Mascots in the LCS
As the world of esports grows, analysts, fans, and sponsors will be looking towards examples from traditional sports for inspiration. They will draw comparisons between the two to figure out where exactly esports are heading. Franchising in the LCS, for example, is one such move towards traditional sports, away from the relegation model League of Legends has become accustomed to.
A somewhat less important, yet interesting topic, is that of mascots. Do teams need mascots? Do mascots belong in the LCS? Will this be part of the scene in the near future? What would their purpose be?
Mascots in Traditional Sports
Mascots are generally symbolic representations of the teams they tout. From the Phillie Phanatic to Benny the Bull to Big Red, most sports teams have a mascot. These mascots are a physical representation of the team’s name or logo. They are responsible for hyping up the crowd throughout a competition, during slow times, scores, or wins.
It is commonplace for baseball, basketball, football, soccer, and hockey teams to have mascots. They are out in the crowd. Part of the live audience experience usually includes getting a hug from or pictures with the team mascot. They sign autographs, and they provide immense brand recognition.
Merchandising around mascots is prominent. Slapping the mascot’s picture or logo onto items makes them collectibles. For example, many NBA fans can recognize Boston Celtics merchandise if it features “Boston” in green letters, shamrocks, Lucky the Leprechaun, or some combination of the three.
Mascots in LCS
The closest example of a mascot in the LCS is Unicorns of Love’s manager, Romain Bigeard. He generally wears a unicorn costume and dyes his hair and beard bright pink to support the team as they compete. Romain is an iconic member of the Unicorns’ team and brand, instantly recognizable.
There are plenty of opportunities for other teams to create mascots. Between North America and Europe, there are Phoenixes (Phoenix1), Immortals, Foxes, Aliens (Dignitas), Horses (Team Liquid), Ninjas (G2), Rabbits, Cats (Roccat), Giants, and Snakes (Splyce). The other teams’ mascots would be less straightforward, but something like “TSM Titans,” or “Fnatic Falcons” could be a cool way to expand their brand. The mascot can also be incorporated into creating new logos, jerseys, champion skins, and collectible merchandise.
Mascots could also help solidify a team’s fanbase. Many LCS fans get attached to players, rather than the organizations they play for. And since so many players switch teams in between splits and in between seasons, organizations have a hard time keeping a consistent base. For example, Immortals probably gained some fans when they signed their most recent jungler, Joshua “Dardoch” Hartnett, and probably lost some fans when Kim “Reignover” Ui-jin left. Introducing a mascot onto the scene may be a small way to retain a fanbase by providing a consistent symbol to rally behind, rather than just a simple logo.
What Could Go Wrong?
Individuals who do not closely follow specific sports or teams may find mascots to be cheesy. It may seem immature to grow an attachment to some guy in a costume who peps people up at sporting events, like a Disney World character. Does esports really want to go there?
Another consideration is the fact that League of Legends is a game packed with fantasy characters anyway. Would it make sense to introduce a G2 Samurai mascot onto the scene when similar characters already exist in the game? This could create some awkwardness or show that it is unnecessary for the LCS scene.
Cosplay, where fans dress in elaborate costumes of their favorite characters, is already a huge part of the competitive League of Legends experience. Bringing in mascots could be confusing or over-doing it. Cosplayers already act as League of Legends mascots, in a way.
These mascots could also need to span over several esports. For example, Cloud9 has teams in League of Legends, Counter Strike, Hearthstone, Overwatch, Call of Duty, DOTA 2, and a few others. How can they create a mascot that makes sense in all of those venues? What if the organization has competitions for different games at the same time? Traditional sports do not run into this issue. Los Angeles is home to several sports teams, but they all have different mascots.
Mascots may not help a team win, and introducing them to the LCS scene may present some complications. But, overall, it could be an interesting experiment. Romain and the Unicorns of Love have proven that it can be done. Other LCS teams have straightforward opportunities to bring on their respective hype men.
A mascot could greatly help organizations solidify their brands by opening up new merchandising opportunities and retaining fans that may otherwise leave the team with a traded or lost player. Possibly the greatest gain from a mascot, though, is pure fun. Imagine the broadcast cutting to a video of a fox mascot hyping up the Echo Fox fans after Matthew “Akaadian” Higginbotham secures a First Blood. That could be pretty cool.