In the first TriplePoints of Interest of 2017, the big stories this week center around an Overwatch milestone, Switch prediction, and a new tabletop-focused version of PAX.
It’s 2017. Welcome to the future!
Overwatch Hits 25 million Player Milestone
Overwatch, Blizzard’s competitive team-based shooter that debuted in May 2016, now has more than 25 million players – up an additional 5 million from the 20 million milestone which the company celebrated in October. Thanks to the game’s constant updates, achievements, and new content, Polygon noted that the game has already become a classic.
Analyst Prediction: Nintendo Switch Will Sell 40 Million Units Through 2020
Research firm DFC Intelligence has predicted that the Nintendo Switch will sell 40 million units through 2020. If this forecast is to be true, Nintendo Switch sales in the first four years of the product’s life would account for 40% of Wii U’s lifetime sales (which is a somewhat conservative estimate according to Forbes). Forbes contributor Paul Tassi, is skeptical regarding DFC’s estimated sales, stating that its too early to know whether or not the Switch will be as successful as the Wii U or Nintendo 3DS, noting that the product is positioned as a secondary console and is competing against other Nintendo products as well.
PAX Unplugged Announced, Focused on Tabletop Games
AX Unplugged, a new annual event focusing on tabletop games, was announced today at PAX South. The convention is set to debut November 17-19 of this year in Philadelphia. Organizers say the convention will highlight “board, card, and other tabletop games” and the event as a whole will include game reveals, tournaments, panels and special events. IGN says tabletop games will still appear at other PAX events, but Unplugged will focus on stepping away from digital gaming.
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.
LEGO Universe launched last Friday for a special fans-only release period, and boy has the PR team been busy! Over the summer and into fall, we’ve been across the country and back again with the LEGO Universe developers – and that’s not even counting pre-E3 and international happenings. From E3 in Los Angeles, Comic-Con in San Diego and PAX in Seattle, to press meetings in New York and family media day in Colorado, LEGO Universe has amazed and inspired everyone who sees it.
The LEGO Group (creative brick-building toy icon) teamed up with NetDevil (supernaturally talented development team), and collaborated with some of the most imaginative and passionate fans in the world (LEGO Universe Partners, or LUPS for short)… It’s taken 5 years to get here, and the real works just begun, but together this LEGO trifecta has created one helluva MMOG.
TriplePoint couldn’t be more thrilled (or proud) to work with the brightest minds in toys and technology, and finally help launch LEGO Universe this month. It’s been a while since we shared media feedback, so today is a double whammy – first, here are highlights from recent press events and releases. Then check out part two this afternoon, for the latest previews, reviews and such. You can find more LEGO Universe coveragefrom E3 and earlier in the archives. Continue reading LEGO Universe Pre-Launch Press Bonanza: If you build it, they will come…
Resident PC gaming guru at Examiner.com, Bryan Edge-Salois took a pair of Gunnar’s digital performance eyewear for a month-long test drive. The gaming glasses marathon began just after Bryan discovered Gunnar Optiks at PAX, and concluded this weekend with a full product review. The self-proclaimed “glasses snob” was impressed on all accounts – the Gunnars reduced visual strain and improved eye stamina, and have all but replaced Bryan’s normal prescription glasses…
“The prescription lenses paired with Gunnars specialized optical design and other features have created an amazing pair of glasses that I scarcely ever want to take off.”
“Gunnars sharpen what you look at, and look sharp, too.”
“Wearing Gunnars is almost like having a ‘shield’ over your eyes… might not make you a ‘better’ gamer, but they can certainly improve long-term ‘eye stamina’ after that 40-man World of Warcraft raid or several hours of Left 4 Dead starts to take its toll.”
“After just a month or more with the Gunnars, I can scarcely imagine wearing anything else – whether I’m at my day job in front of a computer screen, writing this column, or playing the games I love to play.”
