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04/07/22: Verizon enters Rift; Esports Emmy nominees; FaZe Clan’s Showcase


Medias First Morning Read
Thursday April 7, 2022

Good morning! It’s Thursday and this is your early morning Esports brief.
Verizon is jumping in to become a founding partner of Riot Games’ League of Legends: Wild Rift esports for North America. The brand will become the exclusive 5G network and wireless services provider of the Wild Rift North American Series and work with Riot Games to create “immersive fan experiences” this year. Verizon will also be allowed to use Wild Rift across its marketing and social media promotions and they will be allowed to use a Founding Partner logo.

“When assessing elite partners for launch, it was clear that Verizon’s category recognition for speed, scale, reliability and technology sophistication across mobile seamlessly align with the expectations of the Wild Rift community,” said Matt Archambault, the Head of Esports Partnerships and Business Development for Riot Games in North America and Oceania.

COMPETITION

Congratulations to each of the finalists named for this year’s Outstanding Esports Championship Coverage at the Sports Emmys. The 43rd Annual Sports Emmy Award winners will be named at an in-person ceremony on May 24. This year’s nominees include:
· League of Legends Worlds 2021 Final: DAMWON KIA vs. Edward Gaming – LoLEsports.com | Twitch | YouTube | Riot Games
· Overwatch League 2021 Grand Finals: Shanghai Dragons vs. Atlanta Reign – YouTube
· The International 10 – Dota2 Championship: Team Spirit vs PSG.LGD – Twitch | YouTube | Steam TV | Valve Corp.
· Ultimate Madden Bowl Finale – Twitch | EA Sports
· WePlay AniMajor: Evil Geniuses vs. PSG.LGD – Twitch | WePlay Esports

The FIFA Global Series is continuing to open its doors to fans, announcing a return to in-person events in Asunción, Stockholm, and London. Of note, the docket’s largest 1v1 global competition yet will take place on July 1-3 in London bringing 128 players from around the world to compete in the final stage of play before the FIFAe World Cup. 32 players will remain at the end of the competition – the first solo competition between players across continents in two years.

Meanwhile, the 2022 LPL Spring Split playoffs are getting pushed back once again due to COVID-19, with the league announcing that “Due to the current Covid situation, to protect the health and safety of our players, coaches, team personnel, and staff, we have decided to postpone the playoffs schedule to April 12th and onward,” the LPL said in a statement on Twitter. “The games will be played remotely.” The playoffs were originally slat to take place in March.

DreamHack and Wizards of the Coast announced a new agreement to bring Magic: The Gathering to the gaming festival. With this partnership, DreamHack will become the Official Partner of all Magic: The Gathering Regional Championship Qualifiers and Regional Championships in the United States — which will lead up to the Magic: The Gathering Pro Tour and the Magic: The Gathering World Championship. As part of the new partnership, Wizards Play Network stores will offer in-store qualifiers. These qualifying events will lead into the DreamHack Magic: The Gathering Showdown Regional Championship, featuring a prize pool of up to $150,000. From there, the top 48 players at the Regional Championships will earn an invitation to the Magic Pro Tour, with the top two players also earning automatic invitations to the Magic World Championship.

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ESL’s Snapdragon Pro Series detailed plans for the mobile event, laying out three tiers of competition: Snapdragon Mobile Open, Snapdragon Mobile Challenge, and Snapdragon Mobile Masters. Titles will include Brawl Stars, Clash of Clans, Free Fire, League of Legends: Wild Rift, PUBG Mobile, Clash of Clans, Clash Royale, Asphalt 9: Legends and Legends of Runeterra. The Snapdragon Mobile Challenge finals events in the NA, EUR/MENA, and AP regions and the Snapdragon Mobile Masters event are expected to be live and in-person for both fans and competitors.

Wisdom Gaming is teaming with Riot Games to produce an in-person event for the Wild Rift NA Regional Championships Season 1 Championship, taking place in April and May. The top eight WNS teams will participate in the season finals at the Mall of America. Wisdom Gaming will serve as the exclusive broadcast and operations partner for the event.

STREAMHATCHET
Brands looking to expand their reach to live streaming and esports audiences can benefit from looking at what those audiences are already chatting about. With Stream Hatchet’s new Brand tool, currently in beta form, advertisers can easily glean insights and learn about what’s trending in the gaming space.

March 2022 saw just over 1.5 million Twitch chat mentions of beverage brands, down about 14% from February. The most mentioned beverage brand was Coca-Cola, securing its spot from February, with over 300k mentions. Coca-Cola has continued to be the most popular soft drink for Twitch audiences, and continues to partner with streamers and sponsor esports events for brand lift. In March they sponsored the 2022 eMLS FIFA Cup, which got over 130,000 hours watched with a peak concurrent viewership of 46k.

Red Bull overtook G-Fuel and Monster Energy in March as the most-mentioned energy drink brand on Twitch. They grew 2.3% to about 190k chat mentions. Red Bull has multiple ways of reaching the gaming community: through their own Twitch channel and by sponsoring individual streamers. Red Bull hosts their events, especially in the FGC, like the Red Bull Golden Letters Championship last week, a Tekken 7 tournament which was co-hosted by multiple other streamers. They also sponsor streamers like TheGrefg, whose Red Bull streams last month garnered over 360,000 hours watched with a peak concurrent viewership of 150k.

Read more on Stream Hatchet’s blog.

SPONSORSHIP & ACTIVATION

To celebrate the launch of Pollo Asado, Chipotle is teaming up with content creator Karl Jacobs to help drive word of the brand’s first new chicken menu innovation in its 29-year history. The new Karl Jacobs Burrito features Brown Rice, Pinto Beans, Chipotle’s new Pollo Asado, Fresh Tomato Salsa, Roasted Chili-Corn Salsa, Tomatillo Red-Chili Salsa, Queso Blanco, and Guac. Chipotle also tapped Karl to star in a new ad spot and he will link up with Chipotle superfans and top gaming creators to host a Chipotle-partnered stream on his Twitch channel in a battle on custom Minecraft maps created to highlight the burrito’s ingredients.

Vindex locked in a partnership with the Interactive Advertising Bureau to launch the Vindex Intelligence Platform, designed leverage the company’s data collection capability across the games content ecosystem, combined with a insights and analytics platform to equip stakeholders with “actionable measurement, growth, and engagement solutions.” Vindex and IAB will collaborate to improve transparency and reduce friction in the gaming and esports ad buying process through active workshops with brands, marketers, and video game publishers during an IAB Brand Academy, a series of classes exclusively curated for brand marketers and agency executives to help them connect with publishers, platforms, and data companies

The Collegiate Esports Commissioner’s Cup revealed its sponsors for next month’s live event at the Gateway Center in Atlanta. Brands participating will include Barbasol, Neustreet, the Leukemia and Lymphoma Society, CTRL, Reveal Suits, Futures First Gaming, and HomeTown Ticketing. The event will run May 7-8 with teams from 64 American schools competing in VALORANT, Overwatch, Rocket League, Super Smash Bros and NBA 2K.

The Atlanta FaZe revealed new partnerships with SteelSeries and KontrolFreek, which will now become the CDL franchise’s headset partner and thumbstick partner, respectively. The trio will work together to launch a slate of projects that includes product testing, digital events and brand activations.

Misfits Gaming Group rolled up a new partnership with not-for-profit healthcare org Baptist Health South Florida, which now picks up naming rights for a new exercise and wellness area within the team’s headquarters located in Boca Raton. The duo will also collaborate on a slate of content to promote the importance of physical and mental health while Baptist Health becomes the org’s exclusive healthcare and wellness partner.

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PLATFORMS

FaZe Clan revealed plans for a new content and digital programming slate with two livestream series: unFaZed (debuting June 2) featuring a recurring ensemble cast and hosted by special guests to be announced and FaZe1: The Warehouse (starting May 5). Both will run on the team’s Twitch channel. They’ve tapped showrunners Scott Tomlinson for unFaZed and Peter Tartaglia for FaZe1: The Warehouse, and production companies Kids at Play and Mission Control Media to join their in-house team. “The Gen Z audience is incredibly unique- they are smart, savvy, and really know what they want. At FaZe we are developing original programming that starts with that knowledge and puts Gen Z at the center of our creative,” says Bill McCullough, EVP and Head of Content at FaZe Clan. “With young pioneers from the internet and gaming communities as our creative compass, we can utilize our industry experience to push the boundaries and build franchises that stick with young audiences on emerging platforms and beyond.”

Twitter Gaming revealed Q1 2022 conversation data from across the spectrum of gaming and esports, noting that Q1 2022 was the biggest quarter ever for gaming conversation on Twitter with nearly 800 million Tweets about gaming during Q1 2022, up 52% year over year and 12% compared to Q4 2021. The most discussed esports teams for the period was led by LOUD, followed by FaZe Clan, FNATIC, PaiN Gaming and Karmine Corp

Ubisoft unveiled plans for the release of Rainbow Six Mobile, announcing that live tests of the game are expected to be scheduled ‘in the following weeks’. The game will be a tactical mobile shooter featuring two teams of five players.

Upper Deck is teaming up with the Call of Duty League to release a line of esports trading cards dedicated to the 2022 Call of Duty League season. The cards will be made available exclusively via the Upper Deck e-Pack platform. The cards themselves will showcase key moments from the 2022 season and will include the ‘Championship weekend’ which is made available for purchase for one week following each qualifier and major tournament.

Riot Games renewed and expanded its partnership with Getty Images to include image coverage of the League of Legends World Championships, VALORANT Champions and Wild Rift Global Icons. The two companies first partnered in 2020, when Riot Games named Getty Images the Official Photo Image Distribution Partner for League of Legends events.

TEAMS

Complexity Gaming struck a sponsorship sales partnership with Twitch. As part of this expanded scope, working alongside Complexity’s internal sales team, Twitch will source sponsorship opportunities across the organization’s portfolio of competitive teams, streamers, content, competitions, and events. “As the Senior Director of Client Strategy at Twitch for a number of years, I know the value Twitch will provide to Complexity to innovate our approach to sponsorships and find new ways to connect with fans,” said Christina Grushkin, Head of Sales at Complexity Gaming. “With the collective mindshare of the Complexity and Twitch teams, we’ll be able to create new and engaging opportunities for fans.”

The International Esports Federation is adding 12 new national Member Federations from four continents, bringing the total number of members to a record 123. Algeria, Bulgaria, Guadeloupe, Bangladesh, Palestine, Tajikistan, Afghanistan, Burkina Faso, Chad, Niger, Somalia and Haiti were officially accepted as IESF Member Federations and will now participate in the 14th edition of the World Esports Championships this year.

INDUSTRY

The ESA is pulling the plug on an E3 event this year, informing partners that not only would its in-person E3 event get cancelled, but there would be no digital event either, per IGN. The ESA had initially planned for an in-person E3 event this year after having no event in 2020 due to COVID-19 and a digital one in 2021.

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