad space, it's not like they'll be turned down. I don't think TV advertisers really give a shit, and seeing how Blizzard already advertised video games for a system that a lot of people don't use for video games (though that popularity is coming back), and not for any other popular console, I seriously doubt they CAN'T get an ad on television.
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Here we go:
1. Ultimately, the event needs to attract more purchase and interest. No matter how popular the event is, it will always be a loss, hence why it is always considered marketing over any other division of Blizzard's budget. The event needs have a result on a development company.
There are event and production companies (MLG/ESL [Turtle Entertainment]) and then there are development companies: both are dependent one another but for different and major reasons.
2. The lower prize-pool is because, presumably, Blizzard spent more on ensuring the event is actually properly produced and afforded rather than making the prize purse so enormous. An enormous prize-pool is to attract players, not to attract viewership or future sales/interest of production companies in cooperating. The lower prize-pool is because there are little alternatives for players to consider playing in when Blizzard is cementing their position.
Commercials aren't mean to inform people on what entertainment is, it's meant to entice and create interest for them to further investigate the product (though some Sociologists claim that commercials do have a state of informality). Your friends may have never heard of SC/Diablo, but the commercial may interest them (and if not; then that's fine, it doesn't change the general perspective).
TV commercials have a history of success rates and value, hence why they spend a lot on them; WCS and E-Sports does not.
3. Getting a TV commercial to run against a lot of companies also looking for prime-hour spots is very expensive. To do it internationally is beyond what Blizzard would want to spend on E-Sports, asking for a whole segment during a traditionally popular time is beyond budget for anyone I feel. Your argument is pretty inconclusive to be honest, especially without a track-record.
4. TV Advertisers will take the highest bidders and those who buy tv ad spots want their product to be similar to the programming: you won't run StarCraft advertisements during a midday soap-opera, nor will you do on channels where the demographic is above the age you prefer.
everyone is looking to attract the minds of young adults, it's a very competitive market and time slot.
You're asking for Blizzard to pay more marketing dollars to market an event that is meant to be marketable and is funded through the marketing division of their budget. Essentially throwing more and more money when they don't really need to.
Your rant is unrealistic because it doesn't account for true value of cost and awareness of a development company's goals.
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United Kingdom14103 Posts
I can't see this working, SC2 is so niche in the west that TV advertising wouldn't really bring in a crowd.
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On June 08 2013 13:31 Torte de Lini wrote:
Here we go:
1. Ultimately, the event needs to attract more purchase and interest. No matter how popular the event is, it will always be a loss, hence why it is always considered marketing over any other division of Blizzard's budget. The event needs have a result on a development company.
There are event and production companies (MLG/ESL [Turtle Entertainment]) and then there are development companies: both are dependent one another but for different and major reasons.
2. The lower prize-pool is because, presumably, Blizzard spent more on ensuring the event is actually properly produced and afforded rather than making the prize purse so enormous. An enormous prize-pool is to attract players, not to attract viewership or future sales/interest of production companies in cooperating. The lower prize-pool is because there are little alternatives for players to consider playing in when Blizzard is cementing their position.
Commercials aren't mean to inform people on what entertainment is, it's meant to entice and create interest for them to further investigate the product (though some Sociologists claim that commercials do have a state of informality). Your friends may have never heard of SC/Diablo, but the commercial may interest them (and if not; then that's fine, it doesn't change the general perspective).
TV commercials have a history of success rates and value, hence why they spend a lot on them; WCS and E-Sports does not.
3. Getting a TV commercial to run against a lot of companies also looking for prime-hour spots is very expensive. To do it internationally is beyond what Blizzard would want to spend on E-Sports, asking for a whole segment during a traditionally popular time is beyond budget for anyone I feel. Your argument is pretty inconclusive to be honest, especially without a track-record.
4. TV Advertisers will take the highest bidders and those who buy tv ad spots want their product to be similar to the programming: you won't run StarCraft advertisements during a midday soap-opera, nor will you do on channels where the demographic is above the age you prefer.
everyone is looking to attract the minds of young adults, it's a very competitive market and time slot.
You're asking for Blizzard to pay more marketing dollars to market an event that is meant to be marketable and is funded through the marketing division of their budget. Essentially throwing more and more money when they don't really need to.
Your rant is unrealistic because it doesn't account for true value of cost and awareness of a development company's goals.
1. Marketing efforts aren't a loss, they're an expense (one which presumes increased sales and thus profit). Organising a huge marketing event no one hears about is a waste of money. Promoting such marketing effort isn't ridiculous. I'm not entirely sure why you mention production companies, but the big publishers (rather than development companies) really aren't that dependent on them. If ESL or MLG pisses off Blizzard, they'll just find a random event organiser and ESL/MLG die.
2. The lower prize pool could be just about anything. Maybe Blizzard is saving budget for a massive final of finals every 10 years. Maybe they're just cutting costs. surely don't exclude each other. It's like any commercial for a new product. Regarding the purpose of advertising; informing people about a new product/service seems kind of like a necessity before you try to entice them.
3. Who on earth would start an indiscriminate international campaign? This would be an obvious waste of money... but who's suggesting Blizzard should do so?
4. Not entirely sure what you're trying to say here, other than repeating that well targeted TV ads are expensive?
Hoby isn't saying Blizzard should waste money, but rather the opposite: Blizzard should ensure their marketing investments get the publicity necessary for it to have the envisioned effect (entice people to buy their products, more sales).
I can't say I necessarily agree with his ideas (among other things because of the target group not watching much TV) but TV advertising, and giving some attention to what's beyond the game (community, competition, etc.) could definitely have a positive impact on publisher sales and e-sports in general, even if only due to the "prestige" aspect of TV commercials. I guess whether they're worth their money depends on the strategy of the publisher.
In any case, it's definitely a topic worth discussing. To call his suggestions a rant seems highly exaggerated and I don't really get the need for the arrogant tone applied (though perhaps that's just me).
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On June 08 2013 12:13 hoby2000 wrote:
What does the Super Bowl do the best? They bring in a fuck ton of people to watch a sport most of them don't care about. People have parties for an event they haven't given two shits about for the whole year. They use commercials, and everyone knows it's coming. I know people who don't even watch sports and go to super bowl parties.
The only way for eSports to start getting out of the dark is advertising. Start with Grand Slams, and buy only TV ads for them. They already buy TV ads for their games and expansions - I'm confused why they don't do it for their events. Esports could explode with Starcraft events alone (introduction) just by buying TV ads, and blowing peoples minds with the idea that there's a weekend long event being streamed over the internet.
Instead of trying to be covered on TV, companies that make esports should buy advertising time for their "big events" such as the finals of any of the biggest tournaments. Let the masses know it's happening, then let them decide to find out what the hell this "Starcraft 2" and "Grand Slam WCS" tournament are all about.
/endrant
Super bowl brings people together in the US to watch, because people like parties and it's a social thing. Even if your team didn't make it you watch it. However NFL is the most popular sport in the US. And I think viewership of the super bowl reflects that. Sure advertising works, but where do you advertise? On TV that would be silly, because people are gonna be like well what channel is this on? Can i get it on PPV. The ads have to be done on streams, and websites. I think esports is fine to be honest. I only enjoy dota 2 and starcraft 2 watching because I play those games. Other than that I could care less. The point of that statement is to say, maybe the developers should advertise hey this game is played by pros check this out, with an in game ad sending to a website that has info on upcoming events. I honestly hate to say this but I don't think people are going to watch something they don't play at least when it comes to esports.
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On June 08 2013 20:17 Passion wrote:Show nested quote +On June 08 2013 13:31 Torte de Lini wrote:
Here we go:
1. Ultimately, the event needs to attract more purchase and interest. No matter how popular the event is, it will always be a loss, hence why it is always considered marketing over any other division of Blizzard's budget. The event needs have a result on a development company.
There are event and production companies (MLG/ESL [Turtle Entertainment]) and then there are development companies: both are dependent one another but for different and major reasons.
2. The lower prize-pool is because, presumably, Blizzard spent more on ensuring the event is actually properly produced and afforded rather than making the prize purse so enormous. An enormous prize-pool is to attract players, not to attract viewership or future sales/interest of production companies in cooperating. The lower prize-pool is because there are little alternatives for players to consider playing in when Blizzard is cementing their position.
Commercials aren't mean to inform people on what entertainment is, it's meant to entice and create interest for them to further investigate the product (though some Sociologists claim that commercials do have a state of informality). Your friends may have never heard of SC/Diablo, but the commercial may interest them (and if not; then that's fine, it doesn't change the general perspective).
TV commercials have a history of success rates and value, hence why they spend a lot on them; WCS and E-Sports does not.
3. Getting a TV commercial to run against a lot of companies also looking for prime-hour spots is very expensive. To do it internationally is beyond what Blizzard would want to spend on E-Sports, asking for a whole segment during a traditionally popular time is beyond budget for anyone I feel. Your argument is pretty inconclusive to be honest, especially without a track-record.
4. TV Advertisers will take the highest bidders and those who buy tv ad spots want their product to be similar to the programming: you won't run StarCraft advertisements during a midday soap-opera, nor will you do on channels where the demographic is above the age you prefer.
everyone is looking to attract the minds of young adults, it's a very competitive market and time slot.
You're asking for Blizzard to pay more marketing dollars to market an event that is meant to be marketable and is funded through the marketing division of their budget. Essentially throwing more and more money when they don't really need to.
Your rant is unrealistic because it doesn't account for true value of cost and awareness of a development company's goals. 1. Marketing efforts aren't a loss, they're an expense (one which presumes increased sales and thus profit). Organising a huge marketing event no one hears about is a waste of money. Promoting such marketing effort isn't ridiculous. I'm not entirely sure why you mention production companies, but the big publishers (rather than development companies) really aren't that dependent on them. If ESL or MLG pisses off Blizzard, they'll just find a random event organiser and ESL/MLG die. 2. The lower prize pool could be just about anything. Maybe Blizzard is saving budget for a massive final of finals every 10 years. Maybe they're just cutting costs. surely don't exclude each other. It's like any commercial for a new product. Regarding the purpose of advertising; informing people about a new product/service seems kind of like a necessity before you try to entice them. 3. Who on earth would start an indiscriminate international campaign? This would be an obvious waste of money... but who's suggesting Blizzard should do so? 4. Not entirely sure what you're trying to say here, other than repeating that well targeted TV ads are expensive? Hoby isn't saying Blizzard should waste money, but rather the opposite: Blizzard should ensure their marketing investments get the publicity necessary for it to have the envisioned effect (entice people to buy their products, more sales). I can't say I necessarily agree with his ideas (among other things because of the target group not watching much TV) but TV advertising, and giving some attention to what's beyond the game (community, competition, etc.) could definitely have a positive impact on publisher sales and e-sports in general, even if only due to the "prestige" aspect of TV commercials. I guess whether they're worth their money depends on the strategy of the publisher. In any case, it's definitely a topic worth discussing. To call his suggestions a rant seems highly exaggerated and I don't really get the need for the arrogant tone applied (though perhaps that's just me).
1. Marketing is a loss, to slap it as an expense is exactly why they budget it under "marketing". I think you underestimate the validity and strength of MLG/ESL, especially due to Blizzard's incompetency in regards to event planning.
2. I adding something a bit more substantial when I assumed, now you're just discrediting with any little possibility.
3. N/A
4. He called his own suggestions a rant, it says so at the end..
/endrant
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EPT
