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Blick «eSports»

March 2019 Nicolas Pernet

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1. Who we are 2. Our Sports-Roadmap 3. eSports: Lessons Learned

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60 years on the Boulevard 60 years with the people 60 years of Social Media

Our Newsroom

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240 Journalists

36 Work directly for the Online-Newsdesk

Publishing every day– around the clock…

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Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Reach Across All Channels

Blick is present on all established channels – social, digital, and print.

Social-media followers, unique users per week, readers per week (6 × Blick, 1 × SonntagsBlick) across Switzerland Source: MACH Basic 2018-2, NET-Metrix-Profile 2018-2/CrowdTangle – Ringier, 2018

Over ... 1 million Swiss people read Blick every week across a range of media outlets.

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Weekly readers (in thousands)

1'100

1'685

1'304

Social Digital Print

Facebook, Twitter, Instagram

blick.ch Blick and Sonntags

Blick

Blick reaches 14- to 29-year-olds right where they are – on social media.

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260,000 195,000

95,000

12,500 31,900

5,700 11,700

1,000 1,200

38,000

47,600

26,200

channels on Facebook, 16 Instagram, and Twitter

1.2 million followers

284,000 184,000

14,200

165

Social Media

#2 Our (e)Sports-Roadmap

Our Sports Roadmap: Four strategic pillars, three target groups

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#1: Content Commerce Community Events

Youngsters

Mid Ager

Best Ager

Cross-Country

Skiiking Weekend.

Blick Hiking Days.

eSports Content-Hub (planned).

?

Our eSports Universe

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Social

Events

Commu-nity

Content (Blick-

Website)

Branded Content

1 Channel on Facebook 1 Channel on Instagram

2018: Playoff-Event of EA Sports FIFA 18 Global Series 2019: Blick eSports Masters

Content-Hub eSports (planed) Live-Streaming Events (twitch) Specific Content

2 Branded-Content Cases - so far

eSports on Instagram Publishing 2 – 5 posts a day, focusing on eSports-News with relevance to the community. And of course- fun and entertainment! Launch: May 2018 // Organic growth

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45′000 Reach / Month

1‘940 Subscribers

27′000 Interactions / Month

68% / 32% Men Women

eSports on Facebook Publishing 3 – 5 posts a day, focusing on eSports-News with relevance to the community, live streams and fun! Launch: March 2018 // Organic growth // Content Social only

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345‘000 Reach / Month

38‘817 Subscribers

77′000 Interactions / Month

93% < 35 years old

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Go directly to your target group – don’t wait for your target group to come to you.

Don’t rely on the feeling that your brand is interesting to young gamers. Create a new one.

Social media will not work as a conversion tool for the website.

HOWEVER: We are using the Blick brand as an endorser. It helps to promote credibility. Funnily enough, this works.

Include gamers in content production, too (Interviews, Live-Streamings, Game Sessions).

Analyze what works in your country. And which games are in.

Lessons Learned – Content

2 tickets for the Playoff-Event of EA Sports FIFA 18 Global Series

320 Participants, out of 1’400

250’000 Live Views

12 Hours Live-Streaming

eSports Cup 2018 In 2018, Blick organized the biggest FIFA eSports tournament in Switzerland.

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2019 Outlook The Blick ESPORTS MASTERS event series will be launched.

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12 Events / 1 every month

3 Games Smash Brothers, APEX Legends, Counter-Strike

Mai 2019 Launch

Without FIFA

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Check country-specific details (e.g. large Counter-Strike community in Switzerland).

Be careful with FIFA – gets complicated quickly. If you include FIFA, FIFA also needs to be involved.

We do not organize any multiplayer online battle arena (MOBA) games (League of Legends, Dota 2). The problem is that specific knowledge is required to understand the games (broad impact). We are also trying to get the LIGHT gaming community on board.

First-person shooters or not? This was not an easy decision. With Counter-Strike, after a lot of discussion we decided to allow a tactical shooter game. Stay close and keep monitoring. If in doubt, take it out of the event series.

Sponsors are always very interested and think it’s great. Until it comes down to a concrete commitment.

Lessons Learned – Events

Branded Content Cases

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6 livestreams

• 6 talk shows in which guests (developers, professional gamers, etc.) discussed the games

• Of course, games were also played

1 livestream

5 video clips

1 livestream of Mario Kart.

We held a race – our reporters against people from the community

5 funny clips were produced by us and sponsored by Nintendo

The first branded social-media campaigns have already been carried out with Nintendo and Basler Versicherung.

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Do not integrate the branded-content packages in standard offers.

Established salespeople are having a hard time selling these packages.

The community is very open to advertising. However, transparency is important.

Packages need to be customized in development and customized in sales. It’s a lot of work.

Lessons Learned – Branded Content