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For Marketers, e-Sports Enticing to Reach Millennials

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In this Oct. 4, 2013 file photo, fans watch the opening ceremony at the League of Legends Season 3 World Championship Final between South Korea's SK Telecom T1 and China's Royal Club, in Los Angeles. The next ally in competitive gaming’s fight for mainstream awareness might be marketers. At an invite-only gathering of marketing executives Wednesday, May 6, 2015, representatives from companies like State Farm and McDonald’s were looking to esports to potentially capture new consumers. (AP Photo/Mark J. Terrill, File)

In this Oct. 4, 2013 file photo, fans watch the opening ceremony at the League of Legends Season 3 World Championship Final between South Korea’s SK Telecom T1 and China’s Royal Club, in Los Angeles. The next ally in competitive gaming’s fight for mainstream awareness might be marketers. At an invite-only gathering of marketing executives Wednesday, May 6, 2015, representatives from companies like State Farm and McDonald’s were looking to e-sports to potentially capture new consumers. (AP Photo/Mark J. Terrill, File)

DERRIK J. LANG, AP Entertainment Writer

RANCHO PALOS VERDES, Calif. (AP) — The latest ally in competitive gaming’s fight for mainstream awareness just might be marketers.

At an intimate, invite-only gathering this week at a seaside resort, executives from corporations such as AT&T, State Farm and McDonald’s were looking to electronic sports to potentially capture new consumers. While e-sports now regularly draws tens of millions of spectators both online and in person, the genre continues to battle for broader recognition in North America.

“There is definitely an awareness issue across mainstream elements,” said Dustin Beck, vice president of e-sports and merchandising at “League of Legends” publisher Riot Games. “We want this to be a successful ecosystem for decades to come, and that will be buoyed by having larger brands, like those here, who become aware of e-sports and get involved in e-sports.”

Beck was among the attendees Wednesday at the sixth annual PTTOW summit, an exclusive get-together of execs interested in reaching young consumers. Other subjects discussed at PTTOW — which stands for “Plan To Take On the World” — included virtual reality, globalization and predictive marketing, with e-sports among the summit’s most popular topics.

“Our job is to tell people what they don’t know,” said Roman Tsunder, co-founder and CEO of PTTOW. “Who wants to talk about something everyone knows about? Everyone here is the best in the world at what they do, and e-sports was important to include because enough people mentioned it. That’s notable because there’s $68 million of media investment in this room.”

Over the past 10 years, the popularity of e-sports has amplified as technology has evolved, Internet speeds have become more reliable and a generation of gamers has grown up watching competitive bouts on streaming video sites like Twitch and YouTube. Earlier this year, a report released by research firm Newzoo said 205 million people watched e-sports in 2014.

However, a divide continues to loom over the medium. The broadcast of a collegiate tournament for Blizzard’s upcoming game “Heroes of the Storm” drew only about 100,000 viewers when it aired last month on ESPN2. It also inspired ire. ESPN Radio host Colin Cowherd later remarked that he would retire if he was “ever forced to cover guys playing video games.”

Several major companies don’t share that sentiment.

Intel, Red Bull, Nissan, Coca-Cola and others have been regularly sponsoring e-sports athletes and organizations in an attempt to reach those elusive millennials who have cut the cord, streaming “Dota 2” matchups on smartphones instead of watching Major League Baseball games on televisions. For many marketers, it’s about more than simply advertising products.

“I have a very clear job,” said Matt Wolf, global head of gaming for Coca-Cola. “My job is to sell more Coca-Cola. But I also love the gaming industry. I grew up in the gaming industry, so why can’t I grow our brands with the power of games and, at the same time, shine a positive light on the gaming community and remove stereotypes? It’s an incredibly powerful medium.”

Coca-Cola kicked off a partnership with Riot Games last year by sponsoring a “League of Legends” amateur league for players to compete for a spot in the professional one. The beverage company expanded its relationship with the game publisher this year with plans to broadcast the May 10 midseason invitational in 15 movie theaters across the United States.

Despite the popularity and Coke partnership, competition alone has yet to prove profitable for Riot Games.

“It’s something our fans love, so we’re going to continue to do it,” said Beck. “We’re in it for the long haul. Is it profitable now? No, but we have the luxury of not rushing to monetize it, so we can keep it a genuine and authentic experience. It’d be great if we could have more partners come on board to add value, not just monetarily, but also for the fan experience.”

___

Online:

http://www.riotgames.com

___

Follow AP Entertainment Writer Derrik J. Lang on Twitter at http://www.twitter.com/derrikjlang.

Copyright 2015 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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Activism

Self-eSTEM Empowers BIPOC Women, Girls in Science, Math

In January 2025, Self-eSTEM will launch digital and generative AI programming, which provides digital literacy and AI literacy training through an entrepreneurial project-based activity. This programming will be a hybrid (i.e. in-person and online).  Additionally, thanks to a grant from Comcast, in spring 2025, the organization will have a co-ed series for middle and high school students.

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Adamaka Ajaelo. Courtesy photo.
Adamaka Ajaelo. Courtesy photo.

By Y’Anad Burrell
Special to The Post

In a world where technology plays an increasingly central role in all aspects of life, the importance of Science, Technology, Engineering, and Math (STEM) education cannot be overstated. Recognizing the significance of STEM for the future, focusing on young women and girls is a critical step in achieving gender equality and empowering the next generation.

Self-eSTEM, an Oakland-based non-profit organization, was founded by Adamaka Ajaelo, an Oakland native who had a successful corporate career with several Bay Area technology and non-tech companies. Ajaelo boldly decided to step away from these companies to give 100% of her time and talent to the non-profit organization she started in 2014 in the belief that she can change the game in innovation and future STEM leaders.

Over the course of a decade, Ajaelo has provided futurist tech programming to more than 2,000 BIPOC women and girls. The organization has an Early STEM Immersion Program for ages 7-17, Emerging Leaders Workshops for ages 18-25 and volunteer network opportunities for ages 25 and up.

In January 2025, Self-eSTEM will launch digital and generative AI programming, which provides digital literacy and AI literacy training through an entrepreneurial project-based activity. This programming will be a hybrid (i.e. in-person and online).  Additionally, thanks to a grant from Comcast, in spring 2025, the organization will have a co-ed series for middle and high school students.

While the organization’s programs center on innovation and technology, participants also gain other valuable skills critical for self-development as they prepare for a workforce future. “Self-eSTEM encourages young women to expand on teamwork, communication, creativity, and problem-solving skills. The organization allows young women to enter STEM careers and pathways,” said Trinity Taylor, a seventh-year innovator.

“Our journey over the last decade is a testament to the power of community and opportunity, and I couldn’t be more excited for what the future holds as we continue to break barriers and spark dreams,” said Ajaelo.

“By encouraging girls to explore STEM fields from a young age, we foster their intellectual growth and equip them with the tools needed to thrive in a competitive global economy,” Ajaelo says.

Empowering young girls through STEM education is also a key driver of innovation and progress. When young women and girls are encouraged to pursue careers in STEM, they bring unique perspectives and problem-solving approaches to the table, leading to more diverse and inclusive solutions. This diversity is crucial for driving creativity and pushing boundaries in scientific and technological advancements.

Self-eSTEM has fundraising opportunities year-round, but year-end giving is one of the most critical times to support the program. Visit www.selfestem.org to donate to the organization, as your generosity and support will propel programming support for today’s innovators.

You will also find more details about Self-eSTEM’s programs on their website and social channels @selfestemorg

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Antonio‌ ‌Ray‌ ‌Harvey‌

Feds: California Will Be Home to New National Semiconductor Technology Center

California was chosen by the U.S. Department of Commerce (Commerce) and Natcast, the operator of the National Semiconductor Technology Center (NSTC) to be home to the headquarters for the National Semiconductor Technology Center – as part of the Biden-Harris Admin’s CHIPS and Science Act. The CHIPS for America Design and Collaboration Facility (DCF) will be one of three CHIPS for America research and design (R&D) facilities and will also operate as the headquarters for the NTSC and Natcast.

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iStock
iStock

By Antonio Ray Harvey

California was chosen by the U.S. Department of Commerce (Commerce) and Natcast, the operator of the National Semiconductor Technology Center (NSTC) to be home to the headquarters for the National Semiconductor Technology Center – as part of the Biden-Harris Admin’s CHIPS and Science Act.

The CHIPS for America Design and Collaboration Facility (DCF) will be one of three CHIPS for America research and design (R&D) facilities and will also operate as the headquarters for the NTSC and Natcast.

“We are thrilled that the Department of Commerce and Natcast chose to locate this critically important facility in Sunnyvale, the heart of the Silicon Valley, alongside the world’s largest concentration of semiconductor businesses, talent, intellectual property, and investment activity,” said Dee Dee Myers, Senior Economic Advisor to Gov. Gavin Newsom and Director of the Governor’s Office of Business and Economic Development (GO-Biz). “The Newsom Administration and our partners across the industry know how important it is to shorten the timeframe from R&D to commercialization.”

According to GO-Biz, the DCF is expected to direct over $1 billion in research funding and create more than 200 employees in the next decade. The facility will serve as the center for advanced semiconductor research in chip design, electronic design automation, chip and system architecture, and hardware security. The CHF will be essential to the country’s semiconductor workforce development efforts.

As detailed in the released NSTC Strategic Plan, the DCF will suppress the obstacles to “semiconductor prototyping, experimentation,” and other R&D activities that will enhance the country’s global power and leadership in design, materials, and process innovation while enabling a vigorous domestic industr“Establishing the NSTC headquarters and design hub in California will capitalize on our state’s unparalleled assets to grow a highly skilled workforce and develop next-generation advancements,” stated U.S. Sen. Alex Padilla (D-Calif.). “This CHIPS Act funding will propel emerging technologies and protect America’s global semiconductor leadership, all while bringing good-paying jobs to our state.”

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Advanced Conductors Provide Path for Grid Expansion

Utility companies in the United States could double electric transmission capacity by 2035 by replacing existing transmission lines with those made from advanced materials, according to a new study published Monday in the Proceedings of the National Academy of Sciences.

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Photo courtesy UC Berkeley News.
Photo courtesy UC Berkeley News.

By Matthew Burciaga

UC Berkeley News

Utility companies in the United States could double electric transmission capacity by 2035 by replacing existing transmission lines with those made from advanced materials, according to a new study published Monday in the Proceedings of the National Academy of Sciences.

Led by Duncan Callaway, professor and chair of the Energy and Resources Group (ERG), and Amol Phadke, an affiliate and senior scientist at the Goldman School of Public Policy, the first-of-its-kind study details a faster and more cost-effective way to expand the grid and connect the more than 1,200 gigawatts of renewable energy projects awaiting approval. The analysis was first published last December as a working paper by the Energy Institute at Haas and has been covered by the New York Times, the Washington PostHeatmap News, and other news outlets.

“Expanding transmission capacity is critical to decarbonization, and we sought to study ways to build it faster and cheaper,” said Callaway.

It currently takes 10 to 15 years to build a new power line and the U.S. is building transmission lines at a lower rate than it was in the past decade. Without sufficient capacity, renewable energy projects often sit in limbo for years as transmission operators study what upgrades—if any—are needed to accommodate the increased loads.

The authors modeled various scenarios to determine if replacing existing transmission conductors with those made with advanced composite-core materials—a process known as reconductoring—could provide a pathway to faster grid expansion. 

Several reconductoring projects have been initiated in Belgium and the Netherlands, and utility companies in the U.S. have used the material to string transmission lines across wide spans like river crossings. That technology, however, has not made its way to the majority of overhead power lines that feed residential and commercial customers.

“As we learned more about the technology, we realized that no one had done the detailed modeling needed to understand the technology’s potential for large-scale transmission capacity increases,” said Phadke.

Based on the authors’ projections, it is cheaper—and quicker—for utility companies to replace the 53,000 existing transmission lines with advanced composite-core materials than it is to build entirely new transmission lines.

They assert that doing so would reduce wholesale electricity costs by 3% to 4% on average—translating to $85 billion in system cost savings by 2035 and $180 billion by 2050.

“The level of interest we’ve received from federal and state agencies, transmission companies and utilities is extremely encouraging, and since our initial report, the Department of Energy has committed hundreds of millions of dollars to reconductoring projects,” said co-author Emilia Chojkiewicz, a PhD student in ERG and an affiliate of the Goldman School of Public Policy. “We are looking forward to learning about these projects as they unfold.”

Additional co-authors include Nikit Abhyankar and Umed Paliwal, affiliates at the Goldman School of Public Policy; and Casey Baker and Ric O’Connell of GridLab, a nonprofit that provides comprehensive technical grid expertise to policy makers and advocates.

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