Piecing together all the components that bring to life a broadcasted esports tournament is a complex and time-intensive process. Scaling in ambition and scope can also multiply the operational requirements significantly. If you are a brand looking to invest in a relationship with a Tournament Operator (TO), what are the signs of greatness you should be looking out for?
Talent and Player Management
A lot of endemic esports entities do not appreciate the significant benefits that effective talent management can bring to an event’s marketing output. While it is obvious that you want the best players and teams of your targeted community or demographic - managing this well can deliver enormous value-in-kind.
Once a TO has confirmed the individuals representing the event in competition or on camera, it is straightforward to deliver a set of expected minimum requirements to them. If it is a LAN event this could include adequate travel and hospitality arrangements, a practice area for players and a green room. These facilities become even more stripped back for events held strictly online.
Going above and beyond the standard expectations of these individuals is where TO’s begin to forge alliances and ambassadors for their events. Many of the players and members of the talent team will leverage their large followings to share their exciting and meaningful experiences. This is where you begin to see the value that exists outside the boundaries of any contract.
What does this look like?
One example of this is ESL leaving bespoke welcome letters in player’s hotel rooms for when they arrive. These letters discuss the professional journeys players have taken to arrive at the prestigious event they’re about to participate in. This creates a strong emotional connection that is amplified among the community and echoes positive sentiment in return to the TO and their partners.
Smaller examples can include simply showing care and support when individuals lose their luggage, become ill or just offering new experiences. This begins to curate a wide support group for a tournament that stands out in an otherwise hectic event calendar.
Ready for Anything
When dealing with a live product you have to be prepared for any outcome. The best in the industry are going to be ready for any situation that can crop up during broadcast. Whether this is responding to unexpected delays or unusual narratives; industry leaders will either play off of the community or create a positive spin.
Regardless of the size of the event, each tournament requires significant setup to execute successfully. Technical issues, a serious growing pain of esports, have haunted TO’s for many years. Often the root of delays, and occasionally a cause for postponed or even cancelled events. Events that are plagued by such setbacks can still be looked back on fondly. This is based on the levels of contingency planning that is often led by producers and product managers. While no TO actively wishes for hold ups - it can demonstrate robust levels of resourcefulness if, for example, ad hoc panel sections or additionally pre-produced content can be prepared and shown to the audience.
The watchful eyes of the community will be the first to complain about unexpected hiccups, but they will also pay significant credit to positive management of negative situations.
Activation
As a community which is constantly marketed to in the form of brands stamped across commentary desks, overlays and in-game assets; esports fans are acutely aware of when they are being targeted. It is essential that TO’s maximise their revenue streams to reinforce their commercial solidity. The strongest operators will identify intelligent ways to activate their partnerships authentically in a way that can even add to the viewing experience of an event.
A masterclass in self-aware marketing was the Kit Kat sponsorship of the LEC. Using the famous slogan “Have a break, have a Kit Kat” during in-game technical pauses. This added a level of lightheartedness to something that can otherwise be frustration.
ESL have also had a partnership renewal with logistics company DHL. With their “EffiBOT”, they have been able to use it in live broadcasts and content recordings in large tournaments. Actively engaging with members of talent and being part of quality content has ensured they’re welcome as a branded partner in major events.
Ultimately, tournament operators who can incorporate brands effectively and stay true to audience expectations will deliver the most value to their respective partners and community.
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