Connect with us

Technology

For Marketers, e-Sports Enticing to Reach Millennials

Published

on

In this Oct. 4, 2013 file photo, fans watch the opening ceremony at the League of Legends Season 3 World Championship Final between South Korea's SK Telecom T1 and China's Royal Club, in Los Angeles. The next ally in competitive gaming’s fight for mainstream awareness might be marketers. At an invite-only gathering of marketing executives Wednesday, May 6, 2015, representatives from companies like State Farm and McDonald’s were looking to esports to potentially capture new consumers. (AP Photo/Mark J. Terrill, File)

In this Oct. 4, 2013 file photo, fans watch the opening ceremony at the League of Legends Season 3 World Championship Final between South Korea’s SK Telecom T1 and China’s Royal Club, in Los Angeles. The next ally in competitive gaming’s fight for mainstream awareness might be marketers. At an invite-only gathering of marketing executives Wednesday, May 6, 2015, representatives from companies like State Farm and McDonald’s were looking to e-sports to potentially capture new consumers. (AP Photo/Mark J. Terrill, File)

DERRIK J. LANG, AP Entertainment Writer

RANCHO PALOS VERDES, Calif. (AP) — The latest ally in competitive gaming’s fight for mainstream awareness just might be marketers.

At an intimate, invite-only gathering this week at a seaside resort, executives from corporations such as AT&T, State Farm and McDonald’s were looking to electronic sports to potentially capture new consumers. While e-sports now regularly draws tens of millions of spectators both online and in person, the genre continues to battle for broader recognition in North America.

“There is definitely an awareness issue across mainstream elements,” said Dustin Beck, vice president of e-sports and merchandising at “League of Legends” publisher Riot Games. “We want this to be a successful ecosystem for decades to come, and that will be buoyed by having larger brands, like those here, who become aware of e-sports and get involved in e-sports.”

Beck was among the attendees Wednesday at the sixth annual PTTOW summit, an exclusive get-together of execs interested in reaching young consumers. Other subjects discussed at PTTOW — which stands for “Plan To Take On the World” — included virtual reality, globalization and predictive marketing, with e-sports among the summit’s most popular topics.

“Our job is to tell people what they don’t know,” said Roman Tsunder, co-founder and CEO of PTTOW. “Who wants to talk about something everyone knows about? Everyone here is the best in the world at what they do, and e-sports was important to include because enough people mentioned it. That’s notable because there’s $68 million of media investment in this room.”

Over the past 10 years, the popularity of e-sports has amplified as technology has evolved, Internet speeds have become more reliable and a generation of gamers has grown up watching competitive bouts on streaming video sites like Twitch and YouTube. Earlier this year, a report released by research firm Newzoo said 205 million people watched e-sports in 2014.

However, a divide continues to loom over the medium. The broadcast of a collegiate tournament for Blizzard’s upcoming game “Heroes of the Storm” drew only about 100,000 viewers when it aired last month on ESPN2. It also inspired ire. ESPN Radio host Colin Cowherd later remarked that he would retire if he was “ever forced to cover guys playing video games.”

Several major companies don’t share that sentiment.

Intel, Red Bull, Nissan, Coca-Cola and others have been regularly sponsoring e-sports athletes and organizations in an attempt to reach those elusive millennials who have cut the cord, streaming “Dota 2” matchups on smartphones instead of watching Major League Baseball games on televisions. For many marketers, it’s about more than simply advertising products.

“I have a very clear job,” said Matt Wolf, global head of gaming for Coca-Cola. “My job is to sell more Coca-Cola. But I also love the gaming industry. I grew up in the gaming industry, so why can’t I grow our brands with the power of games and, at the same time, shine a positive light on the gaming community and remove stereotypes? It’s an incredibly powerful medium.”

Coca-Cola kicked off a partnership with Riot Games last year by sponsoring a “League of Legends” amateur league for players to compete for a spot in the professional one. The beverage company expanded its relationship with the game publisher this year with plans to broadcast the May 10 midseason invitational in 15 movie theaters across the United States.

Despite the popularity and Coke partnership, competition alone has yet to prove profitable for Riot Games.

“It’s something our fans love, so we’re going to continue to do it,” said Beck. “We’re in it for the long haul. Is it profitable now? No, but we have the luxury of not rushing to monetize it, so we can keep it a genuine and authentic experience. It’d be great if we could have more partners come on board to add value, not just monetarily, but also for the fan experience.”

___

Online:

http://www.riotgames.com

___

Follow AP Entertainment Writer Derrik J. Lang on Twitter at http://www.twitter.com/derrikjlang.

Copyright 2015 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

Continue Reading
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Commentary

Doctors Seeing More Cases of Preventable Childhood Illnesses

OAKLAND POST — Physicians have said vaccine skepticism has expanded beyond childhood immunizations. Doctors also reported growing resistance to other preventive treatments.

Published

on

iStock

By Stacy M. Brown

Doctors across the United States say they are treating children for illnesses that routine vaccinations once made increasingly uncommon, raising concerns that years of declining immunization rates are beginning to reverse decades of public health progress.

Pediatricians have described seeing more cases of whooping cough, rotavirus infections, bacterial pneumonia and other potentially life-threatening illnesses that vaccines have long helped suppress. Some physicians reported treating conditions they had rarely encountered during their careers, while others said that growing vaccine hesitancy is changing how emergency rooms and hospitals care for children.

The reports come as measles outbreaks continue to spread across multiple states and vaccination coverage remains below federal public health targets.

Johns Hopkins University’s International Vaccine Access Center reported 2,077 confirmed measles cases nationwide as of May 29. Researchers warned that outbreaks reported across the country have raised concerns about continued transmission, additional hospitalizations and deaths, and the possible loss of the nation’s measles elimination status.

Public health experts have long viewed measles as a warning sign because of its ability to spread rapidly through communities with lower vaccination coverage. The New York Times reported that physicians increasingly fear the resurgence of measles may be followed by the return of other vaccine-preventable diseases.

Doctors say that is already happening.

Dr. Meghan Hofto, a pediatric hospitalist at the University of Alabama at Birmingham, said she has already treated roughly as many children with rotavirus this year as she saw during the previous decade. Rotavirus once caused tens of thousands of hospitalizations annually before vaccines sharply reduced its spread. None of the children she treated this year had been vaccinated.

Hofto also described caring for infants with pertussis, commonly known as whooping cough.

“It’s hard to know when they’re safe to go home,” Hofto told The Times.

The rise in whooping cough cases has been particularly striking. More than 28,000 cases were reported nationwide last year, compared with approximately 7,000 in 2023, according to figures cited by The Times. Many of the affected infants were too young to receive vaccinations themselves and relied on broader community protection to reduce their exposure.

Other doctors described similarly troubling cases.

Dr. Jessica Kirk, a pediatric hospitalist in Alabama, recently treated an unvaccinated toddler hospitalized with pneumonia caused by simultaneous infections of Haemophilus influenzae and Streptococcus pneumoniae. Vaccines exist to protect against both illnesses. The child required oxygen and antibiotics to recover.

Researchers at Johns Hopkins have been tracking vaccination trends nationwide and found continuing signs of vulnerability.

At the same time, vaccine policy has become increasingly contentious in state legislatures.

Johns Hopkins researchers reported that lawmakers across the country continue to introduce bills affecting childhood vaccination requirements, vaccine access and non-medical exemptions. Researchers also noted that state policies governing exemptions remain a significant factor in vaccination coverage and disease transmission risks.

Physicians have said vaccine skepticism has expanded beyond childhood immunizations. Doctors also reported growing resistance to other preventive treatments.

For doctors confronting the return of illnesses that vaccines once pushed to the margins of American medicine, the challenge is becoming increasingly personal.

“It just feels like you’re a tiny little boat with a giant tidal wave coming at you,” Dr. Erin Charles, a regional pediatric hospitalist at Seattle Children’s Hospital, told reporters. “And you might convince one family here and there.”

Continue Reading

Bay Area

How Is AI Affecting California? The State Wants You to Share Your Story

The program marks the first time the state has opened the platform to all Californians. State officials said the effort is designed to give residents a direct role in discussions about how AI should be regulated and used as the technology rapidly expands across industries.

Published

on

iStock
iStock

By Bo Tefu, California Black Media  

Gov. Gavin Newsom announced May 7 that California is expanding its Engaged California digital democracy initiative statewide, inviting residents to help shape future state policies on artificial intelligence (AI) and its impact on jobs and the economy.

The program marks the first time the state has opened the platform to all Californians. State officials said the effort is designed to give residents a direct role in discussions about how AI should be regulated and used as the technology rapidly expands across industries.

“We’ve got to be clear-eyed about this moment: AI is moving fast, bringing enormous opportunity, but also real risks,” Newsom said in a statement. “Californians deserve a seat at the table as we shape what’s to come.”

The initiative will roll out in two phases. Beginning immediately, Californians can sign up online to share how AI is affecting their work and communities and provide ideas for possible government action. Later this summer, a smaller group reflecting the state’s workforce demographics will participate in live discussions focused on developing policy recommendations.

State officials said the goal is to identify areas of agreement among Californians and provide policymakers with public feedback as the state develops future AI regulations and workforce strategies.

Engaged California is modeled after digital democracy programs used in Taiwan and is intended to encourage structured public discussion rather than social media-style debate. Officials described the effort as a form of “deliberative democracy” aimed at helping residents engage directly in state decision-making.

“The more Californians are engaged in the democratic process, the better able we’ll be to confront the challenges we face together,” said Nick Maduros, California Secretary of Government Operations, in a statement.

The statewide launch builds on two earlier pilot programs. One pilot gathered public input following the Los Angeles firestorms to help guide recovery efforts, while another collected ideas from state employees about improving government operations.

California has positioned itself as a national leader in AI policy and development. Since 2023, the Newsom administration has introduced initiatives focused on responsible AI use in government, cybersecurity protections, workforce training and regulations targeting risks such as deepfakes and AI-generated robocalls.

The state has also partnered with companies in Silicon Valley — including NVIDIA, Google, Adobe, IBM and Microsoft — to expand AI education and workforce training programs across California schools and universities.

Continue Reading

Activism

OP-ED: AB 1349 Puts Corporate Power Over Community

Since Ticketmaster and Live Nation merged in 2010, ticket prices have jumped more than 150 percent. Activities that once fit a family’s budget now take significant disposable income that most working families simply don’t have. The problem is compounded by a system that has tilted access toward the wealthy and white-collar workers. If you have a fancy credit card, you get “presale access,” and if you work in an office instead of a warehouse, you might be able to wait in an online queue to buy a ticket. Access now means privilege.

Published

on

Bishop Joseph Simmons, Senior Pastor, Greater St. Paul Baptist Church, Oakland
Bishop Joseph Simmons, Senior Pastor, Greater St. Paul Baptist Church, Oakland

By Bishop Joseph Simmons, Senior Pastor, Greater St. Paul Baptist Church, Oakland

As a pastor, I believe in the power that a sense of community can have on improving people’s lives. Live events are one of the few places where people from different backgrounds and ages can share the same space and experience – where construction workers sit next to lawyers at a concert, and teenagers enjoy a basketball game with their grandparents. Yet, over the past decade, I’ve witnessed these experiences – the concerts, games, and cultural events where we gather – become increasingly unaffordable, and it is a shame.

These moments of connection matter as they form part of the fabric that holds communities together. But that fabric is fraying because of Ticketmaster/Live Nation’s unchecked control over access to live events. Unfortunately, AB 1349 would only further entrench their corporate power over our spaces.

Since Ticketmaster and Live Nation merged in 2010, ticket prices have jumped more than 150 percent. Activities that once fit a family’s budget now take significant disposable income that most working families simply don’t have. The problem is compounded by a system that has tilted access toward the wealthy and white-collar workers. If you have a fancy credit card, you get “presale access,” and if you work in an office instead of a warehouse, you might be able to wait in an online queue to buy a ticket. Access now means privilege.

Power over live events is concentrated in a single corporate entity, and this regime operates without transparency or accountability – much like a dictator. Ticketmaster controls 80 percent of first-sale tickets and nearly a third of resale tickets, but they still want more. More power, more control for Ticketmaster means higher prices and less access for consumers. It’s the agenda they are pushing nationally, with the help of former Trump political operatives, who are quietly trying to undo the antitrust lawsuit launched against Ticketmaster/Live Nation under President Biden’s DOJ.

That’s why I’m deeply concerned about AB 1349 in its current form. Rather than reining in Ticketmaster’s power, the bill risks strengthening it, aligning with Trump. AB 1349 gives Ticketmaster the ability to control a consumer’s ticket forever by granting Ticketmaster’s regime new powers in state law to prevent consumers from reselling or giving away their tickets. It also creates new pathways for Ticketmaster to discriminate and retaliate against consumers who choose to shop around for the best service and fees on resale platforms that aren’t yet controlled by Ticketmaster. These provisions are anti-consumer and anti-democratic.

California has an opportunity to stand with consumers, to demand transparency, and to restore genuine competition in this industry. But that requires legislation developed with input from the community and faith leaders, not proposals backed by the very company causing the harm.

Will our laws reflect fairness, inclusion, and accountability? Or will we let corporate interests tighten their grip on spaces that should belong to everyone? I, for one, support the former and encourage the California Legislature to reject AB 1349 outright or amend it to remove any provisions that expand Ticketmaster’s control. I also urge community members to contact their representatives and advocate for accessible, inclusive live events for all Californians. Let’s work together to ensure these gathering spaces remain open and welcoming to everyone, regardless of income or background.

Continue Reading

Subscribe to receive news and updates from the Oakland Post

* indicates required

CHECK OUT THE LATEST ISSUE OF THE OAKLAND POST

ADVERTISEMENT

WORK FROM HOME

Home-based business with potential monthly income of $10K+ per month. A proven training system and website provided to maximize business effectiveness. Perfect job to earn side and primary income. Contact Lynne for more details: Lynne4npusa@gmail.com 800-334-0540

Facebook

Trending

Copyright ©2021 Post News Group, Inc. All Rights Reserved.