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My brand that I chose to work with for the semester is CLOUD9. I chose them mainly because there a very well known and very competitive team who has many professional teams in a lot of different genres. Also for the fact they are dominant and have a long history of winning championships all over and some of my favorite games they compete in are Call of Duty, Halo and Rainbow 6. I think what they offer involving the support/team culture with high standards is a plus.   

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This chart shows how Esports marketing through the use of crossover campaigns has risen dramatically to improve revenue growth. The reason I chose this trend and why its important is because from where Esports was to today it has had extreme success and continues to through help of sponsorship and advertising. With the big name brands and sponsorship continuing to grow it has been picking up serious speed in revenue, fanbase and game location. This chart shows more money is being spent with more marketing done therefore the momentum of Esports is getting stronger every season.

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The Target market primarily consists of 18-34 year old young males who are competitive but value community. Known Behaviors include streaming tournaments, following cloud players and buying game merch. Motivations are rewards and in game items as well as community engagement. Barriers include tons of competition from other esports teams.

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For this activity I chose to rebrand Cloud9 with a mock logo. The decision was to take the original and strategically focus on connecting all new visual choices while creating a new brand image as a whole. I started with the name BLOOD4OATH for I felt it really showed the competitiveness of the team. As well as symbolizing an unbreakable bond for the fact Cloud9 is known for team pride. Furthermore gives the seriousness of how the team plays. The red and black colors signifies passion, aggression while also power and intimidation. To add, I felt the new colors shows a better sense of unity and loyalty among the fanbase from the original light blue and white. I incorporated a crown above the team name to show dominance and history of winning as well as clouds for the feeling of the almighty. I felt the changes made really took the brand to a new level as well as gave a new identity to the team as a whole.

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The ideal streamer for Cloud9 in my opinion would be Summit1g. He plays a wide variety of games but is known for his competitive edge and winning. Not only good for the focus he puts on the game but the community engagement involving many hours of content. His above average skills also align with the Cloud9 vibe as well as the dedication time he puts in for gaming. Also has a very large loyal fanbase because of his efforts and consistent gaming content. Furthermore just like the Cloud9 brand he brings the high energy which shows his true gaming passion and commitment to being on top.

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Explanation: Celsius's goal is to build strong connections to young audiences everywhere embracing pushing the limits while creating an active impact through awareness in social pleasure and in culture. Partnering with Cloud9 aligns with Celsius priority encouraging boldness, excellence and high energy healthy lifestyle which makes it strategically smart. The readings from this week express the importance that sponsors look for brand building/reinforcing image that match their values as well as creating awareness. This partnership would give Celsius a connection to an enormous globally known fan club and help promote new content merging both brands to help raise awareness and a new highly engaged audience. Overall, they both have similar goals, Celsius gains a new market and strengthened brand identity while Cloud9 gains financial backing, healthier energy brand image and unique campaign opportunities.

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Cloud9 uses short form video because it is a very successful way to reach various engagement opportunities with followers/fans. Leaving a very timely manner/efficient manner for what people are looking for. This could include highlights, player reaction, behind the scenes content, live match updates and plenty more. This also helps reach millions of users outside their fan section as well as give all authenticity while interacting in real time. While all different social media platforms have their own sweet spot the short term video makes it efficient for all users requests for connecting.

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The one community-building idea I chose to help my esports team Cloud9 to grow and engage the audience was a cross-platform challenge using TikTok called CloudTok. This is for a gamer at any level or fan of any type whether their new or have been loyal. The reason this would build the community is because CloudTok would also offer challenges as well as highlights, behind the scenes content, polls and much more extras! Viewers will be turning into regular supporters for the engagement of the consistent interactive activities it offers on top of the usual activities. People can respond and feel more connected while a sense of belonging to the new unique content. The reason to include extras like highlights and funny clips was to reach viewers outside of the main channel and CloudTok was essential for keeping the community active and creating spaces outside the live broadcast and events.

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The new KPI / Measurment plan Cloud9 is introducing is

Goal: Increase monthly merchandise sales

Smart Goal: By December 8th , Cloud9 Esports will see an 10% increase in merchandise sales revenue by promoting it through expanding marketing campaigns, social media and launching new product drops.

3 metrics I would include are Revenue Growth Rate, Average Order Value and Total Merchandise Revenue

Measuring ROI: I will measure ROI by simply taking the Total Merchandise Sales Revenue and subtracting Cost of Goods Sold per month. Then by using the last month and the month of December 8th I will be able to see the exact amount in monthly sales revenue to make sure I hit my goal.

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Market Position: This brand fits in the esports space as a top team, competitor and brand looking to bring a new culture to competitive gaming. Aimed to succeed through the goals we've set to achieve long term growth for our fans, players and Cloud9 community.

Future Action: One clear recommendation for future action is Cloud9 will be taking the next step with growing by gaining fans. We will be starting a partnership with Kai Cenat. The reason for this is by starting this new partnership it will attract a new audience which helps Cloud9's brand exposure. This will help reach a new and one of the biggest audiences in the world. Finding many new Cloud9 fans to join the elite.

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What I learned about esports marketing from building this project is how to look at all aspects and what goes into marketing a esports brand. As well as getting a deeper understanding of how to utilize various different marketing techniques. Creating and using a new structured strategic plan to help sustain growth. While building my own esports identity by crafting a brand that appeals to fans with authenticity and connection all helped me realize what goes into this. Having a strong foundation is always helpful but by focusing on all the steps we took in this project really helps the success of the final product.