Goto.game is a new media hub and ecosystem 100% focused to deliver value for gamers, influencers, esports and brands. This is directly born out of our seven years of analysing the digital footprint of people across social and search platforms, and providing strategies and services to some of world’s biggest brands.
As with a fire, a new business needs three things: fuel, a spark, and oxygen.
For goto.game, the fuel was the gap in the market, to provide a meaningful ecosystem that brings gamers, influencers esports teams and brands together.
The spark was the realization that gamers, influencer and brands were all being short-changed. Our data let us understand and engage with the influencers, the gamers and the players in the market, what they sought, and how they interacted. We’ve been doing this, on behalf of clients and as Digivizer ourselves.
And we have proven two things: it must be authentic and it must be real.
The oxygen was the desire among gamers, influencers, their fans and brands to work together in new ways. Gamers and esports teams want to connect with commercial sponsors, without compromising their values and how they would authentically stream, play and engage. Brands want to understand how to work effectively in what for many remains unfamiliar territory. And fans want to enjoy their gaming without feeling “sold do” by anyone.
The result is goto.game — a gaming destination run by gamers for gamers.
But fires and new business ventures need one more thing: intent. You have to want to light the fire, and you have to decide to commit all to a new business.
With the data and the validation of the new market to support us, we’ve made that commitment, and lit the fire!
So: why esports and gaming? The gaming space is not new to Digivizer. We’ve provided social and digital insights and services in this market for clients that include Lenovo and Intel over the past three years. We’ve engaged some of the biggest influencers and esports teams in the APAC region, generating highly successful activations, streams, content and sponsorships, providing gaming and non-gaming brands with opportunities to be involved in the lucrative esports market.
And we have hired dedicated gamers to head the new company.
According to digital and online games research company Newzoo, the market is worth AU$131 billion globally, AU$65 billion across APAC, and AU$1.5 billion in Australia and New Zealand alone. There are more than 1.1 billion gamers in the APAC region and 12 million in Australia alone, according to Newzoo.
Our own analysis of the market, and our work at events such as PAX, RTX and this year’s Intel Extreme Masters (IEM) esports event in Sydney, makes it clear that there is a huge opportunity to fill a gap in the market. Over 7 million live views of IEM and 92 million in-content views for a single event represent audiences almost double those of mainstream TV viewing numbers, including the major traditional sporting AFL and NRL grandfinals.
And we have seen this market grow, in size and in the number of engaged fans who influence each other.
Respect (and data) at the centre of everything
Our strategy for goto.game is to bring these three groups — gamers and influencers, their fans and brands — together in a new ecosystem that treats everyone with equal respect, adds expertise and value at every point in the engagement, and uses real-time data to understand what’s working and where to go next.
For fans, influencers and brands, this is about creating a win-win-win, with content and contexts that matter to them. We have been thrilled by the overwhelming support we have received from the wider gaming influencers and esports teams across the APAC region, and from partnerships with the major social and streaming platforms.
Goto.game will be headed by Digivizer’s gaming team specialists Phid Oldfield and Jack Hudson, highly credible gamers and streamers in their own right, supported by a team of gamers including their content and advertising specialists.
Goto.game is already talking to top-tier gamers and esports teams, and I’d like to thank launch clients AKRacing (which is launching a new specialist gamers’ chair on the goto.game web site), Intel, and Legion by Lenovo.
Finally: how do Digivizer and goto.game connect? With real-time data and insights. Our technology, six years in the development and refining, powers and sits underneath both businesses.
To strike that first match becomes an easier decision when you have the best-possible information about what might happen next!
This article is also published on LinkedIn.