How e-sports goes offline has always been the content of constant exploration by manufacturers and clubs.
Editor’s note: This article comes from Interface News , author Zheng Chaoqian.
Image source: LPL official picture
How e-sports goes offline has always been the content of constant exploration by manufacturers and clubs.
On December 1, the first All-Star weekend of the “League of Legends” LPL professional league came to an end in Haikou. This is the first entertainment event held by Tengjing Sports offline, and an attempt to sink the e-sports ecosystem.
“(E-sports) want to sink, we must first go to various local cities, and then provide high-quality content locally.” Tengjing Co-CEO Jin Yibo said in an interview, “(” Hero League> LPL Professional League) Many games are consciously choosing some cities that have not been visited, and the All-Star Weekend is held to provide more high-quality content to local fans. “
At present, the “League of Legends” LPL professional league has held offline events in Foshan, Wuhan, Shanghai and other cities.
In order to make e-sports reach a broader market, the LPL Professional League has also tried more popular and entertaining content such as music festivals and reality shows, such as “Beyond Heroes”. “In the future, we will also explore some film and television development, but this is a long process.” Jin Yibo added.
When Tengjing Sports was established at the beginning of the year, Ye Qiangsheng, the head of the fist game Greater China and Southeast Asia, released three goals within three years of the LPL alliance: first, the total revenue of the league reached 1 billion yuan; second, the alliance The watching time has reached 4 billion hours. Third, LPL has become one of the most valuable sports IP in China.
At present, the official did not provide specific data on the LPL alliance in various aspects this year, but Jin Yibo said that the league ’s watch time and commercialization revenue have greatly improved compared with last year, and have great confidence in Complete this goal within three years.
However, he also mentioned that if e-sports wants to surpass traditional sports and become China’s most valuable sports IP, it also needs to face three major challenges: First, the alliance must make mainstream society’s development of e-sports moreRecognition; Second, commercialization needs to get out of To B’s circle and make more development in the direction of To C; Third, cultivate more e-sports talents that meet the needs of the industry.
“How to increase the value of our partners’ brands while giving them (create) more practical benefits, I think this is a very real issue,” said Lin Song, Co-CEO of Tengjing Sports.
He believes that at present, the effect of the e-sports brand is difficult to quantify, which is also a major pain point that restricts the commercialization of the industry.
In addition, if the LPL alliance wants to make further progress in commercialization, it needs to reach “the depth of cooperation like the NBA or the Premier League with sponsors and partners, but there is still a distance”.
At this stage, after winning the “League of Legends” Global Finals for two consecutive years in the LPL, the 2020 “League of Legends” 10th Global Finals will also come to Shanghai, China again. Development will become easier.