2020 Shortlist

ESL Mobile Open Presented by AT&T

Entrant Company: AT&T, ESL

Winner
  • Best Engagement Through Esports & Gaming
ESL Mobile Open

About this Entry

The ESL Mobile Open has brought legitimacy to mobile esports and put North America on the map for the mobile gaming scene. It has created consistent opportunities both for players and brand partners, and has consistently reached new levels of engagement and interaction season by season. With the ESL Mobile Open, ESL is pioneering a new mobile experience for players and fans that can endure for years to come.

How does entry represent "Excellence in Engagement"?

For the first time in mobile esports, the ESL Mobile Open presented by AT&T offers players and fans a platform in which they can casually compete with friends or battle their way to some of esports biggest stages. Because of ESL’s open ecosystem, ESL has been able to keep mobile gaming relevant and established communities that can flourish and allows for fans to play, learn, and engage.

Objective: Despite the undeniable popularity of mobile gaming, mobile esports has flown relatively under the radar, especially in North America. Recognizing that mobile provides a unique opportunity to bring the next generation of esports enthusiasts into the fold, ESL decided to put a stake in the ground in order to engage the over 200 million mobile gamers in the region and created the ESL Mobile Open presented by AT&T.

Launched in March 2019, the ESL Mobile Open is a first-of-its-kind mobile esports league that allows casual gamers in North America to compete against one another to earn a slot at stadium events on the same stage as professional esports athletes. Through ESL Mobile Open, mobile esports players have been able to compete and climb through the ranks in some of the hottest mobile game titles, including Dota Underlords, PUBG MOBILE, Clash of Clans, and Asphalt 9: Legends.

Strategy & Execution: Through the innovation of ESL Mobile Open, esports fans are no longer idle spectators and can join in on the action to rise through the ranks. The unprecedented esports league has tapped into the accessibility of mobile in order to put North America on the map for mobile gaming.

To make the experience seamless for mobile gamers, everything related to ESL Mobile Open is optimized for mobile from registration to online broadcasts. ESL specifically designed the ESL Mobile Open website (eslmobileopen.com) to be mobile friendly and cater to a mobile-first registration process so that casual users can sign up and compete with very little friction. ESL also integrates into the games themselves wherever possible to make the registration process easier. Additionally, content for ESL Mobile was created distinctly for mobile devices. This includes not only creating bite size video content, but also designing broadcast graphics to be bigger and more attractive on smartphones.

Results: ESL’s role in building the esports ecosystem, such as developing the ESL Mobile Open, has been instrumental to esports. The ESL Mobile Open Presented by AT&T has allowed for players and fans to compete in some of esports biggest stages.

  • ESL’s role in building the esports ecosystem, such as developing the ESL Mobile Open, has been instrumental to esports. The ESL Mobile Open Presented by AT&T has allowed for players and fans to compete in some of esports biggest stages.
  • From Season 1 to Season 2, player registration increased by 139% (over 179,000 players).
  • Season 1 to Season 3 saw an increase in engagement of over 107,208 viewers, with more to come as Season 4 wraps up in the coming weeks.
  • Prize money increased by $29,000 from Season 1 to Season 2 and Season 3, and Season 3 featured a baseline of $350,000 in prize money.

Production

  • AT&T, ESL