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Original title: S10 ends with “League of Legends” which stands firm in the “C position” of games
On the night of October 31st, the “League of Legends” S10 Global Finals came to an end. Although the LPL regrets losing three consecutive championships, it is shameful, but this does not affect the “League of Legends” which firmly occupies the “C position” of the field of public opinion. Since its release, “League of Legends” has passed for 11 years, and its popularity has always been high. The newly launched mobile game is also attracting a large number of players. Behind this, in addition to the continued popularity of the game design, the commercial design of “League of Legends” has also attracted a lot of traffic.
More than a million viewers
On the night of October 31st, with teams DWG and SN facing off entering the final battle, the “League of Legends” S10 Global Finals officially began to the enthusiasm of all parties. After many hours of competition, in the end, the DWG team won the championship with 3: 1.
S10 has been the focus of the game circle since the beginning of the game. Public data shows that as early as September this year, when S10 began the final, the number of viewers in a single game had repeatedly exceeded one million. After S10 announced that the final offline viewer will be billed by lottery, around 6,000 tickets have attracted more than 3.2 million players to participate in the event in a short time.
With the launch of the world championship, the S10 will undoubtedly push the popularity of the S10 to a new peak. At press time of the Beijing Business Daily reporter, the Weibo topic “League of Legends S10” reached 8.52 billion views, and the topic “DWG wins the championship” also reached 430 million views, showing the appeal of the game between players.
Although S10 has come to an end, the popularity of “League of Legends” has not ended. In addition to rewatching the game’s video, players also started the new mobile game “League of Legends.” The mobile game is not yet in the national public beta, but will be available in Indonesia, Malaysia, Singapore, Japan, the Philippines, South Korea and Thailand starting October 27 (PST) in 7 countries with unlimited numbers. However, national players “queued to go abroad.” “, crowded overseas platforms.
Parallel multipoint commercialized
Since its release in 2009, “League of Legends” is 11 years old, but the popularity remains. In this regard, the game player Zhou Haoning told the Beijing Business Daily reporters that, firstly, because the “League of Legends” game has a lower threshold and is easier for players to learn, will entice everyone to try. After the experience, you will find that the game is designed with more gaming skills while maintaining fairness better than other games and paying more attention to the player’s own technology, which also allows more players to invest in it. .
In addition to the configuration of the game, the multipoint design of “League of Legends” in marketing has further consolidated its great popularity.
“E-sports event marketing is the development trend of the industry, and it is moving towards the direction of diversification and deep cooperation with cooperative brands. This demonstrates the business value of e-sports. With the help of The resource advantages of cooperative brands, on the one hand, promote the game itself. Traffic and popularity, on the other hand, have also allowed esports events to enter public life and increase acceptance. cooperative brands, sponsorship of esports events can also use the influence and attention of the game to promote themselves. ” Li Jie, a researcher at the digital cultural and creative industry think tank, said.
Let’s take the case of e-sports “League of Legends” as an example. Starting in 2016, it cooperated with Sprite, making the latter the title sponsor of the season and carrying out a series of brand cooperation. After that, it reached the copyright cooperation with live streaming platforms and carried out the broadcast rights. Authorization and sale.
For this year’s S10, the “League of Legends” esports events have achieved a more commercial game, such as cooperating with more brands in map advertising, including MasterCard, Mercedes-Benz, esports chair brand Secret Lab and other global players. Associated marks appear on the game map alongside the base and secondary roads of the different teams. In the promo MV of the S10 event, brands like Mercedes-Benz, OPPO and Alien also appeared on the scene of the video.
In addition to esports marketing, “League of Legends” also launched its first virtual idol group K / DA. K / DA not only released the MV “MORE” and other works, but also appeared on the cover of fashion magazines and participated in fashion weeks. Of course, K / DA also has ties to the game. For example, the debut of the new hero Seraphine from “League of Legends” was in the MV for K / DA. At the same time, K / DA skins will be released in the game, and players can also use Game activities are K / DA cheers and task rewards.
In this regard, gaming industry analyst Zhao Yong believes that there is a connection between virtual idols that are also online products and the game itself, making it easier to link online, and the different combinations provide more playability to the time they increase the shape of the product. , To promote the development value behind all the great intellectual property.
Competitiveness of the adaptation of intellectual property
“IP adaptation has become one of the main factors in the competitiveness of games.” Li Jie said that the large number of entertainment products such as movies and animations will attract users to fun, but if you can master the IP adaptation, you can bring development opportunities to games. And improve the marketing effect and acquire users efficiently.
Gamma Data analyzed the intellectual property of “League of Legends” based on the “Mobile Gaming IP Value Assessment Model” earlier this year and stated that the potential value of the intellectual property may exceed 50 billion yuan. At the same time, according to the MAU trailer of the game 100 million in 2019, the total viewing time of related events is ranked first in the world, and the number of superchats on Weibo is about the sum of other popular TOP 3 games except “League of Legends”, Gamma According to the data, the intellectual property of “League of Legends” has a relatively strong competitive advantage.
Regarding future development plans for its products, a reporter from the Beijing Commercial Daily contacted “League of Legends”, but no response has been received as of press time. However, it can be found in the public information that more development plans for “League of Legends” are already under way.
At the previous global 10th anniversary celebration, “League of Legends” announced that it would successively launch IP-derived products such as horizontal combat, cards, and FPS. In August this year, Yaoke Media also announced that it would be joining forces with Tenking Sports to shoot a television series with the theme “League of Legends” with the professional league “League of Legends” as a creative background.
As for the most eye-catching esports event, Wensen, the director of the 2020 “League of Legends” global finals in China, once said in a media interview that preparatory work for S11 has already begun. Under normal circumstances, the preparatory cycle for game S will take at least one year. time.
Beijing Business Daily Reporter Zheng Rui
