Team Dignitas, the e-sports franchise owned by the 76ers, has struck a deal with Facebook for its players to live-stream their practices and other content on the social media site, in addition to Twitch. By becoming the first North American e-sports team to do a Facebook deal, Dignitas hopes to reach a much larger audience than can be found solely on Twitch, which has a loyal fan base of gaming enthusiasts, but just 1/20th the users of Facebook. "We’ve obviously wanted to look at ways we can appeal to a broader demographic, and broader fan base, and be able to provide a more interesting landscape for our commercial partners as well,” said Dignitas CEO Jonathan Kemp. Terms were not disclosed. Dignitas also will soon announce four new commercial partners, Kemp said, and Facebook offers them reliable measurement data along with a larger audience. Facebook has started to become more aggressive in its e-sports strategy, striking deals to stream competitions, but also hoping to benefit from the robust non-competitive side of gaming. Without ticketing revenue or IP rights to the games they compete in, franchises such as Dignitas are especially reliant on sponsorship and ad revenue, which they hope grows by finding new fans.
STREAMS OF THOUGHT: Facebook Head of Games Partnership for North America Guy Cross said the company is "committed to being a go-to destination for gamers." Cross: "Gaming communities are an integral part of the Facebook experience, and e-sports continues to be a popular form of video content on the platform." Dignitas has no intention of considering exclusive streaming relationships. The franchise will continue to look for additional partners, Kemp said, particularly in international markets where local competitors to Facebook and Twitch may have better penetration. Meanwhile, Dignitas is working to expand its video inventory, and has recorded a 50% increase in live viewing minutes in the last four months. It is currently searching for a marketing director and head of fan engagement to further the push.
