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281. Office Hours: Guild Of Guardians Lands Major Partnerships
Episode 28128th September 2022 • Business of Esports • Paul Dawalibi
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In this episode (281) of Office Hours, with our host William “The Professor” Collis, we discuss Guild of Guardians teaming up with eight of the world's most recognizable esports organizations!

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William Collis:

Hi, everyone. Welcome to another episode of

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office hours with the professor. As always, I'm your host,

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William de profesor Kahless. And let's get right into this week's

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news story. We're talking about eight top esports teams

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partnering with guild of Guardians. Now what is guild of

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Guardians you might ask? Well, it's an upcoming mobile based

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blockchain game. I believe it's alpha is launching later this

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year 2022. And what's happening is that these eight top teams

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will be integrated into the game as essentially playable

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characters that can be traded. And you might ask which teams

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are involved? Well, some pretty big names. You have Team Liquid,

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you have fanatic, you have cloud nine, there's actually seven

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teams joining NRG, who had previously done a deal with

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golden guardians last year, I've been told I should cover more

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stories that I give high grades to I guess you guys like grade

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inflation? I do too. So spoiler alert, I love the story. Why do

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I love this story? Because I think it highlights the power of

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scale activations with esports teams. And let's talk about why.

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First and foremost is just more is better. Right? The fact is,

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when guild of Guardians inactivation with NRG, you know,

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I didn't really want to cover it on office hours, or if obviously

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had been around the time probably wouldn't wanted to

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cover it, right? It's just more interesting. It shows a bigger

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commitment scale is its own disproportionate value here. So

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that's the first thing just more is better. But the second piece

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is more is better for a reason. There's real economies of scale

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here. Let me give you an example. When just NRG had done

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their deal with golden guardians, what could you really

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do with the NRG character in the game, you could be NRG. That was

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that. Now you can play NRG versus cloud nine, you can try

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to collect all the eight top team playable characters. And if

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you're someone who wants to represent your team in the game,

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you now have more pressure to do so because there's more

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allegiances to represent and so more people will also be self

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representing right, there's disproportionate scale

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advantages to multi team activations. But then the last

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piece of this and what I think is interesting is how this is

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being done as pre marketing, right. And I want to stress this

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because I think there was an old school approach to marketing and

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esports, which was, it's a competitive scene, we'll let see

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where the game goes and let the grassroots sort of figure it out

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and guide us. And that approach, I think, is really dead. The

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fact is, esports is a content channel nowadays, just like

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Twitch right is a channel that you have to have a marketing

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plan against. And I think we're gonna see more and more

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developers and publishers having really rich esports activation

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plans, regardless of how competitive they think their

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title is, because it is a customer channel that they need

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to be reaching. So overall, I give the story and a plus I love

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sort of the big risk here, that immutable game studio and Stepa

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ko games where the publisher and developer here sort of have

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taken you know, with this large partnership, I love that these

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eight teams are working together here. And I want to stress I

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think this really highlights the value of scale esports team

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partnerships and esports pre marketing. So in a plus, and I

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hope you join me on another episode of office hours with the

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