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206. Office Hours: Grading ALDI France
Episode 20624th March 2022 • Business of Esports • Paul Dawalibi
00:00:00 00:03:36

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In this episode of Office Hours, with our host William “The Professor” Collis, The Professor gives ALDI France a D+ grade after the supermarket chain announced the launch of the amateur esports team, Continuity.

Transcripts

William Collis:

Hello, everyone. Welcome to another episode of office hours with the

William Collis:

professor. I'm your host, William, the professor, call us. And today on Office Hours, we're gonna do

William Collis:

something a little bit different. What is that different thing you might ask? Well, we're going

William Collis:

to give a low grade to a new story. Yes, that's right. I've heard quite a lot of feedback that the

William Collis:

professor is apparently a very lenient grader, you have given out A's, A pluses and a plus, I think

William Collis:

with extra credit that ends today. Today, we are curbing the grade inflation because we have a D

William Collis:

plus news story. And what is that news story you might ask? It's all D Francis decision to launch

William Collis:

an amateur esports team called continuity. Now, before I go into why this is a D plus new store, I

William Collis:

want to have a major caveat. This d plus is not at all a referendum on amateur esports. I am hugely

William Collis:

supportive of that scene. I think it has massive potential, I think amateur esports needs more

William Collis:

investment and more support. So this has nothing to do with how I feel about amateur esports. This

William Collis:

has everything to do, however, with how I feel about such a weak sauce commitment from all day

William Collis:

into the esports space. So let's be very clear about what they are doing in this announcement.

William Collis:

Aldi is committing to host a series of Rocket League tournament, I think it's about four

William Collis:

tournaments and then a finals, they're going to use those to pick a couple winners to form an

William Collis:

amateur Rocket League team called continuity. And they're going to support them to the end of the

William Collis:

calendar year or 2022. So basically, all the is hiring or giving support to for amateur esports

William Collis:

athletes to the end of the year. That's it. Wow, this story really frustrates me, we are past this

William Collis:

as an industry in esports. To think that, for example, look at this in the context of

William Collis:

traditional sports. Would it be news, if Whole Foods sponsored for amateur baseball players for

William Collis:

six months, oh, it wouldn't even rate it wouldn't even be a corporate initiative. So the fact that

William Collis:

all the is positioning this for PR and, you know, sort of views this as a step forward in the space

William Collis:

for them, particularly when they've worked with large and established brands, like Team vitality

William Collis:

in the past, it just, it feels like a big step backwards. These initiatives supporting amateur

William Collis:

esports, I could see something like this working, if it were at a larger scale. And with a more

William Collis:

sustained commitment, say, you know, multiple games, commitment to really fun for several years,

William Collis:

real tangible examples of support, right. But this really feels like at best dipping a toe in the

William Collis:

water for all day. And we are past that, in esports. A, there's too much going on in the

William Collis:

space. And too many brands are engaged in such active and multi channel ways for an amateur

William Collis:

esports team with about six months of support to move the needle. And that's what I'd like viewers

William Collis:

of this episode to take away is, it's time to stop it's time for brands to stop doing limited small

William Collis:

scale test activations in esports. Those really won't do anything anymore. And I guarantee you all

William Collis:

they will be disappointed by the results of this partnership. Through no fault of the amateur

William Collis:

esports athletes alone. They're just asking to get something that the space likely has moved beyond I

William Collis:

Give this story a D plus, I think amateur esports is amazing. But I would like to see much more

William Collis:

robust support from it not something limited in scale like this. I would certainly like to see

William Collis:

more from all the France when there really are lots of incredible potentials and activations for

William Collis:

esports growth, a supermarket chain could be promoting. And instead they're leading with

William Collis:

something like this. So the professor is not happy this week. But thank you for joining me in office

William Collis:

hours anyway, and I look forward to seeing you in our next video. Thanks again.

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