A former broadcast and content producer for Activision Blizzard. “It seems like a very safe way for advertisers to get into that market without navigating all the complexities of online gambling,” said Eric Fishman, head of creative at culture and gaming agency OS Studios. It also takes advantage of the recent increase in interest in online sports and betting through an activity that is free-to-play and kid-friendly.
“I would say off the top of my head, that over half of our player base, half of our audience base, play it, and engagement builds up week-to-week,” Fortier said.Īlthough esports leagues have gradually moved away from the traditional sports model, the pick’em up is an example of a marketing tool that the OWL has effectively leveraged from sporting traditions such as March Madness Pools or pre-tournament “racquet brackets” in tennis majors.
On his interest in sports and actively participate in competitions. While unlikely to bring in new fans who lack already existing Overwatch knowledge, Pick’Em helps expand existing Overwatch fans. , “We love esports because we love competition anyway, so it’s just another way to compete.” Before Activision Blizzard introduced the Pick’Em Brackets, Shiflett and her friends would pull Excel spreadsheets across Discord servers into their own Brackets contest at MacGyver When OWL launched the official version in 2020, they were immediately on board.įor Activision Blizzard, Pick’m isn’t just a fun bonus feature for Overwatch League fans - it’s an effective marketing tool for both OWL and Overwatch. “It makes you more invested because you know you want to see not only how the games go, but also how well your predictions have done,” said a digital and social media manager at Esports Engines and long-time Said pickup enthusiast Matthew Shiflett. To make activity more accessible, Activision Blizzard integrated Pick’em into OWL’s mobile app for the first time. The experience this time around mirrors the first, but with small changes: In addition to offering cash payouts to winners, Pick’M will give players in-game rewards, such as skins and Overwatch League tokens that can be used to purchase other game items. “It was well received, and it was only a matter of time for us to build on that experience and make it more exciting,” said Eleanor Fortier, brand marketing director for Activision Blizzard Esports. This is the second iteration of Pick’Em, which was launched in 2020 to widespread acclaim among OWL fans who mentioned the phrase on social media. This is the fifth Overwatch League season and will first be fought in Overwatch 2, the sequel to Activision Blizzard’s popular first-person shooter game.
To generate interest and engagement in the OWL regular season, which debuted on Thursday, the company has introduced an updated “Pick’Em” feature – a bracket prediction contest similar to March Madness – for participating in cash prizes and in-app purchases. Activision Blizzard’s Overwatch League is borrowing a play from the NCAA.
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