SK telecom T1

Professional game team case
- SK telecom T1 -
August 2007
SK SPORT GROUP
CONTENTS
T1 INTRODUCTION
PERFORMANCES
FAN SERVICES
NEXT STEP
1
T1 INTRODUCTION
2
WHY T1?
Among
Among 12
12 pro
pro game
game teams,
teams,
the
the Only
Only One
One team
team has
has Triple
Triple crown
crown record
record
- 2005. 8 SKY 2005 Pro League 1R championship
- 2006. 1 SKY 2005 Pro League 2R championship
- 2006. 2 SKY 2005 Pro League Grand Final championship
- 2006. 7 SKY 2006 Pro League 1R championship
The
The most
most popular
popular e-sports
e-sports team
team
- 1st place at ‘the best pro game team of the year’ poll (53%) by Ongamenet, Nov. 2004
- The number of Top five players’ online fan club members exceeds 720,000
(Major other teams – A:460,000, B:110,000, C:20,000)
Star
Star players
players
Choi Yeonseong (ILOVEOOV), Jeon Sangwook (MIDAS), Park Sungjun (July), Park Taemin
(Go Rush), Park Yongwook (Kingdom), Lim Yohwan (Slayers_BoxeR, military service)
3
ORGANIZATION
Head, front, coaching staff, Starcraft player, support staff, total 30 members
Head
Head (1)
(1)
Front
Front (3)
(3)
Coaching
Coaching staff
staff (3)
(3)
Starcraft
Starcraft Player(20)
Player(20)
Terran
Terran
Protoss
Protoss
Zerg
Zerg
4
LANUCHING BACKGROUND & OBJECTIVES
Persistent
Persistent interests
interests in
in pro
pro game
game increase
increase
•• The
The number
number of
of pro
pro game
game users
users increase
increase (Game
(Game league
league viewers
viewers 55 million,
million, internet
internet users
users for
for game
game 15
15 million)
million)
•• The
number
of
star
gamer
increase
&
Fan
Club
activation
(Positive
activities
increase
in
On/Off-Line)
The number of star gamer increase & Fan Club activation (Positive activities increase in On/Off-Line)
Related
Related media
media increase
increase
•• 22 CATV
CATV game
game channels
channels :: Ongamenet,
Ongamenet, MBC
MBC Game
Game
•• Public
Public broadcasting
broadcasting station
station draws
draws up
up of
of fixed
fixed game
game program:
program: MBC
MBC ‘Zoom
‘Zoom in
in Game
Game Heaven’,
Heaven’, SBS
SBS ‘Game
‘Game Show’
Show’
•• Game
newspaper
launched
:
Kyunghyang
Games,
The
Games
(The
Electronic
Times)
Game newspaper launched : Kyunghyang Games, The Games (The Electronic Times)
•• Sports
Sports newspapers
newspapers increase
increase printed
printed columns
columns of
of papers
papers for
for game
game
•• e-sports
dedicated
media
launching
:
ES-FORCE,
Fighter
Forum,
e-sports dedicated media launching : ES-FORCE, Fighter Forum, Fomos
Fomos etc
etc
•• e-sports
raised
by
Killer
content
in
New
Media
:
Satellite
DMB,
NAVER,
Hana
e-sports raised by Killer content in New Media : Satellite DMB, NAVER, Hana TV,
TV, GOM
GOM TV
TV etc
etc
Company
Company which
which utilizes
utilizes game
game team
team as
as Marketing
Marketing Comm.
Comm. Tool
Tool increases
increases
•• Samsung
Samsung Electronics/KTF
Electronics/KTF :: Manage
Manage pro
pro game
game teams,
teams, league
league
•• From
SK
Telecom
pro
game
team
launching,
big
companies
From SK Telecom pro game team launching, big companies such
such as
as CJ,
CJ, Pantech,
Pantech, STX
STX launching
launching rush
rush started
started
Corporate image improvement and secure potential clients
through establishing communication channel for Young Target
5
NAMING
• Considering brand extension with Corporate Brand & Marketing Brand
• Young & Trendy BI adoption
• Cutting-edge image
SK Telecom
T1
Brand extension synergy
(TTL, Ting, TU media, T)
The 1
The only one team, the best closer
Aim at the only one game team in the world
Team 1st
The team considers teamwork first,
the best team
Extension of ‘T’
Telecommunication, Technology,Tomorrow,
Trendy…
6
Marketing Activities Status of Pro game teams
Utilizing pro game teams for diverse corporate activities including e-Sports Star Marketing at On/Off-Line
Promotion, related contents development
On-Line
On-Line Event
Event
Event
Event at
at Team
Team and
and fan
fan club
club website
website
Off-Line
Off-Line Event
Event
Regular
Regular game
game camp
camp and
and fan
fan autograph
autograph events
events
Segment
Segment Brand
Brand Marketing
Marketing
Building
Building Social
Social Contribution
Contribution Image
Image
Game
Game related
related Contents
Contents Development
Development
e-Sports
e-Sports Marketing
Marketing
Increase
Increase employee
employee satisfaction
satisfaction
Utilizing
Utilizing at
at SKT’s
SKT’s segment
segment Brand
Brand advertising
advertising &
& event
event such
such as
as Ting,
Ting, TTL
TTL
The
The Disabled
Disabled Teenager
Teenager IT
IT Challenge,
Challenge,
The
Child
Patriarch
Love
Sharing
The Child Patriarch Love Sharing Camp
Camp
Wireless
Wireless internet
internet contents
contents Advertising
Advertising /promotion
/promotion models
models
Character
Character business
business utilizing
utilizing player
player
Co-promotion
with
existent
pro
Co-promotion with existent pro teams
teams
Exchange
Exchange with
with internal
internal Starcraft
Starcraft club
club and
and employee
employee interested
interested in
in the
the game
game
7
PERFORMANCES
8
TRIPLE CROWN record
SK
SK Telecom
Telecom T1
T1 Is
Is The
The Champion
Champion
- 1R/2R/Grand Final etc ’05 Pro League totally swept
- Won 9 awards among total 14 awards at e-Sports Award 2005
Star
Star League
League Performance
Performance Improvement
Improvement
- Star League performances rank top group including SO1 Star League 2nd prize,
Shinhan Bank Star League championship etc
- Choi Yeonseong awarded the best player of the year 2005 owing to front support
& close teamwork
- Various motivation such as steady strategy training & personal performance calculation system
makes some old players advance into Major league
9
BIZ SUPPORTING & EARNING MODEL DEVELOPMENT
ADIDAS
ADIDAS Sponsor
Sponsor Inducement
Inducement
- Present Biz Model through sponsorship contract with
major sports brand ‘ADIDAS’ for the first time in e-sports
/ equipment sponsorship (KRW 400 mil) for 2 years
Mobile
Mobile contents
contents development
development service
service
- Earning contents development such as Lim Yohwan Star Phone-page
(Co-work with IHQ), Rooters’ song coloring & phone bell, Mobile game,
Cyworld BGM
10
Improve Positive Image as Leading Company of e-SPORTS
Differentiated
Differentiated Culture
Culture Supply
Supply
- Supply game culture which haven’t shown up before such as Rooters’ song in which whole
players participate, All-member’s bow before game start, Cheer-up through high-five
during the game, Introduction of specialized game cheerleader
- Social contribution activities by T1 players (visit rehabilitation school, prize money donation)
Feature
Feature story
story &
& broadcasting
broadcasting as
as representative
representative game
game team
team T1
T1
- Newspaper/e-sports magazine etc reported feature story about T1’s e-sports leading culture
- mbn CATV broadcasted “New growth momentum – Sports marketing SK telecom” (2006. 3.9)
- Major foreign media such as Germany SPIEGEL, Japan Yomiuri, TIME magazine (2007)
- KBS Documentary program about T1 broadcasted
Recruiting
Recruiting Chinese
Chinese players
players
- Improve awareness of SK Telecom T1 to Chinese gamers by recruiting Chinese players
- The number of click of internet article related with T1 Chinese players exceeds 100,000
(Sina.com)
11
Settled as Benchmarking Model of pro game team
Dissemination
Dissemination of
of team
team management
management method
method based
based on
on agreement
agreement &
& respect
respect
- Democratic management method which decides matters like strategy establishment &
selecting players upon agreement of front/coaching staff/racial leaders was recognized
as a desirable example by existent & newly launched game teams
Other
Other game
game teams’
teams’ Benchmarking
Benchmarking of
of T1
T1 team
team management
management increase
increase
- Disseminate Know-how for team management such as supporting method among
front / coaching staff / players and R & R establishment
(When Lecaf launched a new game team, agreement & dissemination were carried out)
12
MARKETING CASE
13
Corporate Marketing Activities Support
TTL
TTL T1
T1 Players
Players Autograph
Autograph Event
Event
- TTL Zone Event : SKT Segment brand promotion
Mobile
Mobile Game
Game Promotion
Promotion Event
Event
-3D Mobile game advertising character
-Multi-play Mobile game competition event special guest
-Synergy with Mobile Game User group
14
WONDER GIRLS CO-MARKETING
About
About Wonder
Wonder girls
girls
- Newly launched teenage female group in Feb. 2007
by JYP Entertainment which managed singer <Rain>
- Fan group is similar with T1 Fan as mostly 10-20s
- Co-marketing request from JYP Entertainment
Activities
Activities
- Attention increase by co-participation at fan events
- T1 Theme Digital Single Album Co-production (plan)
15
GAMING ARENA FAN SERVICE
Fan
Fan gift
gift dissemination
dissemination
- When players enter the gaming arena, offer diverse Fan
Gifts such as T1 original T-shirt, cap, (folding) fan etc
After
After Game
Game Fan
Fan meeting
meeting
- Right after game, regular fan meeting
- Meet fan’s needs of direct contact
16
ONLINE FAN SERVICE
UCC
UCC Production
Production Service
Service
- Personal interview by players & movie of private life
show touches of humanity to fan
- The number of average daily click is more than 2,000
Fan
Fan Participational
Participational Event
Event (all
(all time)
time)
- Excellent supporters selection and gift offering
- Offering gift to fan who figured out Quiz related with T1 / Excellent cheerful winner
17
EXPECTED BENEFITS
18
EXPECTED BENEFITS
T1 contributes to SK Telecom corporate activities with company PR effects through media
coverage, contents sales and marketing activities support, secure potential clients
Creates
Creates Media
Media PR
PR Effects
Effects
SKT
SKT Business
Business Support
Support
Increase
Increase YT
YT Potential
Potential
Clients
Clients Loyalty
Loyalty
■ ROI is more than 500%
- Annually 15 billion PR effects through
media coverage (based on ‘05,
■ Marketing activities using Star
- Promotion Event Invitation
- T1 Fan is around 700,000
excluding internet media)
- PR effects will be hiked in case
including internet media coverage
■ T1 Fan is potential client of SKT
- Main Fan group is 10-20s
■ Mobile products launching
- Sales of phone bell, BGM, game etc
■ Annually 10% increase
T1
T1 contributes
contributes to
to SKT
SKT Business
Business through
through popularity
popularity and
and awareness
awareness
19
NEXT STEP
20
FUTURE PLAN
SK Telecom T1 plans to be Professional sport team having superior fighting strength,
to supply new and exciting culture, to increase Brand awareness to potential clients of SKT
Superior
Superior Performances
Performances through
through
Fighting
Fighting Strength
Strength System
System Upgrade
Upgrade
SK
SK Telecom
Telecom T1
T1
Fan
Fan Increase
Increase
Exciting
Exciting Event
Event Digging
Digging
Synergy
Synergy with
with SK
SK Telecom
Telecom Brand
Brand Marketing
Marketing
21