SAP started a move towards esports in 2018 and we’ve supported them in this process since the very beginning. Our strategic focus was to position SAP as a major and credible player within the eSports universe.
This strategy was intended to serve both the company’s own interests and those of the community with sustainable measures as a recipe for long-term success.
We advised SAP on a high-level esports strategy and more specifically, how to transfer what SAP is, and the knowledge of SAP as a brand to be more cohesive with the esports ecosystem and have it connect on a personal level to the audience.
In doing so, we have been able to create awareness around Dota 2. During the esports documentary “A New Perspective”, we were able to showcase the landscape of Valve’s popular title Dota 2 and brought together professionals, viewers and other esports personalities to share insights into the world of the unsung heroes of the biggest esports productions.
This helped to bridge the gap in technology and gaming, making SAP more approachable for the esports audience and has given them a newfound appreciation for the present and the future of esports.
The team at build a rocket really have their fingers on the pulse when it comes to new opportunities in eSports, which often helped us to be early adopters of innovativ digital activation options yielding fantastic results. Milan Cerny, Director of Strategic Partnerships, SAP
As a result, huge value has been added to the esports community in two new content formats known as “Highlight Play by SAP” and the “Tournament Rundown powered by SAP”.
Each of these formats is incredibly valuable as they collect data using SAP software which then analyses it throughout the duration tournaments.
With the “Highlight Play by SAP”, the impact of certain plays and strategies can be showcased and compared with past matches of the tournament. It’s a fantastic way to display the performance of any team to the public to gain a broader understanding.
When each tournament concludes, the “Tournament Rundown powered by SAP” delivers statistics and information collected by the software to make comparisons against other teams, players, tournaments or matches. This has extended to the wider Dota 2 community after big major tournaments creating informative discussion points.
Both the “Highlight Play by SAP” and the “Tournament Rundown powered by SAP” are just two of the game-changing features that have been brought to the table in esports. As the scene develops and unfolds, so does our interest and we are always looking at ways to integrate brands into the eSports ecosystem authentically and sustainably by adding value to the player or fan experience.