Suning Issues $15M in Coupons for Worlds Semi-Finals Win, TES-Fnatic Battle Breaks Worlds 2020 Viewership Record
The League of Legends World Championship (Worlds 2020) finished its brutal knockout stage last week. Four teams, Suning Esports (SN), G2 Esports, TOP Esports (TES), and Damwon Gaming, went into the semi-finals, while Fnatic, JingDong Video Gaming, Gen.G Esports, and DragonX were eliminated.
For League of Legends Pro League (LPL) audiences, competitions between SN and JDG and TES and Fnatic brought in the most attention. On the one hand, SN is considered an underdog, and both SN and JDG are owned by Chinese e-commerce giants. Before the competitors, both e-commerce giants began their marketing battle on the web.
TES is the leading seed of the LPL, while Fnatic has a massive fan base in China. Both groups’ star gamers Yu “Jackeylove” Wenbo and Martin “Rekkles” Larsson protested each other at the Worlds 2018 Last (Invictus Gaming vs. Fnatic).
Amongst the leading company stories in China’s esports industry: Suning Esports issued $15M USD e-commerce coupons to Suning users to commemorate its success over JingDong Gaming at the knockout stage of Worlds 2020; TOP Esports vs Fnatic broke the viewership record in the present Worlds 2020, and helped Xiao Yang go viral in the League of Legends community; Honor of Kings group Weibo TS signed a non-endemic partnership handle Zi Hai Guo; and Perfect World prepared to host a $200K Dota 2 competitors called Perfect World Dota 2 League (PWL).
Last week’s knockout stage was probably the cruelest and most exciting duration of Worlds 2020 so far. October is a significant month for Chinese e-commerce companies as they generally use the entire month of October to get ready for the “Double 11 shopping festival” (like Black Friday in the West). For individuals who work for Chinese e-commerce platforms Jing Dong and Suning, the competitors in between Suning Esports (SN) and JingDong Gaming (JDG) was not just for home entertainment since among the companies would be ending its Worlds marketing campaign after the best-of-five matches.
On Oct. 10, Jing Dong revealed its esports marketing intend on the JingDong hardware zone, targeting JDG and Worlds fans:
Italian soccer group F.C. Internazionale Milano (Inter Milan) is likewise owned by Suning. Prior to the competition, Inter Milan increased its social media interaction with SN. Kangyang Zhang, vice president of Suning and chairman of Inter Milan, also encouraged SN players on social networks Weibo.
After SN won, Zhang revealed his enjoyment with the result on Weibo and stated that the business would provide ￥ 100M ($15M USD) in e-commerce coupons, and 1K free-of-charge opportunities to Suning users, from Oct. 16-23.
Vouchers and totally free opportunities can be just used for purchasing PC, hardware, smartphone, and digital products on Suning.
The best-of-five matches in between LPL group TOP Esports (TES) and LEC team Fnatic produced a milestone in Worlds history – the very first comeback from a 2-2 deficit after a three-match win streak by TES.
After this win, TES revealed a sponsorship handle Apple-owned earphone brand name Beats By Dre. The brand was likewise included on the right shoulder of group jerseys.
In addition, TES vs Fnatic broke the viewership record of Worlds 2020 up until now with peak viewers of 2.42 M, throughout a number of significant live streaming platforms including Twitch and Youtube, according to Esports Charts.
China’s DouYu, Huya, and Bilibili viewership numbers were not taped.
The competitors likewise improved a Chinese food brand name that went viral on the internet. Throughout the competitors, starving Fnatic gamers ate Chinese fried pork buns made by Xiao Yang, and were mistakenly caught on the live stream. This capture went viral in the community after TES won. Xiao Yang has a 20-year history as a food brand in Shanghai. Some LPL fans made a joke that Xiao Yang conserved TES and LPL teams in Worlds. There was also a conversation about whether esports gamers ought to consume high-oil food throughout the competitors.
Xiao Yang also noted this scenario as a marketing chance, due to massive web traffic and voices from the League of Legends neighborhood. The business produced two “esports and League of Legends special meals” on its food delivery page the day after the competition. Xiao Yang is not the sponsor of either LPL and Worlds 2020.
On Oct. 19, the Chinese Honor of Kings team Weibo TS revealed that the team partnered with immediate food brand name Zi Hai Guo. The brand name will become Weibo TS’ worldwide partner, and the logo will be included on the left chest of group jerseys.