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239. Office Hours: Dolce & Gabbana’s Esports Project
Episode 2398th June 2022 • Business of Esports • Paul Dawalibi
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In this episode of Office Hours, with our host William “The Professor” Collis, The Professor discusses Dolce & Gabbana partnering with the Italian esports org Mkers and why he DOESN’T like the project they’re working on!

Transcripts

William Collis:

Hi, everyone. Welcome to another episode of

William Collis:

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

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I'm the professor Kahless. And I'm excited because this week, I

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have an esports news story I don't like. So what is that news

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story? You don't have to wait to find out we're going to dive

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right into it. This week's topic is Dolce and Gabbana partnering

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with the esports team makers for their good game promotional

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video program. So let's start with what is Dolce and Gabbana

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is good game promotional video program. Well, essentially,

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beyond the D and the G in the middle of good game, forming the

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initials for Dolce and Gabbana. It's a content initiative for

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esports, where there'll be about eight videos, I believe,

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following four players from four different regions like North

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America, Europe, the basic on an exchange program, they basically

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swap makers is presumably one of these teams and these pros are

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going to have different experiences, I guess, around the

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world with different organizations. And it's going to

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follow sort of not just the traditional competitive side of

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things, but what it's like for players on this, for lack of a

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better term study abroad program. There'll be Dolce and

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Gabbana branding present throughout the video series and

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a capsule clothing collection launching to be paired with it

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on the surface. I absolutely love this idea. I absolutely

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love this idea. It's so cool, right? Like it's just, you know,

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studying abroad or exchange programs are inherently

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interesting. It has, I think there's a lot of potential in

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seeing pro players sort of, you know, move organizations or go a

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little bit outside of their comfort zone. And I guess

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there's an international element here that may be you know, plays

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into the heritage of the Dolce and Gabbana brand. So, on the

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surface, I think this sounds pretty interesting for content

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play. And I should say, I think it's great for makers. I believe

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that's how you pronounce the team's name. It's n k e. R. S, I

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believe you say it makers. I think it's great for makers to

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get involved with this. This is, you know, high flight fashion

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brand makers is an Italian esports team, that there's a lot

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of compatibility there. So I do like this from the makers front.

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And I like this from the type of content front, I think this

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feels like fun content. Why don't I like this new story? And

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the answer is, I'm really struggling to understand how

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this video series actually really ties Dolce and Gabbana

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into esports. Sure, they're paying to do a promotional video

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series. Sure, they're launching some esports clothing around it.

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What actually in this makes, Dolce and Gabbana feel integral

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or the brand feel really present within esports. It feels to me

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like what this is, is Dolce and Gabbana wants to advertise to

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esports consumers, and they found sort of a fun way of doing

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it. And that's good first level marketing, but I expect an

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esports today, promotions to go deeper and to show more

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commitment to the space and candidly and I don't love this

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word, I'm gonna use it here to be more authentic, right? Like

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actually put Dolce and Gabbana in esports don't just do some

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videos even if they have a fun concept where there's Dolce and

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Gabbana branding present, I'd also point out there's little

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bit of a functional problem with this video till on the surface,

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the content sounds cool. But in reality, teams aren't going to

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want to swap their star players, right. So you're necessarily

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limiting the appeal factor and the interest level of the

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players themselves to less important pros, which further I

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think is sort of an executional issue gates the appeal of this

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content. So overall, I give this initiative a c minus. Well, I

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love it for makers. And while I love the idea of a study abroad

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program for esports content video, I do not like at least

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with what's been announced today about how the Dolce and Gabbana

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brand is being integrated and positioned in esports. I think

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they could have done more to make it less of a label slap

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promotion, and more of a real presence play for esports and

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gaming. So that's my review of this week's news story. And I

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hope you'll join me for office hours and another great news

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story next week. Thank you so much.

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