KPL teamed up with Marriott Brigade to set up a summer decision -making session venue e -sports viewing scene to build a hotel innovation test

Cover reporter Cai Shiqi

On September 3, the 2022 KPL Summer Finals ended in Shanghai. The Chongqing Wolves defeated Wuhan EstarPro at 4: 2 to become the first summer championship in KPL.

The finals did not open on -site viewing, but KPL's official partner Marriott Xiangjia, set up a venue at the Baolong Emmy Hotel, Minhang, Shanghai, and invited the king's glory champion Guo Jiayi (ID: Gemini) to come to the scene. Interacting with the audience, it provides an immersive viewing experience for the majority of e -sports enthusiasts.

The offline viewing has become an important part of the ecosystem of the e -sports content. The audience who loves the same team and the same player gathers together to witness the generation of the championship. For many e -sports enthusiasts, they can leave a sense of ritual. Common memory. It is also such a consumer scenario that allows cultural tourism practitioners to notice new industry opportunities. The summer decision branch venue established by Marriott Traveling to enjoy the home is a new test of the hotel industry travel plan service innovation.

High -end cultural tourism brands have long been deployed to link the sports industry holding gaming to attract consumers of generations

As a world -renowned hotel group, Marriott International has long been laid out in the sports industry.

Marriott International has launched global cooperation with the old Premier League giants Manchester United. It provides members of Manchester United with a series of exclusive experiences such as Manchester United's "Stadium Broadcast" and team equipment managers. Members provide fans to meet, watch the competition and exclusive diet with Manchester United players. The Asia Pacific Hotel of Marriott International also launched a special menu, including food and drink inspired by the team to enhance the guest experience; the flagship brand of the Group's flagship brand has also joined hands with the world's popular team Manchester Union Football Club to launch " "Dream Observatory" provides members with a selected viewing position of the Old Trafford Stadium.

In addition, the Marriott Traveling Family also cooperated with the Mercedes AMG Malaysia Petroleum Team to make members have the opportunity to have the opportunity to have the opportunity to play in the Monaco Grand Prix during the "Marriott Traveling Family Exclusive Moment". Dedicated luxury yachts watch or even stay in.

In 2019, the Master of the Marriott Brigade Lady went to China, and chose a table tennis as a carrier known as the "national ball". Integration with travel brings professional and warm ping -pong enlightenment teaching to children, and also creates an unforgettable travel experience for family guests who carry children.

It can be seen that the sports industry's viewing venue, teams, star IP, and even stadium seat resources can cooperate with the hotel industry to spawn new consumer scenarios. The e -sports industry that has developed rapidly in the Chinese market also has the same potential.

In 2018, the KPL Alliance promoted the home mode of the East and West. The home alliances of the two cities in Shanghai and Chengdu attracted a large number of audiences to watch the game on the spot. Many of them even specially rushed to two cities to watch their favorite team competitions from other places. They were in different places. During the on -site viewing, the needs of accommodation naturally had the trend of online consumption.

After 2020, despite the epidemic, multiple KPL teams were regionalized. The home of the club was opened in Wuhan, Nanjing, Guangzhou, and Shenzhen. It becomes more common.

Starting from the Spring Tournament of 2022, KPL has changed to online competitions for nearly half a year. Under the official return of this summer playoffs, many viewers expressed their hope to open on -site to watch the game as soon as possible to give them the opportunity to use more rituals with more rituals. In the form of sense, with friends appreciate the competitions of their favorite teams, leave unforgettable memories together, and even witness the style of players and commentary at close range.

E -sports offline viewing has become an important part of the younger generation of lifestyle, which is why the Marriott Brigade enjoys the establishment of the Summer Viewing Branch this summer.

Great service quality of e -sports audience consumption potential to become a brand cognitive key

The brand of Marriott Hotel includes a selection, advanced and luxurious type, and a clear level of business development plans. The reconstruction of the brand awareness of young groups is also one of the important development strategies of Marriott Group in recent years.

The audience of e -sports is relatively young, and has strong learning ability and easy to accept new things. There are also quite a lot of e -sports enthusiasts who pay attention to the quality of life, which is highly heavy with the target crowd of Marriott travel to the family. All the fixed seat clubs of KPL have been regionalized. Many furniture music departments have cities at home. This model also allows KPL audiences to recognize the home team and the curiosity and longing for the away city. The needs of the next game are also high -quality customer resources.

And Marriott's hotels are all dozens of cities in China, which overlap with the regionalization plan of KPL, which also means that the Marriott Brigade can be more convenient to play a new carrier through the KPL system. Build and consolidate your high -end brand image, effectively improve the penetration rate of the Marriott travel brand in the "Gen Z", and promote the brand impression.

Earlier, Marriott Tourism has cooperated with the King's Glory Professional League to create a "Yaoxiang Canyon" courtesy in 188 hotels in 56 cities, providing the king's life Wi-Fi welfare, king glory "Yu Ji" character custom house card, etc. Customized services allow guests to enjoy an unforgettable experience while staying in the hotel, which also shows the rigorous and professional design and execution capabilities of the Marriott Brigade in cross -border cooperation. This time the KPL Summer Offline Observation Sub -venue, the Marriott Brigade set up the viewing room based on the terrain of the king's canyon and the red and blue camp color tone, and invited the king's glory champion Gemini to visit the scene to interact with the audience in person to interact with the audience. At the same time, it also provides high -quality catering for the audience to enjoy, carefully setting, professional commentary, and high -quality catering. In order to watch the audience of the intense and exciting finals, it provides a comfortable and relaxed watch environment in the physical space. It is the most ideal state of the audience to be able to visit the scene in person, but due to various objective conditions, sometimes they can gather with special people to witness the key campaign of their favorite teams in a comfortable environment. For increasingly increasingly The more consumers are an important experience, this is also a market insight in the field of travel plans such as Marriott Reluctance to enjoy the field of e -sports.

As more and more e -sports enthusiasts become the backbone of society, their consumption power is also increasing. The hotel has become a hot choice for the industry category, and the Graphic Hotel in Hangzhou has become a tide -punching sacred place. More and more restaurants will play e -sports games live broadcast to recruit customers.

The cooperation between the Marriott Brigade and KPL this time, through the exquisite scene design and the joining of high -level e -sports practitioners, pushed the market model of combining e -sports and offline consumption scenarios to a new level. With the continuous landing of KPL cities at home, when the event is open offline, e -sports will drive the commercial potential of offline consumption to be released quickly and open up more new dimensions for the commercialization of e -sports.

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