▌ Ping An Bank League of Legends mobile game event
In December 2021, the League of Legends mobile game competition held by Ping An Bank was launched in Shenzhen and Wuhan, officially launched the city competition, and in the future, it will rely on thousands of stores in 100 cities to simultaneously hold e-sports events, take root in the community, connect the business circle, and a huge e-sports competition with the participation of the whole people and a huge momentum will be set off in stores across the country.
In the face of such a grand event, the organizers lived up to expectations, wonderful pulling, and the contestants staged many highlight moments. In order to understand the manpower, technical support and challenges invested in the process of holding the event, we conducted an exclusive interview with the relevant personnel of the organizers of the Ping An Bank League of Legends mobile game to understand the story behind the event.
PART 1
Hundreds of cities and thousands of stores go deep into the community to embrace the development of e-sports
01
Q: Ping An Bank is deeply involved in the financial field, why did it choose to use e-sports competitions to link up urban outlets across the country?
A: Ping An Bank has been actively trying to connect young customers through diversified cross-border cooperation. At present, e-sports events are deeply concerned by young people, and there will be more space in the future. For Ping An Bank, by linking urban outlets across the country with e-sports events, it can more effectively connect and dialogue with young customers through the following points.
Brand rejuvenation. In recent years, Ping An Bank has continued to promote the layout of scenario-based finance, comprehensively exerted efforts in various traffic fields, especially in the exploration of young user groups, and continuously launched financial products and services that meet the inherent needs and usage habits of young people. This deep ploughing of the circle with e-sports as the entry point can better help us convey Ping An's financial culture to young customers.
Service upgrades. Ping An Bank and e-sports are a way for us to build a special store, through cooperation with Tencent E-sports, we will renovate the store scene and provide a new and upgraded service experience for young customers - the bank can not only handle financial business, but also participate in games, team competitions, and gather with friends in the "e-sports field at the doorstep".
A powerful combination. Through the e-sports scene, effectively establish a strong combination of "finance + e-sports" ecology, relying on the strong ecological resources of Ping An Group, conforming to the emotional needs of the Z generation for e-sports trends, innovating from multiple dimensions such as user rights and lifestyles, opening up the scene entrance of young customers, and connecting with them in a way that young people like.
Financial innovation. Financial products and services need to be continuously iterated to meet the needs of different eras and groups of people. The practitioners under the e-sports industry are the important groups we want to cover, the two sides cooperate to tap the financial and insurance needs behind the industry, on the one hand, the need for the development of new industries, on the other hand, to explore more possibilities for the financial system to serve new industries, the cooperation value behind this is very huge and win-win, the two sides have unlimited cooperation space and exploration potential.
▌Ping An Bank e-sports specialty store
02
Q: What is the strategic significance of Ping An Bank's esports base rooted in the community?
A：
Let more young people feel the temperature of integrated financial services. The online + offline integrated e-sports and service model extends the influence of stores to more groups, and accelerates the development of one-stop financial services under the layout of young retail ecology.
Connect merchants and communities through offline stores, bring traffic to the community with the strong grip of e-sports competitions, activate the vitality of the surrounding business circles, integrate the ecological resources of the two industries, stimulate the real economy, and empower the city with greater value.
The 100 cities and thousands of stores community e-sports base is the starting point for cooperation and exploration, exploring how to dock the huge ecological resources and potential energy of both sides to collide more sparks between the two industries and create greater industrial value.
03
Q: Compared with the City Competition, what are the purposes and positioning of Ping An Bank's preferred two cities?
A: The League of Legends mobile game event is rooted in the community with the branch store as the unit, which is closer to people's daily life, and each branch has a close living relationship with the surrounding residential communities, business circles and office groups, which determines that the event is more sinking. At the same time, the sub-branch unites the community and enhances the influence of the city by virtue of the community efficiency; the community gathers the city and penetrates the whole country with the potential energy of the city, from point to line to surface, from the most life-oriented scene of the community to take root and blossom.
04
Q: Does Ping An Bank have a long-term plan for entering the e-sports competition in the future?
A: First of all, based on the successful testing of this League of Legends mobile game event, we hope that in the future, we can copy this kind of event gameplay to Ping An Bank's hundred cities and thousands of stores across the country, and work with partners to create an innovative and sustainable event operation system.
Secondly, Ping An Bank is confident of providing more comprehensive services for the e-sports industry and creating greater industrial value. From the perspective of TOB, relying on the strong ecological resources of Ping An Group, we can go deep into the industry to "lead the tide" development by providing clubs and e-sports players with organic and integrated financial services for insurance, health and wealth. From the perspective of TOC, we look forward to creating financial products and services that are more in line with their needs for customers in the e-sports industry, and bringing a more intimate and convenient financial life experience.
We look forward to a strong combination of "finance + e-sports" living ecology, and work together to create a greater space for industrial development.
PART 2
Cohesion Technology empowers and carries forward the spirit of e-sports
Q: What do you think is the et al., esports spirit? Did you feel it during the race?
Fairness: Under fair environment and conditions, the two sides complete the coordination between brainpower, physical strength and teamwork, and complete the victory competition in the process of absolute fairness.
Don't give up: until the last round, not the last second of the game, no one can say who loses and who wins, even in the case of absolute disadvantage, there is hope of victory.
Imagination: E-sports brings together the imagination of the virtual world, which stems from the creativity of reality, attracting everyone to play in an imaginative space to complete the competition.
Q: In order to make the next event more perfect, what can be improved in the future?
A: How to expand the customer base that the brand can cover with the help of e-sports to meet the financial product or service demands of a wider range of users is the point we need to break through urgently. It is hoped that through the authorization of Tencent E-sports Events, more categories of game events will be qualified to be held, so as to realize the connection and sinking of brands and financial services in a wider range of user groups.
Q: During the whole event, what touched you the most?
A: First of all, thanks to the high enthusiasm of customers for participating in the event, giving us the encouragement to hold the event, many young customers have a lot of details, clubs, and players in the e-sports industry, which makes us feel the vigor of the e-sports industry, and also makes us full of expectations and confidence in the e-sports industry;
Secondly, thanks to the power of teamwork and the spirit of sports that never gives up, I feel the positive spirit behind the e-sports industry, which is an important reason why e-sports is welcomed by the younger generation.
Finally, thanks to the students of the League of Legends mobile game program, without their open and enterprising attitude, the wisdom of exploration and innovation and the spirit of positive pioneering, there would not be so many fireworks bursting out in this cooperation.
Congratulations on the successful conclusion of the Ping An Bank League of Legends mobile game event, through this interview, let us see the efforts and seriousness behind the hosting, Tencent e-sports licensing system is also behind the technical support, with technology to empower e-sports, with the further improvement of technology, I believe that the future e-sports will be more and more exciting, to carry forward the spirit of e-sports, empower brand innovation to build a broader competitive stage.
About Tencent Esports
Tencent E-sports, founded on December 9, 2016, together with games, literature, film, animation and music, forms a "new cultural creation" content cultural ecology. As the most competitive e-sports brand in China, Tencent's e-sports business has been deployed with TGA since 2010, and after years of exploration and accumulation, e-sports has become an emerging industry with huge commercial value and cultural influence. In the best moment of China's e-sports, Tencent E-sports hopes to work with all industry partners to seize the opportunities given by the times and realize that e-sports make cities better, cities make e-sports more solid, and create a golden age of Chinese e-sports through the comprehensive promotion of the "E-sports City Development Plan".