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s0sports have been browsed by e-sports for a week, and the Bird's Nest has also become the stage of the "E-sports World Cup" S7. Today, when the International Olympic Committee declares its recognition of e-sports, traditional sports are worth discussing and learning - why can e-sports penetrate the hearts of young people with a global trend?
Check out this crossover concert before S7, and you may get some inspiration - what kind of attitude should sports embrace this era?
text/Li Yali
editing/Guo Yang
"I really admire a company that can make games into a culture. This is a very powerful thing. Few companies can do this. No wonder people online say that this is a music company that has been delayed by game companies."
- Players at the "League of Legends" concert said this
On the evening of November 4, as the world's top e-sports event that "League of Legends" landed in China in the first year of China, the S7 Global Finals set the bird's nest, Jay Chou's song "Heroes" opened, SSG three wins against the king, Faker burst into tears, thousands of people called RNG together, Juyongguan changed color for heroes, this is definitely not an ordinary night for thousands of loyal LOL players.
Bird Nest gathers 40,000 people, making e-sports a hit in the sports circle on the final day of the Chinese Super League. As an e-sports event brand that has captured the hearts of young people at present, "League of Legends" refreshes traditional sports people in both marketing and promotion and competition model, and there are many things worth learning.
marketing, just before the final battle of S7, a concert had ignited the Water Cube that was facing the bird's nest. A high school student who came to the scene from Langfang, Hebei told the Circle Girl that even if there was no S7 finals the next day, he would definitely come to this concert. "This is the first time that there is such an opportunity to experience the BGM in the game on the spot. It's so rare."
As the world's first music festival for the official performance of "League of Legends", it laid the groundwork for the legendary night of the final and became a rare cross-border feast.
LOL held a music festival, and the first performance was only for you
11 November 3 at 19:30 pm, the agile Water Cube transformed into a magic castle, the lights were on, and the scene was silent. The voice actor group of "League of Legends" appeared in the center of the stage to perform heroic dramas that are familiar to players, instantly putting the audience in the familiar game scene. A Chinese-style "Worlds Theme" (theme of the World Competition), which was magnificent and pleasant under the performance of the orchestra, officially kicked off the music festival.
As a special guest of the "League of Legends" Music Festival, the piano prince Li Yundi joined hands with the Hollywood Chamber Symphony Orchestra and the Chinese Kalavinka Symphony Orchestra to present shocking performances such as the Great Elements Shi, Nami, Qianjue, and Jin. Immediately afterwards, special singers T.J. Brown and Uyanga Bold sang the theme songs of "League of Legends" such as Amumu , Taliya , Luo Hexia, etc., which touched everyone's hearts.
A live player sighed to the circle girl - "It's so igniting!"
Both sang and performed the theme song of "League of Legends", as well as the Rainbow Choir and the Lanting Orchestra, the BP song "Summoner's Call" during the pure vocal period, which was performed live for the first time.
In addition to restoring the original soundtrack of the game, the "League of Legends" music festival also pursued the enthusiasm of young people and invited the recent trend of hip-hop singer PG One to support the team. He sang his "Penta Kill" to commemorate the sixth anniversary of "League of Legends", which attracted fans in the venue to scream.
Then the Five Killing Band appeared, and Nicki Taylor, Lunity, and JORN performed classic hero theme songs in the band's excitement. The performance of Norwegian electronic music prodigy Alan Walker brought the atmosphere to a climax. Immediately afterwards, the Chinese DJ Xu Mengyuan and The Crystal Method performed mixed songs such as Guardian of Stars.
Finally, all the musicians and cosers took the stage to present the finale of the 2017 League of Legends Music Festival - "League of Legends Live 2017 Finale", and the audience was in full swing.
When "League of Legends" cross-border music, what is it playing?
As the first global competition in China, facing such a fertile market, the reason for cross-border music festivals may not be simple.
"League of Legends" developer Riot Company said happily before the S7 finals, "Now is a good time to hold the China competition. Chinese players are very enthusiastic and know all the players very well. This has brought a very good environment for us to hold the global finals in China." The hero theme song carnival on the eve of the final may be the most considerate feedback to the huge number of Chinese players.
"League of Legends" Music Festival project team told the ecosystem, "League of Legends has always paid great attention to the development of game culture, and is now constantly strengthening IP construction. Music is a very important part of the League of Legends IP. Previously, "League of Legends" has launched a large number of music that is loved by players. This time, the music festival is held. I hope to interpret the music works of League of Legends to players in an event manner, so that players and the public can better experience the charm of League of Legends music culture."
Riot Company further stated that for players, online and offline viewing and experience are very important. Online viewing interaction with live broadcast platforms can allow fans to have a better understanding of players, and offline experiences can enhance player stickiness. The "League of Legends" Music Festival project team told the ecosystem that "The music festival is held to present the IP culture of "League of Legends" to the majority of players."
The global first "League of Legends" concert will bring players into the game atmosphere in the form of music. For the majority of players, it is both a sentiment and an unforgettable e-sports cultural experience.
But as a game developer, Riot Company joins forces with Tencent to invite stars at home and abroad to help the concert, which may be more meaningful. According to the staff of the "League of Legends" Music Festival, there are no sponsors invited for this "League of Legends" concert, and the tickets for the performance are mainly for sale. Such pure "expenditure" projects, while exporting IP culture, also create momentum for the next day's finals. It is revealed that the music festival Water Cube has more than 1,500 audiences.
is not the first to adopt the mutually beneficial method of cross-border activities and event marketing. During this year's National Day, NBA2KOL, which is closely linked to NBA China Championship, which has been hit by double micro, actually adopted a similar approach to hosting an e-sports carnival on the eve of the NBA China Championship. The difference is that the "League of Legends" music festival is intended to build momentum for the event across borders, while the NBA2KOL Carnival is cross-border marketing. As a product of the e-sports of sports games, NBA2KOL Carnival provides incremental growth for this project in the process of "traditional sports" and "e-sports events". Through the Esports Carnival, Tencent has made great efforts to explore the depth and breadth of users in game marketing, intending to give full play to its resource advantages and combine the NBA event itself with digitalization more closely.
Further reading: Basketball + E-sports + Hip Hop, NBA2K Online plays the game to a new level
Compared with NBA2KOL's natural "basketball" user attributes, "League of Legends" will expand a new market group, and the angle may be even more different, and this is another important purpose of this music festival to attract new gamers. Whether it is the invitation of Alan Walker, a Norwegian electronic music prodigy who became famous for the song "Faded", or the hip-hop singer PG One, who has been popular among young people recently, it can be clearly seen that the efforts made by brands in expanding the larger player market.
senior executives of Riot Company mentioned at the S7 pre-match press conference that they hope to establish an e-sports system in China in the future so that more players and fans can participate in the event. maintains its top-level event status as "League of Legends", and on the other hand, it expands a larger player and fan market.
An 18-year-old girl brought her mother to the concert at the scene. The girl told the ecosystem:
"I originally came because I like PG One, but today I feel that the concert is super exciting. I see every singer trying my best to show the charm of heroes. It made me have a strong interest in "League of Legends" and e-sports, and I want to know the story behind it." How is the effect of the "League of Legends" Music Festival, which was first released in the world, the "League of Legends" music festival, which is launched in
, what is the effect? After the concert of
, the reporter met four high-spirited audiences. After the conversation, we learned that they were junior students from Hong Kong Baptist University. This time, it was difficult to make it easier to buy tickets for the S7 finals from players who gave up watching the game. "Originally, the ticket price of 380 has been hyped up to 1,000. If the Chinese team enters the finals, the ticket price will be higher." They sighed that , but in fact, they also came specially for the S7 finals. By the way, I feel that I was treated to the "League of Legends" theme concert, but after the end, they had a different mood :
"The concert was shocking, and the theme song that ended was super exciting!" Another student continued to add: "I really admire a company that can make games into a culture. This is a very powerful thing and a very proud thing. Few companies can do this. No wonder people on the Internet say that this is a music company that has been delayed by game companies."
The League of Legends Music Festival project team told reporters that they were very happy because of the hot atmosphere on the scene and the excellent online feedback, and thanked the players for their recognition. "In the future, I hope to continue to create more good music to players, and I will present more exciting content to players in a diverse way."
In addition, the "League of Legends" music festival team revealed that they will continue to explore different forms including animation and film and television in the future. "I hope to bring LOL to all aspects of player life and make it a way of life."
players' sense of identity with IP culture may have achieved its original intention. And such a "music company that is delayed by games" actually faces challenges. Riot said that the first time he held a global competition in China was not a lesson, and all aspects of the event were under considerable pressure.
But such attempts are of great benefit to Riot for "League of Legends". "This will accelerate the globalization process of brand and help brand expansion and development." What will be the future of
e-sports cross-border entertainment?
"League of Legends" brand team told the ecosystem that in their opinion, cross-border entertainment has strong significance:
"League of Legends has developed to this day, and it is no longer just a game. Its game culture is very rich. Many times, cross-border integration can bring you some very novel experiences while showing the game culture. For example, this music festival, on the one hand, it is a specific display of League of Legends music culture, gathering well-known musicians at home and abroad to create a music carnival belonging to players, and on the other hand, it is combined with the largest e-sports event of the year, and the two sides collide with each other with greater sparks."
"League of Legends" brand team told us that overall, this is also an attempt in the development of League of Legends IP, and there will be more explorations in the future in IP development.
In addition, even though e-sports has been "selected" by the International Olympic Organizing Committee, focusing on a single game, games as products have a life cycle after all. Many experts have said that LOL has passed its peak period and is on a downward trend. For Riot, how to "keep fresh" LOL has become one of their most concerned issues. In this case, e-sports events can help the game stay popular, and concerts are also a new way to try. After the IP is expanded, not only competitions and concerts, but also movies, derivatives, etc. can also develop.
Sports cross-border entertainment is no longer rare nowadays. Modern Sky cross-border sports field brings the American yoga life brand Wanderlust to China to create a fitness party for sports X music; the lululemon "Heart Exhibition China" yoga + electronic music event held in Beijing Orson Park in June this year; in August this year, the music festival + e-sports veteran competition held for retired e-sports contestants at the Hong Kong Hung Hom Stadium, and the NBA2KOL e-sports carnival mentioned above...
No wonder, at the event, peers of the live broadcast platform who were deeply shocked said: e-sports and music have young elements, and e-sports cross-border entertainment is a development model that is of great benefit to each other's marketing and promotion.
It is not difficult to see that in today's era, cross-border not only makes e-sports projects taste the sweetness, but for traditional sports events, cross-border entertainment has also become a marketing method worth trying. After , when big fish eat small fish and fast fish eat slow fish, now may be the era when "playable fish" eat other fish. Whether it is the transformation of traditional sports, the promotion of new projects, or the mutual assistance and mutual benefit between industries, cross-border marketing has the power that cannot be underestimated.
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