[Workshop] Branding in Esports and Gaming

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SUMMARY:

A one-day workshop designed to teach you the essentials of branding and its application in the esports and gaming industry. This workshop will equip you with the skills to develop a cohesive and visually appealing brand identity that resonates with both brands and the community. This pilot is limited to 40 pax only.

Key Highlights:

• Crafting strategies that appeal to brands and partners
• Building a brand that creates significant community engagement
• Gaining tools and knowledge to attract advertisers and develop strong case studies

Ideal for young professionals eager to work for esports companies, explore business opportunities in the gaming sector, or simply learn more about the esports and gaming industry.

Workshop Leaders:

Led by seasoned facilitators and experts in esports, gaming, branding, advertising, and digital marketing, they will offer lessons and guidance to help you implement these concepts in your work or business.

Approach and Methodology:

The workshop is interactive and engaging, featuring exercises, activities, and case studies to help participants grasp and apply branding concepts. Participants will also benefit from mentorship sessions, allowing them to ask questions and brainstorm ideas with the experts. Attendees can continue to connect with speakers and mentors after the workshop for further guidance.

Expected Outcomes:

By the end of this workshop, participants will be able to:

• Apply branding principles to identify core values, unique selling propositions, and target audiences.
• Generate new ideas from various perspectives in esports and gaming.
• Formulate a creative strategy and advertising plan that stands out in the media landscape.
• Execute an effective digital marketing strategy using a data-driven and experimental approach.

Workshop Schedule:

9:00 AM - 9:30 AM: Welcome and Registration

Speaker: TJ Parpan from Management Strategies

• Activity: Participant registration, welcome speech and audience interaction
• Materials: Welcome kit, schedule, and name tags

9:30 AM - 10:30 AM: Introduction to Esports

Speaker: Mark Navarro from Player Two Productions

• Topic: Key Points: Introduction to the Esports Ecosystem in the Philippines
• Activity: Presentation, case studies, and discussion

10:30 AM - 11:30 AM: Introduction to Branding & building Brand Identity

Speaker: Dani Rogacion from Overdrive Studios

• Topic: Understanding the basics of branding & its principles, creating a unique brand identity
• Key Points: Defining brand values, mission, and vision, designing logos and visual elements, crafting a brand story
• Activity: Group brainstorming on brand identity creation

11:30 AM - 12:30 PM: Target Audience and Market Research

Speaker: Ralph Aligada from Globe Telecoms

• Topic: Identifying and understanding the target audience
• Key Points: Demographics and psychographics of esports fans, conducting market research and analyzing competitors, tailoring the brand message to the audience
• Activity: Case study analysis and discussion

12:30 PM - 1:30 PM: Lunch Break

1:30 PM - 2:30 PM: Digital Presence and Social Media Strategy

Speaker: Eric Valmonte from WP/Gaming

• Topic: Establishing and enhancing the brand's online presence
• Key Points: Importance of social media in esports branding, developing a social media strategy, content creation, and community engagement
• Activity: Interactive session on creating a social media campaign

2:30 PM - 3:30 PM: Sponsorships and Partnerships

Speaker: Bryan Dacanay from Tier One Entertainment

• Topic: Leveraging sponsorships and partnerships for brand growth
• Key Points: Identifying potential sponsors and partners, crafting sponsorship proposals, building and maintaining relationships
• Activity: Role-playing exercise on pitching to potential sponsors

3:30 PM - 3:45 PM: Coffee Break

3:45 PM - 4:45 PM: Branding Strategies for Esports Events, Teams and Players

Speaker: Benj Dalmacio from Level Infinite

• Topic: Branding for individual players and teams
• Key Points: Building a brand for events, players, team branding and merchandise, consistency and authenticity in branding
• Activity: Workshop on developing branding strategies for a hypothetical esports team

4:45 PM - 5:45 PM: Measuring Success and Future Trends

Speaker: Ralph Aligada from Globe Telecoms, All Speakers

• Topic: Evaluating branding efforts and looking ahead
• Key Points: Key performance indicators (KPIs) for branding, tools for measuring brand success, emerging trends in esports branding
• Activity: Q&A session and open discussion

5:45 PM - 6:00 PM: Closing Remarks

Speaker: Ton Gatmaitan, CMO, WP/Gaming

Activity: Summary of the day & feedback collection

• Materials: Certificates of participation

6:00 PM - 9:00 PM: Dinner, Networking, and Drinks

• Activity: Networking opportunity for the attendees with complimentary drinks

Facilitator / Moderator:

• TJ Parpan, Consultant, Management Strategies Asia: With over two decades of experience in building companies and senior leadership in integrated marketing communications, TJ helps others achieve their true potential. His expertise in developing strategies and driving innovations will provide invaluable insights to workshop participants.

Guest Speakers / Lecturers:

• Dani Rogacion, CEO, Overdrive Studios: With 8 years in the industry, Dani is an esports creative and founder of Overdrive Studios, working with clients like Riot Games, Blacklist International, and Facebook Gaming. Her studio has won back-to-back esports creative team of the year awards.
• Ralph Aligada, Portfolio Director, Gaming & Media Platforms, Globe Telecoms: Ralph Aligada is considered as one of the pioneers and leaders of video games and esports business development in the Philippines. A veteran with nearly a decade of experience in the industry, he served as the Head of Games and Esports in TV5 from 2015 to 2019, and then made his mark in esports events, gaming conventions, and league operations as the Vice President of Gariath Concepts, one of the country's biggest esports organizations from 2019 to 2021. He joined Globe in 2021, and now leads strategic partnerships for Games, Esports, and Media Platforms under the Marketing Group of Globe.
• Mark Navarro, Founder and CEO, Player Two Productions: Mark Navarro has been in the esports industry since 2018 serving as the Head of Operations and later on as the Country Manager for Mineski Philippines. Under his leadership, various systems and frameworks were established to reinvent esports leagues as B2B2C products that delighted fans and players alike. Mark also served as the GM - SEA for Acadarena PH in 2023 overseeing business development, sales, and the profitability of CONQUEST 2023. Prior to entering the esports industry, Mark spent 10 years working in corporate communications and later co-founded a local design studio that serviced global clientele such as Nike, Reebok, Converse, Shanghai Tang, Kendrick Lamar, Red Bull, and more. Currently, Mark is working in his newly founded company Player Two Productions with the mission of creating lasting impact for passionate communities through the power of live experiences.
• Benj Dalmacio, Head of Business Development, Level Infinite Philippines: With over 12 years of experience in the Philippine esports and gaming industry, Benj Dalmacio has played pivotal roles in shaping the landscape of esports and gaming in the Philippines. He has worked with Garena Philippines in the past as its esports and product manager for League of Legends PH, was the Account Manager for Gaming at the entertainment marketing agency - Culture Group, served as AVP for Operations at events/esports organization Gariath Concepts, and currently handles business development and partnerships for Tencent's Level Infinite game publishing arm in the Philippines. 
• Bryan Dacanay, VP of Business Development, Tierone Entertainment: Comprehensive strategic marketing, sales and business development experience spanning over a decade in the media industry. Proven track-record of driving growth and efficiency with tenures at prestigious multinational ad agencies, Dentsu and Group M, and invaluable startup experience having held a regional role in global sports media property, ONE Championship.
• Eric Valmonte, Product Lead, WP/Gaming: Eric Valmonte has been in the esports and gaming industry for 8 years. As a lifelong gamer himself, he understands the value of products and services in the industry. With experience at companies such as Mineski and ASUS Republic of Gamers, he has crafted campaigns that resonate with and engage the gaming audience, ranging from hardcore to casual gamers.

Mentors:

• Benson Te, CEO, WP/Gaming: With over 15 years of experience in the esports and gaming space in APAC, has been part of the World Cyber Games in China, organized major championships in SEA, and closed significant deals and partnerships for the esports ecosystem and brands in the industry.
• Carlo Suntay, Head of Gamification, GCash: More than 15 years of combined experience in the esports, game publishing, Telecommunications, media and technology space. Carlo is part of the team who started the gaming proposition for Globe Telecom.
• Ton Gatmaitan, CMO, WP/Gaming: Ton spearheads the Gatorade Sports Marketing team that manages athletes, teams, sports associations, event and strategic  partnerships  for over 15 years. Created programs for pepsico that won regional awards. Ton was a driving force in Mountain Dew's foray into esports and also a former Marketing Director of Kuya Js, Popeyes group of companies.
• Joebert Yu, CPO, CBZN Perspective: 20 years in the esports and gaming space since the cybercare era. Founder of Gariath Concepts, creator of ESGS, PGF and brought in major international companies to showcase in the Philippines. Sec Gen of PESO.
• Jab Escutin, Director, A.P. Bren: Jab Escutin has 15 years of experience in the esports industry and serves as the Director of A.P. Bren. He is also a member of PESO and has managed the esports delegates of the Philippine National Team, leading them to win multiple gold medals in the SEA Games since 2019.

Sponsors:

Main Presenter: FWD Life Insurance

Official Telco Partner: Globe Telecoms

Official Smartphone Partner: Infinix Mobile

Networking Drinks: Jack Daniels

Join us to transform your branding approach and make a significant impact in the esports and gaming industries.