Hype up the money, hype up the players, and talk about all the reasons to tune in and be excited. Work with the moderators of this very subreddit to make a big, sticky post one week before the event. So, without much forethought, here are a half dozen ideas off the top of my head to improve community awareness about a big event like this. Why? Cause no one gives a shit that the event is happening. They have every right to expect a good return on their money, but they don't get it. Let's say this event costs WoTC about one million dollars, all in. On top of this is all of the time-cost for salaried employees who are working on this. On top of the $450,000 prize pool Wizards probably spent an additional $100,000-$150,000 directly on support staff, flying in and paying 3rd party commentators, graphics packages, etc. it's all WASTED, cause there's little to no awareness of the event and little to no engagement with the community around it. Those things will correlate into more revenue down the road.īut boy oh boy. No, the purpose of an event like this is to engage the community, build hype, increase brand mindshare (and walletshare) among your enfranchised players. It's ALL costs, and it's not like you're going to your LGS and telling them "I came in today to buy this box cause I watched the Neon Dynasty championship!". It's not like there are ticket sales or even advertising revenue to offset the costs. Part of my professional life involves event marketing, and I'll be the first to admit that it can be VERY hard to assign an actual ROI to an event like this. It's supposed to be a carefully marketing expense that has a positive ROI for Wizards. The purpose of any kind of big tournament like this isn't to return money to the community out of some sense of benevolence. With a prize pool of $450,000, that comes out to a "cost per viewer" of $90. Did you know that there's a big Magic event this weekend? I sure didn't, and I regularly consume all kinds of Magic content.Īs I write this, the Neon Dynasty championship is being streamed live on Twitch to about 5,000 people.
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