Agenda

6 March 2019, Wednesday

TIME AGENDA
09:00 Masterclass 

How to Acquire Major Sponsors for Esports Tournaments: Strategies You Need to Know Your Way With Sponsors

The explosive growth or Esports has started catching the eye of big-spending marketers including Arby’s, Audi, Coca-Cola, PepsiCo, Gillette and Bud Light. They are among the brands putting money into esports in hopes of reaching the sport’s demographic sweet spot: males between the ages of 21 to 35 who are increasingly hard to reach via traditional advertising. The paybacks for sponsors can be huge because gamers have shown loyalty to brands that do it right. This masterclass will show you how the strategies you need to know on how to acquire major esports sponsors for your events. You will discover:

  • How to gain entry and break into the biggest brands sponsoring esports
  • Tailor your acquisition strategy to match each step in the client’s decision-making process
  • Proven techniques to deliver a pitch perfect sponsorship proposal
  • Handle negotiations, concessions on price, and term agreements skillfully and effectively
  • Tactics to close the sponsorship deal – early
Esports Tournament
13:30 Stadium Site Tour

Marvel Stadium/Etihad Stadium

Since AFL’s partnership with Riot Games, Marvel Stadium has been envisioned to become a hub for esports. Join us now and enter the inner sanctum to understand how the facility is built for esports training, streaming, building of content & housing clubs’ teams.

Located in the heart of Melbourne, Marvel Stadium has welcomed more than 35 million fans through the gates since opening in 2000. Renowned for regularly staging AFL, A-league & BBL Action under the famous retractable roof, Marvel has hosted some of the biggest international sporting events such as UFC193 & Soccer World Cup Qualifiers. Witness the multi-million dollar investment in the Marvel-lous Stadium’s technologies, which include over 1500 IPTV High Definition screens displaying non-stop, relevant and exciting match day information, interactive quiz competitions and fan images.

Etihad Stadium
16:00 Training Facilities Site Tour

ORDER Training Facilities

They steamrolled the competition and emerged top dog in this year’s Gfinity Elite Series Australia, taking home the grand prize of $225,000. Now see for yourself how they did it.

Join us for an exclusive tour of the training grounds of one of Australia’s elite esports teams: ORDER. Witness how these digital athletes hone their skills, plot winning strategies, and keep mind, body and gear in shape for their next tournament gold. Expect, as well, a taste of professional-grade action in esports classics like Counter-Strike: Global Offensive, Street Fighter V and Rocket League – from the hands of well-known regional contenders such as Jake ‘Rogue’ Sharwood and Victor ‘FBI’ Huang.

Don’t miss this rare behind-the-curtain journey into what makes a gold-medal team in the exciting arena of esports.

Training

7 March 2019, Thursday

TIME AGENDA
09:00 Welcoming Speech, Opening Remarks & Thank You Sponsor Speech by Summit Producer
09:15 Australia’s Largest Esports Case Study: How ESL Took Intel Extreme Masters to Global Stage in Esports Tournaments Around the World – Challenges and Lessons Learnt at Sydney
  • Australia’s biggest esports event was held at Sydney’s Qudos Bank Arena with live audience of 18,000 and 13.5 million unique online viewers tuning to the broadcast
  • 2017 IEM Sydney drew 7,000 fans per day and over 8 million viewers online
  • The Australian esports community has consistently showed its dedication to attend live esports championships
 Nick-Vanzetti-112x128 NICK VANZETTI
Managing Director
ESL Gaming
 ESL Gaming
 Ben-Green-112x128 BEN GREEN
Business Development
ESL Gaming
 ESL Gaming
09:45 Riot Case Study: How Riot Games Build a Sustainable and Robust Business Model in an Esports Market
  • Unveiling Riot Games’ new esports model for the Australian market
  • Ensuring business sustainability and maximized brand positioning for non-endemic sponsors
  • Overcoming challenges in an unregulated market and business instability
  • Reviewing the steps done and future opportunities in the Australian esports market
 Daniel-Ringland-NEW-112x128 DANIEL RINGLAND
Country Manager
Riot Games
 Riot Games
10:15 Morning Refreshments & Networking
Marketing Opportunity, Growth and Trends in ANZ’s Esports Industry
10:30 Australian Esports Association Perspective: Why Esports Will Outperform Your Expectations By Growing to a $2 Billion Industry by 2020
  • Growth opportunity in Media Rights, Subscriptions, Online Advertisements, Tickets and Merchandise, Sponsorships and Direct Advertisements, and Publisher Fees
  • Total revenue in this sector will easily eclipse the $1 billion mark by 2019
  • Esports allow marketing access to demographics of esports fans base of predominantly male audience of 16-23 age group
 Darren-Kwan-112x128 DARREN KWAN
President
Australia Esports Association
 AESA
Opportunities for Brands and Sponsors: Understanding Your Esports Demographic and Audience and How To Position Your Brand Effectively
11:00 LG Case Study: Why Did LG Enter The Esports Industry & How It Benefited From Sponsoring One Of The Top Esports Club In Oceania, Dire Wolves
 Russ-Prendergast-112x128 RUSS PRENDERGAST
Head of Brand
LG Australia
LG logo
11:20 JB Hi-Fi Case Study: Why We Sponsored Melbourne Esports Open and What Were the Returns from this Sponsorship Deal
  • JB Hi-Fi signed 3 year deal with Melbourne Esports Open
  • How JB Hi-Fi determined this was the right marketing and branding strategy
  • Returns derived from this sponsorship deal
11:40 Vodafone Esports Brand Sponsorship Case Study: How Vodafone Developed Powerful Branding and Marketing Strategy with Esports Intel Extreme Masters
  • The Vodafone experience so far in the esports scene – Why we have invested and what have been the returns since?
  • Developing powerful branding and marketing strategy – How to create genuine content that resonates with your audience?
  • Working with influencers to maximize your return on investment
 Natasa-Zunic-112x128 NATASA ZUNIC
General Manager, Brand & Marketing
Vodafone Australia
 Vodafone Logo
12:00 AirAsia Case Study: How AirAsia Successfully Implemented Internal Esports Branding Initatives Within 6 months
  • Non-endemic brands usually take a longer time to enter esports due to lack of understanding by senior management. Some take 2 years due to budget cycle (1yrs education + 1yrs budget approval)
  • AirAsia took only 6 months to set up esports initiatives. They have scaled up esports program for its employees, the AirAsia Allstars Esports Club, from 10 to 200 employees now
  • As for its interest towards an esports league, AirAsia could be looking at sponsoring an upcoming league for the first time or see the company becoming a tournament organizer itself, either for national-scale leagues or one for internal esports enthusiasts within the company
 allan-phang-112x128 ALLAN PHANG
Head of Engagement & Internal Branding
AirAsia
 AirAsia_New_Logo.svg
12:30 Lunch & Networking
13:30 Interactive Roundtable Discussion
  • How City of Melbourne is Accelerating the Growth of esports as an Emerging World Class Venue
Filip-Karinja-112x128 FILIP KARINJA
Managing Director
Small Caps
SmallCaps logo
  • How Sydney is Drawing Major Crowds with First Dedicated HIgh Performance esports Arena
  • Understanding Your esports Demographic and Audience- How To Position Your Brand Effectively
  • What is the Sustainable Business Model for Game Publishers in esports?
  • Governance Framework for esports in Australia
  • What Sponsors Are Looking For in Major e-Sports Events
Rising Opportunities for Esports Media Rights, Licensing & Broadcasting
14:30 Esports Business Model Evolution: Transitioning from Sponsorships to Media Rights
  • Media rights currently account for 14% of esports revenue, while sponsorships make up 38%
  • While Goldman Sachs expects sponsorship opportunities to continue to grow, it sees more growth potential in media rights, projecting the category to reach 40% of total revenue
  • This figure is comparable to the percent of total revenue generated by media rights deals in traditional sports leagues
 Dave-Harris-112x128 DAVE HARRIS
Managing Director
Guinevere Capital
 Guinevere Capital_final1-01
15:00 Afternoon Refreshment & Networking
15:30 Roundtable: Understanding Your Esports Demographic & Audience – How to Position Your Brand Effectively
 Chris-Derrick-112x128 CHRIS DERRICK
CEO
ORDER Esports
 Order Logo
16:00 Twitch Case Study: Strategy Behind Twitch’s Decision to Secure Exclusive Esports Online Tournaments with $90 million Overwatch League Exclusive Rights and Gfinity Elite Series Australia
  • Twitch’s $90M Overwatch League is biggest esports distribution deal ever
  • What Twitch is looking for when securing exclusive rights
 Scott-Wenkart-112x128 SCOTT WENKART
Managing Director
Showdown (Twitch)
 showdown_Twitch logo
16:30 Panel Discussion: How to Commercialize and Create a Successful Esports Partnership
  • Understanding the business case for getting involved with esports
  • Determine how to engage and create mutual benefit for you and your partner and discussing effective strategy for branding, marketing and advertising with sales and creative teams
  • Discussing the true opportunity of esports and how we can drive it into the mainstream
Tim-McGregor-112x128 TIM MCGREGOR
Managing Director
TEG Live
 TEG logo
 Chris-Derrick-112x128 CHRIS DERRICK
CEO
ORDER Esports
 Order Logo
Shane-Mattiske2-112x128_New SHANE MATTISKE
Founder
Medias Consultants
Medias brand
17:00 Partners Sourcing Event: Champagne Networking Session
  • Meet and Network with Game Publishers, Regulators, Venue Hosts, Team Owners, Broadcasting Producers, Sponsors and Advertisers
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8 March 2019, Friday

TIME AGENDA
Collaboration and Revenue Opportunities for Game Developers, Publishers and League Organizers
09:00 Welcoming Speech, Opening Remarks & Thank You Sponsor Speech by Summit Producer 
09:15 Melbourne Esports Open Case Study: Commercializing Experiences in Building Melbourne’s First Major Esports Event
  • Fans viewed content from the Melbourne Esports Open over 12 million times across Twitter, Facebook and Reddit
  • Learning lessons in commercializing this event
  • Strategies to drive visitors and challenges in acquiring major sponsors
 Jeremy-Kann-112x128 JEREMY KANN
Commercial Director
Fairfax Events & Entertainment
 Fairfax events logo
09:45 Case Study: How to Create and Execute World-Class Tournaments in Australia for Game Developers and Publishers
 Jeremy-Kann-112x128 JEREMY KANN
Commercial Director
Fairfax Events & Entertainment
Fairfax events logo
10:15 Morning Refreshments & Networking
10:30 How to Collaborate to Successfully Execute World-Class Esports Tournaments in Australia: AFL and Riot Games Partnership
  • Australian sporting body AFL and League of Legends developers Riot Games announce a new partnership to bring a premier stadium tournament to Melbourne, Australia in November this year
  • The AFL and Riot Games will work closely together to build out the resources required to operate together well – this includes building a ‘purpose-build esports studio’ in Melbourne.
  • The marketing, ticketing, event delivery, partnership aspects of creating a successful esports event
 Danielle-Bleazby-112x128 DANIELLE BLEAZBY
Head of Customer Experience
AFL
 AFL Logo RGB
11:00 Publishers Panel Discussion: Building and Developing Your Game Brand and Fans Through eSports
 
11:30 How Blizzard Games Creates Highly Engaging Live Events to Connect Strongly with esports Audience
  • Essential elements of producing highly engaging esports events: talents who can connect strongly with esports audience
  • Broadcast content that connects with esports fans to be present both on-site and online, timely and informed for greatest relevancy
  • Leveraging on partnership support to improve quality over a long term basis
Creating Enhanced Esports Experiences with Virtual Reality
12:00 Incorporating VR in Esports to Heighten Immersive Experience for Fans
  • Immersion, presence and new sensations of VR surely enhance gaming experiences
  • Many video game storylines have been transferred to large cinema screens (Tomb Raider, Mortal Kombat). Disney and Pixar show the possibility for reverse interaction by creating a simple VR game to promote the new cartoon, Coco
 David-Moore-112x128 DAVID MOORE
Director of Marketing (Founder)
Next Tier
 Next Tier
 Ryan-Wright-112x128 RYAN WRIGHT
Director of Operation (Co-Founder)
Next Tier
 Next Tier
12:30 Lunch & Networking
13:30 How is VR the Future of Esports?
Priscilla-Harris-112x128 PRISCILLA HARRIS
Head of VR, ANZ
HTC Vive
HTC Vive Logo
Transitioning from Traditional Sports Club to Esports
14:00 AFL Gameplan: Determining the Business Case for Esports and How to Engage New Audience, Sponsors and Fans
  • 21 per cent of AFL fans watch, play or follow esports. The total Australian market is about 1.5 million
  • AFL bought Etihad Stadium and this venue may eventually becoming a hub for esports
 Darren-Birch-112x128 DARREN BIRCH
General Manager of Growth, Audience & Digital
AFL
AFL Logo RGB
14:30 Case Study: How Essendon Football Club is Participating in the eSports Industry by Acquiring Esports Teams
  • Essendon Football Club has acquired a professional esports team and will compete in the League of Legends, Oceanic Pro League and Oceanic Challenger League in 2018
  • Essendon Football Club is looking at ways to diversify its business, invest in growth and create new opportunities to drive incremental consumer and commercial revenues
  • It will bring its expertise in elite and professional sport to strengthen the team across all areas, including a particular focus on player welfare and development
 Justin-Rodski-112x128 JUSTIN RODSKI
Chief Commercial Officer
Essendon Football Club
 Essendon Football Club
15:00 Afternoon Refreshment & Networking
15:30 Building a Robust Esports Ecosystem and Sustainable Business Model Through Collaborative Partnerships with Developers in Australia: Lessons Learnt and Future Opportunities
 Nathan-Reay-112x128 NATHAN REAY
Head of M&A, Strategy & Partnership
Nova Entertainment
NOVA-ENT-RED-STACKED-RGB
International Venues and Impact
16:00 Panel Debate: Melbourne vs Sydney on Suitability of Hosting International Esports events
 Jeremy-Kann-112x128 JEREMY KANN
Commercial Director
Fairfax Events & Entertainment
 Fairfax events logo
 Darren-Birch-112x128 DARREN BIRCH
General Manager of Growth, Audience & Digital
AFL
AFL Logo RGB
 Tim-McGregor-112x128 TIM MCGREGOR
Managing Director
TEG Live
 TEG logo
Dominic-Remond-112x128 DOMINIC REMOND
CEO
Gfinity Esports Australia
Gfinity Logo
16:30 Partners Sourcing Event: Champagne Networking Session
  • Meet and Network with Game Publishers, Regulators, Venue Hosts, Team Owners, Broadcasting Producers, Sponsors and Advertisers
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17:00 Closing Remarks by Summit Chairman