Ralph Pighin, VP Central & Eastern Europe, Deezer
Why Deezer is investing in eSports?
Music and sports have always gone hand-in-hand, as we know that sports fans are just as passionate about a match, their sporting heroes and what they are listening to, as they are about music and artists. Following our exclusive partnerships with global football clubs (Manchester United, FCB, Flamengo in Brazil and FC St. Pauli), we wanted to expand our offering beyond football into other sports including into esports. We already know that 80% of players listen to music while they play games and that fans have a genuine interest in what their favorite players are listening to. This therefore makes Deezer the perfect global and digital platform to bring together esport fans and players from around the world to connect and share their favorite music.
Fnatic is one of the most successful and professional esports teams in the world with players from multiple countries who, together, have won many tournaments. They have millions of dedicated fans, who are also music lovers. We are therefore delighted to be partnering with Fnatic and look forward to growing this opportunity even further.
Is it a long term partnership ?
This is confidential however we remain focused on longer term partnerships that deliver a more immersive and personalised experience for fans.
What are the KPI?
We do not share KPIs but we know that our gamer community is massive and loyal toward brands they love and who address them targeted content they like.
What kind of activations can you initiate with Fnatic ?
We partnered with Fnatic as the team shares a passion for music and wanted to provide a platform for players, teams and fans to share their favorite music within the esports community. This new partnership will allow players to connect on a more personal level as they will have the opportunity to share their favorite songs and playlists via live streams in addition to being able to communicate through these channels.