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Proposal for Advertising to Non Gamers Situation: The LCS and other League of Legends tournament streams reach

a huge audience. The Season 3 World Championship was viewed by 32 million people and had 8 million concurrent viewers. Riot, thus far, has advertised primarily to gamers. While casters will occasionally explain things to new viewers, Riot is seriously lacking when it comes to appealing to non-gamers. Riot has reached its saturation point with the number of people playing League of Legends on a regular basis equaling the number of people regularly watching League of Legends. Almost everyone that plays League of Legends is aware of the eSports scene and has watched the LCS. During the Season 3 World Championship, the streams hit a peak of 8 million concurrent viewers, this is in line with the peak 7.5 million concurrently playing the game (Figure 1). Viewership growth is now slowing down and Riot has reached its saturation point. Riot can no longer expand its viewer base at its previously rapid pace without advertising to nongamers. ESports, in the past, have lacked sticking power due to the fact they only appeal to competitive gamers. In order to ensure the longevity of League o Legends as an eSport, Riot must advertise to non-gamers.

Audience (Millions)

Figure 1

7.8 7.6 7.4 7.2


Number of Viewers

Number of Players (per day)

Audience (Millions) The Poker Model: Poker in the past, was dominated by brick and mortar games. The explosion of broadband internet and the subsequent explosion of online poker led to a reinvigorated poker scene. There are now entire television channels dedicated to poker, and international poker tournaments are regularly broadcasted. Poker, like eSports, was a largely niche market, but has burst onto the mainstream. Unlike many eSports, Poker has maintained its popularity and relevance and continues to catch millions of viewers every month. Poker, in order to engage amateurs or total novices, broadcasts short pieces that describe the subtleties of the game with the intention of increasing viewer enjoyment. The practice of advertising to novices has proved successful with almost one third of the viewers of the Poker Channel in Europe being novices or

non- players (Figure 2). The poker industry has invested in media that focuses not on teaching the viewer to play, but teaching the viewer to enjoy the game.

Audience Distribution(Millions)

Figure 2


Player Audience Non- Player Audience 1.94

Sources: Epic Poker, "The Market For Online Poker" by Ingo Fiedler and Ann-Christin Wilcke.

Proposed Solution: Riot produce non-invasive content that engages new/non-gamer viewers. This content would serve the purpose of garnering non-gamer viewers without harming the overall viewing experience. The easiest way to do this would be to put educational videos in between games. There is often a lull of 2-3 minutes between games where nothing but a clock is shown. This could easily be replaced by short, 30 second to a minute long videos that would educate the viewer on some of the more basic concepts of League of Legends. These concepts would include: the jungle, buffs, objectives, kill gold, and the general point of the game. Steps Involved: 1. Plan out the topics and form of delivery for videos. 2. Produce videos 3. Gauge Community Response to videos 4. Show videos in broadcasts during dead space. Benefits: The inclusion of videos will help people who dont play League of Legends at least partially understand what is going on. This will lead to increased involvement in the game and increased appreciation of complexity of the game. The benefits of educating non-gamers can be seen in the success of poker. Poker broadcasts have now established a successful niche and continues to grow due to its ability to intrigue and capture new viewers.

Viewership numbers will rise as the number of people who do not play League of Legends far eclipse the number of people who do play League of Legends. Even in the gaming community there are many who do not play League of Legends and do not appreciate the entertainment value in its eSport. Increased stability as people inevitably lose interest in playing League of Legends.

Potential Obstacles: Could possibly annoy and turn off veteran League of Legends players to streams. Time and monetary investment necessary to create the videos. Would be far outweighed by the potential benefits. Necessity of producing a large array of videos to keep them from getting stale.

I am proposing that riot produce short low cost videos that both entertain gamers and educate non-gamers. I have attached a few videos I produced, they serve mostly as an example of what the videos could look like. Sincerely, David Lee