Pokésports: The Power of a Brand and One Fans Plea
The Year of eSports
One of the big showings this year at CES Conference is eSports. Being a relatively new phenomenon, eSports is experiencing a surge of growth. Reporting a 2016 revenue of 493 million dollars. On top of that analysts project annual revenue to surpass 1 billion dollars by 2019.
Furthermore, recent studies have shown eSports rise in popularity. Now they are rating as high as Baseball and Ice Hockey among American Millennial Males. Turner Broadcasting is even getting in on the action with ELEAGUE, a professional Counter-Strike: Global Offensive league. First being aired on TBS. Then picked up and shown in Buffalo Wild Wings throughout the United States.
Building a Brand
Half a billion dollars is still relatively small for a global industry. While poised for growth, eSports lacks a strong brand. That brings us to Pokémon. A 20 year old series revolving around Trainers capturing, raising, and battling monsters in the game world. Pokémon already has an existing competitive tournament series referred to as the Video Game Championships (VGC) with multiple tournaments each year culminating in a World Championship. However, Pokémon is generally not thought of as under the eSports umbrella. As an effect both Pokémon and eSports find themselves as somewhat of an odd couple. Both could benefit from being with the other, but neither will make a move.
The reason for the odd relationship between Pokémon and eSports comes down to marketing. The Pokémon Company International (TPCI) has not really worked to market the competitive aspect of the franchise. Even though Pokémon commands a massive following worldwide, competitive Pokémon still remains rather niche. While TPCI does little to nurture their growing competitive community.
Nintendo is showing signs of moving into eSports with the launch trailer debuting the new Nintendo Switch. The time has come for Nintendo, Game Freak, and TPCI to take a long and serious look at what they have with the Pokémon brand and its ability to translate into massive growth potential inside the eSports market. This would not only benefit the coffers of those companies, but serve as a springboard for the already fast growing eSport movement.
The Pokémon brand carries a significant amount of weight. Generating 2.1 billion dollars annual revenue in 2015 and expected to report higher returns for 2016. Pokémon GO, an augmented reality game for Android and iPhone, launched in 2016. Going so far as to produce revenues of over 1 billion dollars in its first year. That’s right, a Free To Play app for smartphones generated double the revenue of the entire eSports industry, simply due to the Pokémon brand. Now consider an actual concerted effort to market Pokémon as the next big eSport.
I challenge you to imagine a world where Pokémon reaches its full potential as an eSport. A world where, just like football and basketball today, a kid can become a professional Trainer. Making a living mastering what is essentially a game of 3D chess, constructing teams out of 100’s of available Pokémon. The fanbase and brand power is undoubtedly there and I would hazard a guess that many corporations would get in bed with the Pokémon brand in the realm of sports. VGC Tournaments already look like what they show off in the Nintendo Switch trailer.
This series I will dive into what it would take for Pokémon to become a respected eSports franchise, what that would look like, and the overall impact of such an event. Everything from the structure of the competitive community to the way matches are broadcast will be examined. With hope TPCI takes these points to heart and gifts the magic of Pokémon to future generations. A world of dreams and adventures with Pokémon awaits! Let’s go!