As a part of our arts and event course we had a project which required to create an event concept from the scratch and E-sports was our choice as a group due to its evolving nature and dynamic market.
2. Background: An emerging industry with a lot of room to grow and low entry barriers.
• E-sports refers to competitive gaming at a
professional level
• E-sports is predicted to reach a revenue of $1.7 billion
by 2022
• Currently e-sports thrives on sponsorship and 40% of
its revenue comes from it
• Massive opportunity to create something for the
gamers wanting a stage
• Since, anyone with a PC and an internet connection
can be a gamer, how do you go pro is the question
3. The Reason: Our reason to chose e-sports was simple, undiscovered talent and room to innovate.
• The Canadian market is ever-growing with respect to
e-sports
• Plenty of undiscovered talent waiting for a chance
• Amateur e-sport players don’t know how to go pro
• 37% of the global E-sports market is dominated by
North America
• Canada is home to 21.2 million players who spent
$2.3 billion in 2018 making Canada the 8th largest
games market
4. Introducing: CanAM Gamers Combine, a single platform for the entire e-sport community.
• A platform for the amateur gamers of Canada which
delivers the best talent to the industry
• Enables amateur streamers and casters to understand
how professional content is produced
• Enables coaches and team managers to network with
professional organizations
• Promotes both team players and solo amateur
gamers
• Lastly, gives the fans a relatable experience
5. 3 core decisions: We aim to reach out to the amateur e-sport player who wants
to be heard and seen.
Segmentation:
Primary: Gamers/Casters/Streamers
Secondary: Managers/Coach/Viewers & Cosplayers
Targeting:
Overall, CGCs aim is to reach out to an entire community vs. a specific segment
By following the selective specialization strategy CGC will align its core offering to reach a larger number of segments.
Positioning:
To the amateur E-sport community, CGC is the E-sport league that promises them a chance to showcase their talent
while competing so that they can make a career in E-sports because of the unique exposure and stage that CGC is
offering.
6. Our Vision: CGC focuses on providing career opportunities within the e-sports community.
Goal: To achieve the company’s vision of being the stage
for Canadian Amateur E-sport talent and be the
showcasing event for at least a 1000+ gamers who go
from amateur to pro in the next 5 years.
Objectives:
1) To get at least 1000 registrations for the event from
amateur gamers, streamers and casters post one week
of the event being made public.
2) To enable at least 50 pro gamers/streamers/casters to
go pro within the duration of the event.
3) To create a stream and achieve an overall following of
5 mil across the globe via social media channels and
Twitch.
7. The 5ws: A short breakdown of what the CanAM Gamers Combine will look like!
What: CanAM Gamers Combine
When: First week of may – during summer break
Where: Downtown Toronto – Scotiabank Arena
Who: The amateur e-sport community
Why: To create an all inclusive platform for the amateur
e-sport community
Day 1: Classic tournament – Solo
Day 2: Classic tournament – Team
Day 3: Casters and Streamers – Content Innovation
Day 4: Networking event
Day 5: Final games, winner declarations along with a cosplay
contest
8. Our Strategy: CGCs core marketing effort will be focused towards where gamers hang
out the most – communication softwares and streaming pages.
• Advertise on online gaming platforms and streaming sites
• Partner with popular online influencers and spread word of
mouth
• Partnering with sponsors to promote CGC
• Offline promotions at cyber cafes, e-sport cafes and sport
bars to get the word out
• Use social media to attract and engage with our target
market across these platforms
9. Our Budget: With a crowdsourcing and sponsorship approach our focus will be creating an event
by the gaming community for the gaming community.
CanAM Gamers Combine
Revenue $ Results
Earned Income (Total
Sales)
$200.000
In-Cash (Sponsors) $90,000
In-Kind (Sponsors) $100,000
Total Income $390,000
Expenses
Production (Total Cost) $282,500
Total Marketing Cost $63,500
Total Operation Cost $41,500
Total Expenses $387,500
Operating Income $2500
• Since it’s the first year of CGC funding is a crucial factor for
the event
• A mix of in-cash and in-kind sponsorship with
crowdsourcing is how CGC will operate
• The total sales is mostly focused on giving away a larger
prize pool for the participants
• CGCs aim is not to make profit but to establish itself as a
go-to event for amateur gamers
10. Our Plan: With rigorous planning and a long term planning process our aim will be to deliver 360
gaming experience to the community.
CanAM Gamers Combine
Planning & Organization
November-March
Starting with planning and organization which goes across till March and includes
determining goals, venue, budget and permits
Logistics & Production
January-May
The second part is devoted to logistics and focuses on host, food, prizes,
registration, production, volunteers etc.
Communications
November-June
This part focuses on initiating the marketing and advertising efforts for the event
and start announcements via. platforms
Sponsorship
November-May
Hereon we will have sent proposals to our sponsors and contact them to get our in-
cash and in-kind services
Post-Event
May-April
Here will be focusing on thanking our participants, professional teams and
conducting research about the event
11. Conclusion: CGC will focus on being the amateur e-sport career platform.
• An event for solo gamers and teams alike
• A platform which enables gamers to go pro
• A platform that supports the entire community and not
only gamers
• A platform for professional organizations to hire talent
• An aim to be the future of e-sports
