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Background
The concept of an E-sports hotel has been picked up by organisations both locally and globally, giving gamers and live-streamers a physical space to indulge in their passion.
Being Malaysia’s first E-sports hotel with limited marketing spend, how can SEM9 Senai generate talkability and draw in their potential customer base of 1.5 billion gamers in APAC? By targeting live-stream gamers and their fanbase.
Insight
When it comes to live-streaming, it's hardly about talent or skills in gaming. Oftentimes, fanbases are formed by the love of the live-streamer's personality or entertainment value. Fans show support through donations, but shout-outs are mostly fleeting, offering them just a small window of being noticed by the people they look up to.
Idea
Fan-powered Sponsorship
An Open Broadcaster Software (OBS) overlay that spotlights donors' names paired with a special logo, which can then be applied onto merch with all proceeds going directly towards the live-streamers. No third-party fees, charges, or cuts.
It's a win-win: fans feel seen and appreciated, while live-streamers never miss an opportunity to celebrate their fans and have the funds to keep doing what they love.
This software is programmed to recognise donations and pull up donors' usernames. The system then pairs these usernames with a randomised logo from a list of pre-set designs, displaying them in one of the four corners of the screen together with the SEM9 logo.
Live-streamers simply download this overlay software from SEM9's website, which can be added onto their OBS scenes, and stream as per normal.
How It Works
"Gamers benefit from increased revenue.
Fans receive instant, visible recognition.
And SEM9 gains organic brand exposure by embedding its name within the ecosytem
as a tool-maker, not an advertiser."
Lew Ke Pang
General Manager, SEM9 Senai
Results
After live-streamers and content creators seeded organic installs on Discord, Twitch, and Tiktok, and explaining the concept to their fanbase...
54%
Increase in donation frequency across participating streams
230%
Increase in SEM9 Senai
brand awareness
1,217
Unique fan logos generated
within the first 14 days
5X
Surge in website traffic
62%
Uplift in streamer revenue
750k+
Organic impressions via Discord, TikTok, and shout-outs
On top of raising brand awareness, the Fan-powered Sponsorship redefined what branded experiences can be in the gaming world. SEM9 empowered live-streamers and rewarded fans for their support, by turning them into live sponsors with bragging rights, and more reasons to stay.
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