‘Arcane’ is a big bet for 2024
In the marketing game, brands’ mission to connect with consumers jumps to a new phase when eSports stakes out the battleground. The numbers from North American electronic game developer Riot, which belongs to the Chinese technology company Tencent, demarcate the market’s power.
In April, 459 thousand spectators simultaneously followed the final of the first phase of the Brazilian League of Legends Championship (CBLOL) on streaming platforms. The record does not consider the audience coming from SporTV.
With capacity to accommodate 150 people, the Riot Games studios in São Paulo (SP) hosted the match, which established the Loud eSports organization as the winner and four-time champion, in a dispute against the Pain Gaming team.
CBLOL is currently one of the biggest esports tournaments in the world, among the North American, European, South Korean and Chinese leagues. Riot’s flagship League of Legends (LOL) sees 62% year-over-year growth. The success went beyond the digital world.
In 2021, the franchise became a Netflix series. The second season of ‘Arcane’ will arrive on the platform in November and Riot is preparing a series of activations. “’Arcane’ is a big bet for 2024”, highlights Diego Martinez, general manager of Riot Games in Brazil.
Immersion
Brands were quick to test gaming practice. Mastercard, Santander, Heineken, Nestlé (KitKat and Dolce Gusto), Coca-Cola and Sanofi (Dorflex) sponsor CBLOL, which has already signed partnerships with Gillette, Red Bull and Dell. Riot studios also provide spaces for activation.
Read the full article in the printed edition of May 27th
