The genesis of Esports
How the video gaming industry leverages on gamification to engage their consumers
Examples of methods that game studios use to engage their consumers and build advocacy:
- Hosting events, esport tournaments, and championships
- Managing their image through influencer marketing (e.g. YouTubers and Twitch streamers – people who play and review the game on their channels)
- Campaign launches for the special events in-game, and timed events
- Reward & loyalty programs for playing the game and going above and beyond in the game (in real-life) to keep them playing the game – for example, rewarding consumers with skins, emotes, points and in-game currency for referring friends, watching streams, attending events, etc.
Case Study: League of Legends
League of Legends: Watch Rewards
- How to attract enough people to watch the World Championship to justify investing in it? After all, the higher the viewership, the more influence and reach you have in the way of prestige, sponsorships, and partnerships.
- How to engage people while they are watching, so that they can keep watching more matches (decreasing drop-off), and come back for subsequent World Championships?
Goals & Target Behaviors
- Acquisition: Increase viewership numbers
- Engagement: Increase number of matches watched per person, and the time spent watching matches
- Retention: Increase the number of tournaments one user watches in their lifetime
Design Strategy – Structure & Narrative
Rewards & Prizes
How successful is League of Legends’ Watch Rewards Program?
“Even though it seems Riot is really proud of their rewards solution, the fans don’t seem as happy. While the prestige points and skin shards were anticipated as rewards, players feel the other drops aren’t rewarding enough.