Youth engagement and activations through esports Koen Schobbers - Koenz & Joke van Griensven - Vodafone

3. Bridge to Esports Business System©
(BEBS)
www.koenschobbers.nl

4. Bridge to Esports Business System©
(BEBS)

5. Bridge to Esports Business System©
(BEBS)

6. Bridge to Esports Business System©
(BEBS)

7. Bridge to Esports Business System©
(BEBS)

8. Bridge to Esports Business System©
(BEBS)

9. Bridge to Esports Business System©
(BEBS)

15. #PlayFaster
Engaging with the gaming community
Joke van Griensven

16. The gaming industry is BIG and for Vodafone very relevant
21%
4%
23%
52%
The Global Games Market
Per Region
North America
€4,4 Billion
Asia
Pacific
€62,9
Billion
EMEA
€28,2
Billion
Latin
America
€4,4 Billion
Global
€121, 5
Billion
23% 21% 20% 19% 18%
4% 3% 2% 2% 1%
27% 25% 24% 22% 22%
10% 10% 10% 10% 10%
36%
41%
44%
47%
49%
2017 2018 2019 2020 2021
Segment Breakdown of Global Game Revenues
Downloaded/ Boxed PC Browser PC Console Tablet (Smart)phone
€107,2Bn
€121,5Bn
€133,8B
n
€146,2B
n
€158,7B
n
Source: NewZoo 2018 Global Games Market Report 20-6-2018

17. Building a relationship with any community takes time
Get Owned
ESL
sponsorship
#PlayFaster
Academy
Launch
WOW
Launch 5G
Open
League
#PlayFaster
Basecamp
Final 5G
Open
League
2017 2018 2019

18. Position Vodafone as the
Network for Gamers,
engage with the gaming
community and then
increase brand
consideration within this
audience

20. What did this campaign
do for the brand?

21. Perception as the network for gamers increased
49%
24%
0% 20% 40% 60% 80% 100%
Vodafone is the
Network for
Gamers
Non
Exposed
Exposed
WM SSI : Total Sample n= 600; Non exposed n= 310, Exposed n= 290 ↨ ↨ Significant at 90%-95%
56%
53%
46%
42%
0% 20% 40% 60% 80% 100%
Vodafone invites you to discover
new technologies
Vodafone offers innovative ways of
communication
Non Exposed
Exposed
Q.. Brand perception To what extent do you find the given
statements applicable to Vodafone? Top 2 (totally) agree

22. What does the sponsoring ESL do for Vodafone?
62%
52%
55%
46%
39%
51%
49%
49%
33%
35%
21%
14%
25%
20%
0% 20% 40% 60% 80% 100%
Vodafone pays attention to online gamers
Vodafone shows me their network
Vodafone improves the customer experience
Vodafone inspires me through new
technologies
I consider becoming a customer at Vodafone
Vodafone gives me a more positive image of
its brand
Vodafone becomes more relevant to me
Non
Exposed
Q. Engagement. To what extent do you find the given statements applicable to Vodafone and the sponsoring of ESL ? Top 2 (totally)
agree
WM SSI : Total Sample n= 600; Non exposed n= 310, Exposed n= 290 ↨ ↨ Significant at 90%-95%
By sponsoring ESL…

23. What did we learn from
this campaign?

24. Find the right partners
3 important tips about esports and gaming for brands
Understand the
audience
Be relevant

25. Find the right
partners

26. Linking yourself to authentic partners in the community
ESL Republic of Gamers Online community

27. ― One Stop Shop
― Tournaments
― Large viewer
base
― Global footprint
― Strong brand fit
Linking yourself to authentic partners in the community
Republic of Gamers Online community

28. ― Hardware
partner
― Knowledge of
industry
― Influencers
― Respect
Linking yourself to authentic partners in the community
ESL Online community

29. ― Knowledge
― Critical
― Perfect testers
― Enthusiastic
Linking yourself to authentic partners in the community
ESL Republic of Gamers

30. Understand the
community

31. Esports should be taken seriously
FansStoriesTeams Superstars

33. Be relevant and
authentic

34. From understanding to implementing
Online Community
Online Tournaments
Offline events

35. From understanding to implementing
Online Community
Online Tournaments
Offline events

36. From understanding to implementing
Online Community
Online Tournaments
Offline events

37. From understanding to implementing
Online Community
Online Tournaments
Offline events

38. Find the right partners
Just as a recap
Understand the
audience
Be relevant

39. Now you are ready to
#PlayFaster!