The Brand Benefits of Publisher Conventions – BlizzCon

Conventions and the video game industry go hand-in-hand: there’s the Penny Arcade Expo (PAX), Germany’s Gamescom, Comic-Cons, and more. Other than QuakeCon (and EA Play this year), it’s rare for publishers to host their own consumer-facing “mega event.” Most companies like Capcom, Ubisoft, and Nintendo share the stage and make special reveals during E3 (which is no longer open to the public) and other general gaming events.

Blizzard Entertainment is not like many companies, though as its 10th annual BlizzCon wrapped on November 4-5 celebrating all of the brand’s biggest franchises. Selling out in roughly 10 minutes, it is safe to say this annual convention is one of the most popular in the industry with no signs of slowing down!

Hosting a convention to promote your own properties and celebrate your fan base can be an extremely effective brand marketing strategy — evidenced by Blizzard. Publisher conventions can make fans feel rewarded, important,and valued. It gives attendees a chance to meet the artists and developers behind their favorite games, creating a personal connection that helps strengthen their brand affinity.

In order to understand why publishers should host conventions of their own, TriplePoint takes a look at what makes BlizzCon an impressive marketing tool, unique from other experiences, and what other companies can do to provide that same value. TriplePoint has taken all of this into account and has established five key BlizzCon 2016 brand marketing takeaways:

 

Surprising Announcements / Unique Information Distribution Structure

Each year, BlizzCon is home to new reveals and big surprises surrounding its IPs (World of Warcraft, Starcraft, Diablo, Hearthstone, Heroes of the Storm, and Overwatch). Key highlights from this year’s BlizzCon included the eagerly awaited new Overwatch hero, Sombra, the Overwatch League announcement, Diablo 3’s upcoming Necromancer class, and Hearthstone’s new expansion Gadgetzan, and more. Interestingly enough this year Blizzard chose to separate its product news from esports news, with product on the first day and esports on the following day.

Blizzard’s strategy to lead its announcements with product news is because unlike product, which has more timing flexibility, esports stories need time to develop — tournaments need to be played and winners need to be determined. Having designated days for both types of stories ensures a steady flow of information for the press and consumers. Press will have enough time to cover, news will be easier to digest, and information won’t get lost — they can dominate the news cycle.

 

Watch the Best of the Best Play

Esports are another unique aspect of BlizzCon that is surprisingly not explored by other video game conventions.The best players from around the world gather to BlizzCon to showcase their skills and compete for huge prizes. The convention center is split into several parts where each space is devoted to specific tournaments in Blizzard’s gaming library. Having world championship tournaments during BlizzCon generates tournament results and team interview coverage, fandom, and an overall event spectacle.

 

Green screen by PhotoBoothless, find out more at http://www.photoboothless.com/

Network with Industry Professionals

BlizzCon serves as a mecca, drawing in fans from all over the world and from different backgrounds. Since there is something for everyone, BlizzCon was filled with cosplayers, community managers, artists, press, developers, representatives from other games, tech companies and more. BlizzCon is a dense concentration of video game industry professionals and offers immense opportunity to connect with key industry players.

 

Get Up Close and Personal with Devs and Artists

One of BlizzCon’s greatest strengths is being able to generate a personal connection with fans through intimate events like Signing Areas and Q&A’s. Often times at conventions developers have little time to talk about their games, only showing cutscenes and trailers of games without being able to provide details on other aspects — not the case at BlizzCon. Not only should developers and artists interact with press, but the community itself is just as crucial. Q&A’s set time aside for the community and helps them understand where developers and artists are coming from when designing a game. Blizzard understands this and does it well.

 

Hands-On Experiences

BlizzCon had many demo stations for Blizzard’s key titles, filled with new content yet to be released to the public. This concept is not new for video game conventions, but BlizzCon has the advantage of knowing virtually all consumers will be interested in all demo stations; therefore can optimize and personalize the content for the trade show attendees (vs. a content free-for-all at an event such as PAX). BlizzCon’s demo stations allow players to take their time, experience the new changes implemented into franchises they are deeply invested in, and provide valuable feedback. Sure, companies can host events for press to test a demo, but it’s equally important for the game’s community to experience it. It brings insight from different skill levels and backgrounds as well as tests what works and doesn’t work with its most important stakeholders — the fans.

 

Red Shirt Guy!

BlizzCon is a celebration of not only Blizzard’s video games but also its dedicated community they’ve cultivated for many years. Conventions can serve as an effective marketing tool, providing long-term value and building faith with your audience. In the end, players want games to succeed and to have fun. Personalized trade events such as BlizzCon are a great way to connect and celebrate with the fans.

 

TriplePoints of Interest – Week of April 27

It’s quite the understatement to say a lot went on this week. Here is a collection of the top news and hot button topics from the week! But above all else, I think we can conclude that video games are indeed good for you!

Are eSports “real sports?” *drops 10 foot pole*

ESPN aired Blizzard’s collegiate championships for Heroes of the Storm, generating mixed opinions from its viewer base. Eric Johnson of Re/code cited the reaction as a reason against forcing eSports into the category of “real sports.” He says game developers pushing for their games to be recognized as physical sports puts games on the defensive and creates an “inferiority complex” that will hurt the genre in the long run and give naysayers further reasons to reject video games as a medium.

ESPN radio host, Colin Cowherd, stated he would rather retire than cover eSports, causing a negative reaction from games and sports media. SB Nation called Mr. Cowherd’s statement “dumb but expected.” Polygon’s Owen Good pointed out that this statement contradicts Mr. Cowherd’s past positive coverage of video games on ESPN like Madden NFL, accusing him of fabricating outrage to boost ratings.

Silent Hills goes silent until further notice

Konami cancels the much-anticipated Silent Hills, which included a collaboration with famed movie director, Guillermo Del Toro. Kotaku speculates the cancellation was due in large part to Hideo Kojima allegedly parting ways with the company. Polygon reports that Konami delisted itself from the New York Stock Exchange shortly after the game’s cancellation was announced.

Video games make you smart?

Good news! Video games make stronger brains! According to Daily Dot, an open-access study used functional magnetic resonance imaging (fMRI) to compare the brains of 27 professional-level League of Legends and Dota 2 players against 30 non-gamers. They found the pro gamers had more connections between the brain cells and a part of the brain called in insula, leading to better hand-eye coordination and attention. What the study doesn’t reveal, however, is if the higher connectivity is a result of playing video games or are pre-existing in professional video gamers.

Tencent loves League of Legends…and Kim Kardashian!

China’s Tencent, known for its massive stake in Riot Games and thus, League of Legends, just announced it purchased a 15% stake in Glu Mobile for $126 million. Glu Mobile is most famous for their hit mobile game, Kim Kardashian: Hollywood, and is now reportedly worth $863 million, according to VentureBeat. Glu has more celebrity-endorsed games in the works about the lives of Britney Spears, Katy Perry, and others.

Buy Ouya?

After failing to restructure its debt, Ouya is now looking for a buyer, says Fortune. There is no word yet on the asking price. With Ouya’s success in 2013 raising $15 million in Series A funding and its extensive Android content library for TVs, CEO Julie Uhrman expressed her confidence a buyer will show interest quickly.

Photo from Slashgear

TriplePoints of Interest – Week of April 6

Welcome to a new weekly feature here on the TriplePoint blog: TriplePoints of Interest, where we recap the biggest news from around the games and tech industry, plus subjects we just can’t stop talking about around the office!

Fixing the image of free-to-play

The image of free-to-play games has been a hot topic as of late. Steve Peterson of GamesIndustry International describes why free-to-play games have built a bad reputation and how it can be fixed. He first cites how quickly widespread the business model has become as reason for the extreme divide on opinions from within the games industry.

He then suggests that in-game merchandise must improve on the game, not be required to play the game, and that players shouldn’t have to feel they must make microtransactions to remove “annoyances” in the game or get to the fun. Developers and marketers also must be clear about the ways to spend money in the game. If a developer does not feel it is beneficial to “celebrate” the microtransactions, then the microtransactions are probably not ones that should be built in in the first place and will likely anger players.

The YouTubers versus Nintendo: the saga continues

Nintendo’s controversial YouTube policies have caused another YouTuber to cease reviewing Nintendo games. Joe Vargas of the Angry Joe Show stated in a video, according to Polygon, that he will no longer make videos relating to Nintendo games after his Mario Party 10 video was flagged for copyrighted material, keeping him from making ad revenue. Mr. Vargas has also been a staunch opponent of Nintendo’s Creators Program.

Heroes of the Storm collegiate league needs a GPA boost

The rise of collegiate competitive gaming, while growing exponentially, has not been without its share of snags. Blizzard’s Heroes of the Storm collegiate tournament, “Heroes of the Dorm,” has been marred with no-shows and website bugs, leading to a host of scheduling difficulties, according to Daily Dot. The $450,000 prize pool, and involvement of Blizzard and TeSPA (high-profile collegiate eSports organization) meant very high expectations for the tournament from fans and participants alike, begging the question of the effectiveness of allowing over 800 teams to participate.

Ads and Kids, like water and electricity, do not go together

Consumer advocacy groups are asking the FTC to investigate Google’s YouTube Kids app due to concerns that it aims advertising at young children on smartphone and tablets, according to San Jose Mercury News. The concerns cite laws on broadcast TV that prohibit TV stations from placing products around kids’ programming due to children having not developed cognitive skills to resist advertising.

An old dog returns to the doghouse: Mark Pincus is back!

Zynga announced that Don Mattrick, their CEO of less than 2 years, is leaving and will be replaced with former CEO, Mark Pincus. GamesIndustry International believes that the company’s great losses under his leadership caused the change, but credited Zynga’s sharp rise in mobile profits–from 27% to 60% of the company’s worth–over the last 2 years to Mr. Mattrick’s work.

Check back again next week for more of the top news from games and tech!
Featured image from Geek.com