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March 27, 2019
WCG (World Cyber Games), or the game Olympics as some call it, is the tournament that began in 2000, giving birth to the world’s greatest eSports star “Moon” (JangJayHo) and others. Unfortunately, WCG, which had been cheered on by millions of gamers, was discontinued in 2013. However, after a 6 year gap, the event world eSports fans have been waiting for will finally return in 2019.
WCG is an eSports competition for nations to compete with one another. In 2000 with the support of Samsung Electronics, WCG provided the gateway for gamers to become pro, and provided for others the spectacle of watching top-tier games between legends. Beginning with StarCraft, a variety of titles were chosen for competition until recently, regardless of genre, such as popular titles such as DOTA 2 and Counterstrike. Then, much to the disappointment of gamers, 2013 marked the end of WCG’s short life.
However, under the new slogan “BEYOND THE GAME, MORE THAN SPORTS” WCG 2019 has returned with new international gamers. From July 18th to the 21st, WCG will share not only eSports, but new technology, a music festival, TED talks, conferences and more in Xi’an, China.
WCG 2019 Xi’an has 6 official titles.
WCG MASTERS will progress with the target of global gamers. Preliminaries will proceed online beginning in March and from May athletes from each country will be chosen to represent their countries through offline qualifiers. There will be 4 titles to qualify for: DOTA 2, Warcraft 3, Hearthstone, and Clash Royale.
WCG PREMIER will be restricted to Chinese gamers. From April online preliminaries will begin and from June the representative players will be selected through offline qualifiers.
This competition is also excited to host the “All-Star Invitational” for the globally popular mobile game “Clash Royale” where the 2019 season 1 pro league champions will be invited.
The regional qualifiers for Asian, European, and American gamers will be on the Battlefy platform, and the Chinese qualifiers will be held through the Varena platform. Applications for attending the qualifiers began March 12th, and many gamers have already been accepted.
Applicants can apply through the official WCG sites below
We hope those who wish to go pro or gamers who love their game do not miss this opportunity and hurry to offer their support.
The Global Branding & Experiential Marketing Agency EIDETIC MARKETING is the official agency of WCG 2019 Xi’an and has been working with WCG on its development since being chosen last January. EIDETIC MARKETING is making every effort to make sure that the opening and operations of WCG are a success, managing everything from branding and space design to customer itinerary. EIDETIC MARKETING’s CEO Ashley S. Jung has stated that “WCG 2019 Xi’an is an important event to end WCG’s six year absence. It is an honor that WCG has allowed EIDETIC MARKETING to help present the best time for gamers awaiting the return of WCG.
November 23, 2018
Along with CES and IFA, MWC (Mobile World Congress Barcelona) is one of the top 3 global IT/Wireless expositions. Over 2,100 global IT companies participate in the exhibition, including world renown brands like Google, Microsoft, Samsung, LG, Huawei and more. During 2018’s MWC in February, there were more than 104 thousand participants, and this number continues to grow every following year. As the 4th quarter of the year is passing by, more clients are starting to have queries about the MWC. As an experiential global marketing agency that has participated in the MWC, Eidetic Marketing will offer 5 must know tips for MWC participants.
First, Utilize your Exhibition Badge.
As a top-tier global B2B Exhibition, entrance fees should be expected to be on a high price point. During the 2018 MWC, the lowest priority entrance ticket cost roughly $900. These entrance passes can be issued at not only the exhibition hall, but also the airport. You can seamlessly receive your pass by using the QR code that you were given upon purchase. With this pass, you can also use public transportation for free during the exhibition period.
Second, Wear Safety Appropriate Gear for Construction periods.
MWC is held in the 9 halls of Fira Barcelona Gran Via, a venue that is approximately 30 times the size of Korea’s Coex. As renown as this venue is, the safety rules are strictly enforced. During construction periods, everyone involved is required to equip safety helmets and vests. However, there is no specified product or restriction on what type of equipment one is to wear. Therefore, it is possible to save money by procuring the products ahead of time. If you fail to bring your own equipment, you can also purchase the hats and vests at the exhibition hall, albeit for a higher price.
Third, Consider Transportation Methods.
Barcelona is Europe’s top 6th visited destinations. The city gets especially more tourists in February and March for the duration of the MWC. Taxi drivers may not be well acquainted with speaking English, so you should have materials ready, such as a print out of your destination and address. Other than taxis, you can also opt to use personal carpool services called MyTaxi, Barcelona’s equivalent to Uber. For those who choose to use rented cars, the driving is not as hectic as other European nations. However, during the MWC period, there are many patrol officers that focus on traffic violations. If you are caught by one of these officers, foreigners are charged 100 Euros on the spot. There are apt parking spaces in the exhibition venue itself. However, depending on the hall, this may lead to long walking distances. Therefore, it is important to understand the area and choose a parking lot accordingly. The nearby shopping mall, Gran Via 2 is an option that offers free parking on Sundays.
Fourth, Follow Security Protocols.
After 2014, Europe became more conscious of possible terrorist threats. The MWC period, in which more than 100 thousand people gather together is a time when security protocols are strictly enforced. Individuals should have their passport on their person at all times as a form of identification. Upon entry into the venue, all participants and their luggage are searched through by security officers. All boxes, bags or enclosed luggage must be opened for inspection. Visitors should also not carry any items that can cause misunderstandings (for example, toy guns or knives, etc). Through the MyMWC application, one can use their digital exhibition badge as a form of identification as well. However, due to possible issues due to hall entrance or security personnel, visitors should have their passports as a failsafe id.
Fifth, Prepare for a Foreign Environment.
Spain is a country that is not very familiar with the English language. It is recommended that participants learn basic Spanish before the exhibition. For exhibitors who are expected to need telecommunication services during the period should consider buying a local sim card beforehand. This option is more comfortable than wifi and can be purchased upon arrival at the airport. Vodafone is the recommended brand for Europe. MWC’s venue, Fira Barcelona Gran Via, is grandiose and offers many pleasant areas for business meetings. If a meeting outside the exhibition hall is needed, the nearby shopping mall, Gran Via 2, also offers plenty of stores and cafes to engage partners or clients.
Eidetic Marketing is a global event & experiential marketing agency that is based off of its LA headquarters. It has multiple branches around the world in Korea and China as well. The company has experience participating in a multitude of global exhibition and events, such as MWC, CES, Gamescom, E3, and many more. Encompassing a wide portfolio and a plethora of world renowned clients such as Samsung, LG, Tencent, Google, etc., Eidetic Marketing has successfully provided total marketing solutions on a global scale. Eidetic Marketing’s CEO, Ashley Jung, offered his insight via this article to assist other prospective marketers in understanding the MWC.
If you have any additional questions about the MWC, please contact email@example.com more information.
November 21, 2018
[Eidetic Marketing Insight] Drone Shows, Beyond the Technology
Marketers are pondering how to apply drones appropriately. Whether it be achieved via Drone Show or Drone-vertising, the answer may not always be clear. Whatever the answer may be, it is important to take note of the underlying essence beyond the technology.
Software to Design the Sky
Drones were originally created exclusively for military use. Of course, they are still used for said purposes, which can be noted through a variety of military advancements using unmanned aerial vehicles. However, drones encompass much more innate utility to be limited to military use. As such is the case, drones are currently being used with many different objectives ranging from filming, leisure, exploration and much more. This usage has reach a stage in which many of the world’s leading corporations make use of drones in one way or another.
The value of this aerial device is not limited to simple videography. The fact that this machine can fly adds endless possibilities and immeasurable value to the product. An example in which the value of drones was realized occured during the 2018 PyeongChang Winter Olympics. 1,218 drones lit up Korea’s night sky to create illuminating constellations for onlookers. Transforming into anything from the Olympic logo to a snowboarder, these drones created a scene which rivaled that of one created from CG technology. During the finale of the Olympics, the drones turned into the Olympic mascot and then into a starry constellation, creating a memorable scene. The press applauded this showing for its originality and deemed it as the pinnacle of Information and Telecommunication technology.
Why a live show over a recording?
Most drone show content that we view are recordings. Whether through documentaries, movies or even a youtube video, the drone shows points of views that would usually be impossible to recreate. As mentioned before, however, the value of a drone does not end there, as corporations have started to make use of drone events and marketing.
During the 2018 CES, one of the main headlines was not a new product release or a technological breakthrough. It was the live Intel drone show that was held along the Bellagio’s iconic fountain. Intel has been well known for utilizing drone marketing in many more cases such as the Las Vegas drone show commemorating the opening of the movie ’Wonder Woman.’ In this case, 300 drones were utilized in recreating Wonder Woman’s image, showcasing an event that was as memorable as scenes in the movie itself.
Drones have even spread into the unlikely category of fashion. During the 2018 Milano Fashion Week, Dolce & Gabbana made use of a drone to showcase the brand’s new product. Breaking off from the use of a human model, this divergence created more interest in the drone than the products. Some distained this action stating that this was a simple rouse to garner attention. However, in the future, people will note Dolce & Gabbana as the brand that first utilized drones in an international fashion event.
What we, as marketers, must consider is why these organizations chose to use drones. Not limited to the technology, drones created an amalgamation of both technology and emotion.
The marketer’s role: tech and emotional synergy
Drones are products that are fundamentally based on technology. The drones utilized during the 2018 PyeongChang Olympics, though light, were manufactured to withstand winds of up to 10 meters/sec and imbedded with the ability to detect and avoid obstacles. However so, despite being based on technology so heavily, the product stirred within us an emotional reaction,
The main charm of drone shows stems from the unlikely melding of technology and emotion. The drone encompasses various technological innovations such as BLE, wifi, VR, AR and many more. This seemingly cold and definite product created sentimental, human connections through a marketer’s outlook. A marketer’s view, derived from understanding the consumer, created an efficient method by which such apathetic technology was able to create a truly sympathetic bond with humanity.
It is also the marketer’s duty to truly understand and apply the embedded technology within the drone itself. However, the marketer’s first priority is to discern consumer priorities and through this knowledge, to engrave a brand in a positive light. Simply put, drone marketing’s main strength lies in the mix of innate technology and human emotion.
Many consumers already know about drones. Not only have they surfaced on the media, individuals have been purchasing these products to use as hobbies. Despite this, the application of drones in the Milano Fashion Week and the 2018 CES made headlines. This was because those individuals were able to experience unexpected beauty in a familiar environment. Drones stimulated are emotions through the imaginative design of marketers. Marketer’s must strive to create a story the resonates with consumers and through these stories, what seemed like unfeeling technology gained humanity.
October 29, 2018
[EIDETIC INSIGHT] Embracing eSports
eSports in the Asian Games?
During the 2018 Asian Games held in Jakarta Palembang, eSports made its debut on to a globally renown sports event. Out of 6 distinct games, Korea competed in 2 of the categories; League of Legends (LoL) and StarCraft 2. How is it that eSports evolved from simple hobbies for individuals to becoming recognized as an official sport category?
The Current State of eSports
Sports Media Watch, a prominent medium in the sports industry released an interesting statistic regarding the current state of eSports. In 2017, the MLB World Series received roughly 31 million views through TV viewership. During the same year, Riot Games stated that the LoL World Championships Finals received a total viewership of 57.6 million views across a variety of mediums. Of course, there may be some difficulty in comparing the two statistics due to the different standards by which the numbers were measured. However, it can be noted that eSports viewership has risen significantly during the past few years, and is rapidly catching up to views for traditional sports. The world renown financial institute Goldman Sachs predicted that by 2022, the global market for eSports would amount to $2.96B. Considering the current eSports viewership and estimated projection for the market, investing in eSports teams, players or the likes seems like a well-founded decision.
Why Corporations are Captivated by eSports
There is a simple reason why people are so enamored by sports. It is because they are fun and people enjoy watching games. However, to corporations, to justify investments through such simple reasons are impalpable. In this article, Eidetic Marketing will elaborate on the current state of eSports and offer insight into 3 marketing values that eSports offers.
1. Popularity of Game IPs
Being serviced as Penta Storm in Korea, Arena of Valor has achieved popularity throughout the world. Since its conception in 2015, the game has received more than 200 million downloads globally. Within a year since its launch, Arena of Valor was inaugurated into the KPL, Korea’s professional eSports league. In terms of last year’s autumn league, the accumulated viewership for the live broadcast amounted to 3.6 billion viewers, confirming the popularity of eSports and game IPs. As such, eSports have become a vital component to marketing within the game industry. Eidetic Marketing has previously activated a global eSports event, ‘Summoners War World Arena Championships 2017’.
Since its release in 2014, Com2uS has achieved global sales of over 1.0 trillion through this single game. During 2017, the game was experiencing some stagnation in terms of growth. However, with the advent of the global eSports tournament, ‘Summoners War World Arena Championships,’ Com2uS was able to achieve 90 million accumulated downloads and approximated sales of \500 billion. This was a case in which eSports effectively furthered the popularity of a game IP.
eSports also have the ability to increase the value of a brand or corporation. In 2000, Samsung Electronics launched the first ever global eSports tournament, ‘World Cyber Games (WCG).’ In 2016, Smilegate purchased the rights to the WCG brand and are planning to hold the competition next year, in 2019. Through the activation of this global event, Smilegate will be able to increase its projected value as well as branding itself as a company that puts importance on Corporate Social Responsibility (CSR).
2.Viewership Base Business
The 2014 World Cup in Brazil had an accumulated viewership of 3.2 billion views. As a major global event, the World Cup created significant amounts of revenue from ticket sales, sponsorships, commercials and more. As such, the viewership holds much influence and power over the popularity of events. Comparatively, LoL’s ‘2017 Mid-Season Invitational’ had an accumulated viewership of 364 million viewers, around 1/10th that of the World Cup. To put this number into perspective, the viewership could be roughly estimated to be 5% of the global population. Because the viewership of such competitions is guaranteed to an extent, many corporations use copious amounts of money to create brand exposure through commercials, sponsorships or other methods.
There are many methods by which a corporation can conduct businesses using the viewership. First, in terms of eSports that are usually held offline in a physical location, ticket sales generate revenue. Expanding further, profit can be made through the renting of lots in which corporations can create brand exposure in a variety of ways such as the fabrication of a brand booth or outdoor advertisements from sponsorships. Broadcasting is another major source of revenue. From allocating broadcasting rights, to the use of music, videos and other media allows for another profit point. Moreover, IP based products offer both on and offline revenue streams, such as limited edition character skins or toy models.
As the eSports market grows, so does the number of professional players. Just as major football or baseball clubs exist, there has been the advent and growth of professional and sponsored eSports teams. The US and Europe’s ‘Cloud9,’ China’s ‘WE,’ and Korea’s ‘SKT T1’ are but a few examples. eSports teams differ with other traditional sports in that the teams are not limited to one particular category but often has teams for a variety of games. In terms of Korea’s ‘SKT T1,’ the club has teams for LoL, Overwatch, Battleground and many more. Club merchandise with numerous sponsors and star players’ name values create another pivot point for revenue growth.
Differentiation within eSports Marketing
No matter what the product category, as the market develops, the division and specification occurs. As such, there is a need for differentiation in marketing tactics. Eidetic Marketing specified 3 differentiated current marketing points for eSports. However, the eSports market is still currently growing and will offer many more opportunities as it grows. For game companies, it is important to contemplate how to boost IP popularity through eSports. For Sponsors, it is important to understand the breadth of influence the event holds and how their brand can be involved. As marketers, it is important to understand the trend of the market and how to effectively apply given knowledge.
February 18, 2016
Global integrated marketing agency ‘Eidetic Marketing’ announced their establishment of Eidetic Marketing China on February 15th.
Eidetic Marketing has seen significant growth in global corporations’ adoption of integrated marketing solutions. In 2015, 75% of their revenue was generated from large scale campaigns with global corporations, especially in the Chinese market.
“China is one of the highest growth potential markets in the world. Therefore, many companies keep their eyes on expanding their businesses into China. From long established corporations to new startups, Eidetic Marketing will provide helpful consultation services to formulate the best marketing strategies for companies at any stage. With Eidetic Marketing China, EM will have access to direct ‘on-site’ market information, and this will be the core ingredient in creating truly effective marketing solutions,” said Ashley Jung, CEO of Eidetic Marketing.
In order to fulfill clients’ needs and to expand into the Chinese market, Eidetic Marketing founded Eidetic China to become a bridge between the US and Chinese markets. With this strategic network, Eidetic Marketing is expecting to become an interface of integrated marketing services for major global territories. This vital bridge will be sure to provide clients access to valuable insights and competitive advantages for their products and services in the Chinese market.
Recently, one of Korea’s leading steel industry corporations POSCO, partnered with Eidetic Marketing for the key objective of expanding business reach in Beijing, China. In other industries such as gaming, Eidetic Marketing effectively executed marketing campaigns for China’s most popular companies such as Tencent and NetEase.
About Eidetic Marketing
Eidetic Marketing is an integrated marketing agency headquartered in North America. As an esteemed partner of many global corporations, EM provides comprehensive marketing solutions to clients from more than 20 different countries. One of the most thriving territories for EM has been, in recent quarters, the Chinese market. Whether the marketing campaigns are inbound or outbound China, Eidetic Marketing has been very active in the Chinese Market in various industries.