Bài chia sẻ của ông Taewon Yun đến từ Super Evil Megacorp về chủ đề "Xây dựng hệ sinh thái thể thao điện tử trên các thiết bị cảm ứng" tại hội thảo Mobile Game Asia 2015 diễn ra tại TP.Hồ Chí Minh, Việt Nam.

2. BUILDING A SUSTAINABLE ESPORTS ECOSYSTEM
ON TOUCH DEVICES :
VAINGLORY CASE STUDY

3. Taewon Yun
General Manager, Asia Pacific
MrBurnz

4. BACKGROUND
DEPUTY GM, EA.COM ASIA
ULTIMA ONLINE
MANAGING DIRECTOR,
APAC
WORLD OF TANKS
WOT BLITZ
ONLINE DIRECTOR/
REGIONAL TECH DIRECTOR
WORLD OF WARCRAFT
STARCRAFT 1, 2
1999-2002 1997-2012 2012-2015
GENERAL MANAGER, APAC
VAINGLORY
2015 -

5. E.V.I.L GAME ENGINE
GLOBAL TALENT
NEXT GEN GAME
DEVELOPER
SUPER EVIL MEGA CORP

6. Next Gen Mobile Game
HIGH SKILL AND
TACTICS
PLAY WITH FRIENDS
DEEP GAMEPLAY

7. CORE AND MOBILE
37 FULL TIME
EMPLOYEES
GLOBAL TALENT
Stephan / CCO
Riot Games
Q / CPO
Playfish
Kristian / COO & ED
Playfish / EA
Supercell, Glu
Jason/ Tech Art
Lucasarts
Dreamworks
Carlo/ Art dir
Blizzard
Insomniac
Bo / CEO
Rockstar Games
Gazillion
Tommy / CTO
Riot Games
Guerilla Games
+++
Taewon / GM APAC
Blizzard/Wargaming
EA US, EU and ASIA

8. MOBA PERFECTED FOR TOUCH

10. VAINGLORY LAUNCHED JULY 2
Jan 2005 E.V.I.L. console grade game engine dev starts
Jun 2012 Vainglory Development starts
Jan 2014 South East Asia Beta starts
Nov 9 2014 NA / EU / South America iOS Release
Mar 2015 Korea iOS release
Apr 2015 Japan iOS release
May 2015 Taiwan iOS release, EU E-sports with ESL
Jul 2 2015 Global Marketing Launch – Regional Events
Jul 2015 First Global eSports Event in Seoul (VWI)
Sep 2015 EU and North American E-Sports leagues start
TODAY

11. OUR DREAM IS A FRANCHISE FOR DECADES

12. THE FIRST MASS MARKET E-SPORT

13. FOR EVERYONE, EVERYWHERE TO WATCH AND PLAY

14. ESPORTS ECOSYSTEM IS BROKEN
WHAT WILL HAPPEN IF GAME PUBLISHERS
STOP SPONSORING GAME LEAGUES?

15. FOOTBALL AS AN EXAMPLE
PLAY WITH FRIENDS AT
BACKYARD
SCHOOL/COMMUNITY
TEAMS
PRO/NATIONAL TEAMS
FIFA WORLDCUP

16. CURRENT ESPORTS
STARTS WITH WORLDCUP………

17. SUSTAINABLE ESPORTS NEED TO
MIMIC TRADITIONAL SPORTS
GUILD
TOURNAMENTS/STREAMING
REGIONAL PRO LEAGUES
GLOBAL
CHANMPIONSHIP
PLAY WITH FRIENDS, CASUAL
STREAMING

18. BEFORE YOU START BUILDING
FUN TO WATCH?
NO PAY TO WIN?
FUN TO PLAY?
BROADCAST-READY?
DEEP GAMEPLAY?

19. START AS BACKYARD ESPORTS
COMMUNITY
COMMUNITY!
COMMUNITY

22. COMMUNITY BEFORE MARKETING
• No UA
• From 1:1 relationships to scale
• Key channels: YouTube, Twitch,
Forums & more
• Dedicated talent vs variety talent
• All Devs are Community
Managers

26. DESIGN FOR GAMERS – NOT MOBILE
• No gimmicks in controls
– Gestures and accelerometer?
• Long sessions
– 20min sessions vs 3 minute sessions
• Unapologetically core experience
– D1 retention tough for any core game
– Day 30+ is what matters

27. SOCIAL MARKETING PLAN
OBJECTIVE : Activate Existing Community to drive awareness of Vainglory
• Reward players for tweeting “This is How I #Vainglory”
• At 10k tweets community gets a double glory weekend
• At 30k tweets community gets 2 double glory weekends
• At 100k tweets community gets 2 double glory weekends
and a TRIPLE glory weekend
RUN LOCALLY IN 10 COUNTRIES BY LOCAL
COMMUNITY MANAGERS (EFIGSP, RJKC)

28. ENGINE MATTERS
• Proprietary console grade E.V.I.L Engine
• Performance and precision
– 60 fps, <30ms controls, 1.3M polygons
• Speed of new hardware adaptation
– Fastest time to new API:s and chipsets
• Magnet for talent
– Artistic freedom, technology culture

30. BROADCASTING MODE
• CO-DEVELOP WITH ONGAMENET
• MAC BASED CLIENT
• SCALABLE TO 4K UHD RESOLUTION
• 8 SPECTATORS UP TO 8 CAMERAS
• FREE CAMERA
• PRE-DEFINED FLY-THROUGH
• UNLIMITED FUTURE POSSIBILITY!

32. BACKYARD ESPORTS GROWTH

33. LEAD INTO CLUB ESPORTS
First European
Vainglory league started
13 May
First Vainglory e-sports
Talent being signed up
Deal with OGN guaranteeing
prime time TV broadcast + $14M
in mkting

35. VAINGLORY WORLD INVITATIONAL
• FIRST GLOBAL PRO ESPORTS TOURNAMENT
• HOSTED BY ONGAMENET IN SEOUL
• 8 INTERNATIONAL TEAMS
• USD 30K PRIZE POOL
• DEBUT OF SPECTATOR MODE

37. JOURNEY JUST STARTED.
• SUSTAINABLE ESPORTS TAKES TIME TO BUILD

38. POTENTIAL OF ESPORTS ON TOUCH?
Source: Ben Evans – A16Z
• Mobile devices are portable and
personal, facilitating play together
anywhere driving stickiness
• Mobile devices are inherently
social and always connected to
data, driving distribution
• Discoverability and installation
easier through app stores
• Touch is more intuitive to learn
than mouse + keys
• Opportunity to learn from all
previous mistakes in monetization,
community and distribution
Touch screen core addressable
PC core addressable

39. THANK YOU
@MrBurnz_SEMC