Incremental change is subtle, but powerful. This past weekend, the first event of Valve’s 2016-17 Defense of the Ancients (DoTA) Major Championships – the Boston Major – kicked off with a new group stage format. In it, sixteen teams from around the world will compete for a $3 Million prize pool.
DoTA 2 also made its debut in Facebook’s Sports Stadium (see image above). The social network giant has been active across esports in 2016: hiring a former pro gamer – Stephen “Snoopeh” Ellis – and teaming with Activision Blizzard to deliver live gameplay streaming. However, it is the DoTA 2 move that represents a shift in the esports fan experience.
Sharing is a major issue
Strong casual audiences – typical in traditional sports – are not native to competitive video games. And as research is illuminating, this is a feature – not a flaw.
“You are making a mistake if your idea for eSports it to create a shared audience for the content…You don’t get general fans or followers; they do not seem to be part of the mix at the moment”
Sean Dromgoole, Founder of GameVision, at the Media Playground conference
Esports content wins by narrowcasting, e.g. achieving massive popularity within hyper focused audiences. However, narrowly focused content – even the variety that attracts millions – hides in plain sight for those outside the focus group(s).
Inclusion of DoTA2 in the Facebook Sports Stadium can broaden awareness for events like the Boston Major. Additionally, the platform’s news feed algorithm will curate esports content and engagement in a coherent way. Believe it or not, user generated Reddit threads are often the best source of curation. The end result: a gateway for potentially large numbers of Facebook users to engage with esports.
It’s NOT ALL about streaming
After the collaboration with Activision Blizzard, most pegged Facebook as a direct competitor to Twitch. In reality, hosting live streams is only part of a bigger picture.
Specifically, Facebook can emerge as an esports fan destination by also:
- Using the entire ecosystem: The Facebook family includes popular apps like Instagram and MSQRD. Adding integrations – like team and event filters – are unique draws for esports fans.
- Putting messenger bots to work: Messenger bots are already being put to use by sports teams like the National Hockey League’s Washington Capitals. Bots that provide esports scores and game updates are worth exploring.
- Innovative original programming: mixing formats like VR content (Facebook owns Oculus VR), and social video from Facebook Live would offer a unique esports fan experience.
Outlook
- Facebook’s esports vision must extend beyond live streaming
- Rights holders – game publishers, tournament organizers, teams – will benefit from working closely with the largest social network on earth
- A well-executed esports strategy can capture engagement from esports-friendly platforms like Twitter and Discord