⚔️ PLAYING THE RIGHT GAME 

This week, League of Legends in collaboration with Mercedes celebrated the induction of Faker, the most popular player in the game, into their newly announced Hall of Legends. What was meant to be one of the most anticipated launches within the gaming community however was quickly met with negativity due to the hefty price tag attached to the bundle. Redditors on the LoL forum lamented how the $500 paywall was not only insulting to fans but also dismissive of the player’s own legacy as Faker himself was known to not use skins in-game. Long time readers would know that we’ve both worked with Riot Games in the past and are big fans of their work for being able to effectively tap into non-gaming communities through their partnerships. Which then makes us wonder what happened this time around? And what can other brands learn from this when looking to tap into the gaming space (or any fandom for that matter)? 

💡 OUR TAKE

Since its mass acceptance from over a decade ago, we’ve seen an uptick of brands from various categories build a presence within spaces that were previously private pursuits like gaming, anime and esports – and along with that comes the inevitable risk of occasionally ruffling the feathers of long time community members if the right care is not put in place. But there’s only so much precautions a brand can take before the rest falls into the hands of larger, uncontrollable factors that continue to shape and evolve consumer behavior. 

While LoL did introduce a tiered pricing as a way of acknowledging different types of fans (newbie, casual, long term diehard) and making sure there was something for everyone, ultimately what seemed to be upsetting fans was that even the lowest tiered pricing was deemed too expensive for a long term diehard fan. 

However, we at Culture Group believe and have seen time and time again that price only matters to consumers, it never matters to fans. So why the hullabaloo over price this time? In this instance, we think it was less about the price that was bothering fans, rather what was being offered for the asked price. As the lines for cultural consumption continue to blur and fans are increasingly gravitating towards experiences that enable more ways for them to enjoy their passion points, perhaps the tiered pricing would have fared better across fan levels if the bundles delivered on a multitude of experiences and limited edition merch the higher they went as opposed to limiting the upgrade to technical aspects within the game. Taking stock of fans’ current cultural wallet, what they’re willing to spend on and understanding what matters the most to them can often help brands establish a more realistic threshold and set the parameters for what brands would like to stand for within the community. 

The other reason this launch garnered such a strong reaction from the community might lie within the premise of the launch itself. The Hall of Legends was meant to celebrate the contributions of well-known players that shaped not just the game but the sport and community itself. For such a culturally significant moment, it’s only natural that fans would expect a more heartfelt fanfare that not only celebrates the player but also acknowledges the sense of camaraderie they share towards Faker. Taking this into consideration, having a single paid option may very well be the source of disconnect. At times like this, it’s good to go back to the underlying culture of fandoms and understand that it is the fans’ dedication to the game and its players that stays enduring over time. With Faker being a beloved member of the community – perhaps there could have been a more touching tribute to celebrate his induction into the Hall of Leagues apart from the bundles offered. 

Amidst all the commotion, one cannot miss the saving grace in that Faker gets to walk away with a brand new electric car gifted to him by Mercedes Benz, the luxury car manufacturer and T1’s newest sponsor. Say what you will but Mercedes has always been at the forefront of supporting esports. And the bringing together of one legend with a legendary brand just shows there is more to come from the esports category. 

Culture is always changing and trends dictating spending behavior are taking place at an even quicker pace. Both Riot Games and Mercedes are known for being pioneers that championed esports and gaming to where it is today and while this might’ve been a bit of a miss for LoL, we are certain they will be able to bounce back and we hope to see them in the news soon.

For those of you born before 1997, ‘fax, no printer‘ is Gen Z speak for ‘undeniable facts I agree with’