by Louis "Guichex" Lemeillet
I see two sides inside this industry's communication: the gaming or sportive one, and the brand one. They are of course inseparable and must be run hand in hand, but I separate the two of them because one is actually run flawlessly while the other one depends on which structure you're looking at.
The eSports Titans are One Step Ahead.
Those structures do a better job running their gaming & merchandising communication because they have existed a long time and learned from their past experiences. Also, they'll have an easier time publishing various news about their pro-gaming teams because they have so many players! Supa Hot Crew, for example, will face more trouble finding interesting things to tweet about than Evil Geniuses, because they only have an LCS team while the other has multiple gaming factions. It's important to communicate news throughout each day because it'll help your gaming structure nurture and develop its image as a whole. It keeps people interested. It's kind of like advertising : the more you publish, the more people you can touch, then you can sell more products/have more fans/etc. No company has a better communication than the other, but if you don't have it at all, you won't be seen as good as the others.
You have many solutions to fill the gap between a young pro-gaming structures and an older one, but it implies you'll have to talk about less interesting things, but you have to do it if you want to keep people interested in your brand. For eSports, everything is going through social media. You have to keep being seen by your followers and potentially others. The more you communicate, the more you have a chance of a post being shared/re-tweeted and you'll maybe gain one more follower. “Less interesting things” can include: open questions, photos of pro-players performing daily tasks (playing, coaching reunion, eating, whatever), or sharing images sent to your team (fan art, merchandising pictures, etc.) or articles about your team/gaming news. Nevertheless, this job is quite time-consuming and requires a bit of communication knowledge (to know what you can share, communicate, take for yourself, etc.) and I have the feeling that younger gaming structures don't have a specific person related to that task. It's just someone who has another main function (like manager, coach, business analyst), who is running it on the side. It's not THAT important but still has some meaning if you don't want to create an immense gap between bigger structures and yours.
Still, Everyone is Making Mistakes.
All gaming structures made mistakes in their choices, in their communication, and still, younger structures seems to not understand everything from that. Pro-gaming is no different than other industries on that regard: communication is really important if you want to secure a real fanbase and a real merchandising income. Advertising can be considered as important as communication, but it is working with sponsors and will rely on a good campaign.
And here, you have so much room to make the difference. North American structures like TSM, Cloud 9 and Dignitas, are making great moves possible by creating extremely fun and creative sponsor films/web shows. And they decided to do it not only because it was fun, but because consumers want that. On the other side, you have Fnatic making a razor ad that appears to have been shot and edited by your average 13 year-old; or that ugly ad from Razer showing a 14 year-old Snoopeh with a...special facial expression.
The "Hyperglide with Fnatic" campaign may be a bit old, but that Razer ad is extremely recent and was aired on the Twitch channel of Riot Games during the LCS, so more than 200k people could have seen it. After asking Snoopeh directly on Twitter (that's the beauty of eSports), he answered me that he didn't know about this and didn't approve of anything. I think it's safe to assume that Evil Geniuses, as a company, also didn't approve of it. Whether it was an intern at Razer who created this and everyone validated it, it is quite frightening to see this as it may ruin the player's image, but also the gaming structure he belongs too. Moreover, it's a bit of a shame to publish this when you already heard rumors of this gamer being replaced as a starter in his team.
But basically, it means that nobody on Evil Geniuses actively control what is done with their players image. Even if you have a contract saying Razer can use Snoopeh's image for advertising their products since they are the official sponsor of Evil Geniuses, you can't do whatever you want and Evil Geniuses could ask for repairs for this crappy ad (if Razer never sent them anything of course). Conclusion: Something is really wrong somewhere, and it's more probable that it comes from Evil Geniuses not having a proper communication team (which would be really frightening if you consider the size of this company in eSports), or does not have properly educated people in charge of their player's communication. I am not here to blame anyone, but some people are specifically going through many years of studies to handle communication, press relations, sponsorships, etc. And I feel like even older structures are failing to develop such a team of skilled people, relying on people they know in the eSports world.
On the other hand, one of the recent hot topics on Reddit was the possible acquisition of XJ9 by Supa Hot Crew as a coach/analyst. I don't know if what he's done in the past is true or not, I don't know if he's surrounded of hate because of misunderstandings or whatever, and I don't care one bit: what's important is that people are aware of it, and that it creates an ugly controversy. I don't care if he's the best player in the world: controversy is bad for your brand's image and Supa Hot Crew has gone back in time towards global acknowledgment by simply not speaking about this rumor. If those things are true regarding XJ9 (if you're not aware of who he is or what he done, look it up on the interweb), there is a risk that a similar story might break inside SHC and do long-term damage to the teams reputation, at least on the brand side.
I talked in a earlier article about what could become of eSports when it goes mainstream, and when technology companies will come to be personal sponsors of star players. I still think, at this point, that it's up to gaming structures to move forward, and they can't wait to be seen by those mainstream companies hoping money will rain on them. The one with the best communication, around its brand and its players is the one who will get the juicy sponsorship contracts. Actually, in my opinion, the most “valuable” team right now is TSM, as they have really passionate fans, are getting quite good results, and never fail to appear in some epic commercials (like that last HyperX one,) and they've managed to make it into some mainstream news websites like The Hollywood Reporter. Plus, their players come from various countries and have different personalities. TSM is “bankable." Cloud 9 is too.
I think CLG could be one too, but clearly they don't appear in as much mainstream news as TSM or even Curse, who's using its business/company side to get fame. Teams are apparently investing different amounts of times in the search of business partners, as some mainly focus on the game. It's not something to blame, but in the end, some of the teams will get bigger financial means than others and will develop even further with staff, facilities, and financial means to recruit rising star players. In the end, for the long-term, maybe TSM will be the greatest winner of all this.
The point is: gaming is still just a "game" for some gaming structures. They want their players to perform well, and don't think about the rest. But it doesn't mean you should totally exclude this part and never seek potential partners. With the rise of eSports, it's first come, first serve, and some teams might actually focus too much on their performances. Cash prizes won't pay everything at some point. Moreover, it's not like they are alone in this since many eSports marketing agencies are popping up on the market - it's just they don't believe it's necessary or they think they can manage it themselves while doing some work for teams at the same time. Pro-gaming structures might need to trust a bit more in the external world and not focus so much on “gamers are the only ones that can help us.” It's good to get old players into the eSports world, but most of them will lack the expertise needed to successfully market their team's brand and image for the future.
And here, you have so much room to make the difference. North American structures like TSM, Cloud 9 and Dignitas, are making great moves possible by creating extremely fun and creative sponsor films/web shows. And they decided to do it not only because it was fun, but because consumers want that. On the other side, you have Fnatic making a razor ad that appears to have been shot and edited by your average 13 year-old; or that ugly ad from Razer showing a 14 year-old Snoopeh with a...special facial expression.
The "Hyperglide with Fnatic" campaign may be a bit old, but that Razer ad is extremely recent and was aired on the Twitch channel of Riot Games during the LCS, so more than 200k people could have seen it. After asking Snoopeh directly on Twitter (that's the beauty of eSports), he answered me that he didn't know about this and didn't approve of anything. I think it's safe to assume that Evil Geniuses, as a company, also didn't approve of it. Whether it was an intern at Razer who created this and everyone validated it, it is quite frightening to see this as it may ruin the player's image, but also the gaming structure he belongs too. Moreover, it's a bit of a shame to publish this when you already heard rumors of this gamer being replaced as a starter in his team.
But basically, it means that nobody on Evil Geniuses actively control what is done with their players image. Even if you have a contract saying Razer can use Snoopeh's image for advertising their products since they are the official sponsor of Evil Geniuses, you can't do whatever you want and Evil Geniuses could ask for repairs for this crappy ad (if Razer never sent them anything of course). Conclusion: Something is really wrong somewhere, and it's more probable that it comes from Evil Geniuses not having a proper communication team (which would be really frightening if you consider the size of this company in eSports), or does not have properly educated people in charge of their player's communication. I am not here to blame anyone, but some people are specifically going through many years of studies to handle communication, press relations, sponsorships, etc. And I feel like even older structures are failing to develop such a team of skilled people, relying on people they know in the eSports world.
On the other hand, one of the recent hot topics on Reddit was the possible acquisition of XJ9 by Supa Hot Crew as a coach/analyst. I don't know if what he's done in the past is true or not, I don't know if he's surrounded of hate because of misunderstandings or whatever, and I don't care one bit: what's important is that people are aware of it, and that it creates an ugly controversy. I don't care if he's the best player in the world: controversy is bad for your brand's image and Supa Hot Crew has gone back in time towards global acknowledgment by simply not speaking about this rumor. If those things are true regarding XJ9 (if you're not aware of who he is or what he done, look it up on the interweb), there is a risk that a similar story might break inside SHC and do long-term damage to the teams reputation, at least on the brand side.
Gaming Structures Have to Make the First Step.
I talked in a earlier article about what could become of eSports when it goes mainstream, and when technology companies will come to be personal sponsors of star players. I still think, at this point, that it's up to gaming structures to move forward, and they can't wait to be seen by those mainstream companies hoping money will rain on them. The one with the best communication, around its brand and its players is the one who will get the juicy sponsorship contracts. Actually, in my opinion, the most “valuable” team right now is TSM, as they have really passionate fans, are getting quite good results, and never fail to appear in some epic commercials (like that last HyperX one,) and they've managed to make it into some mainstream news websites like The Hollywood Reporter. Plus, their players come from various countries and have different personalities. TSM is “bankable." Cloud 9 is too.
I think CLG could be one too, but clearly they don't appear in as much mainstream news as TSM or even Curse, who's using its business/company side to get fame. Teams are apparently investing different amounts of times in the search of business partners, as some mainly focus on the game. It's not something to blame, but in the end, some of the teams will get bigger financial means than others and will develop even further with staff, facilities, and financial means to recruit rising star players. In the end, for the long-term, maybe TSM will be the greatest winner of all this.
The point is: gaming is still just a "game" for some gaming structures. They want their players to perform well, and don't think about the rest. But it doesn't mean you should totally exclude this part and never seek potential partners. With the rise of eSports, it's first come, first serve, and some teams might actually focus too much on their performances. Cash prizes won't pay everything at some point. Moreover, it's not like they are alone in this since many eSports marketing agencies are popping up on the market - it's just they don't believe it's necessary or they think they can manage it themselves while doing some work for teams at the same time. Pro-gaming structures might need to trust a bit more in the external world and not focus so much on “gamers are the only ones that can help us.” It's good to get old players into the eSports world, but most of them will lack the expertise needed to successfully market their team's brand and image for the future.
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