Start.gg Artist Select: SPIF
Start.gg is an esports platform for organizing video game tournaments. The Artist Select initiative invites renowned artists to create exclusive designs tied to Start.gg, with full creative freedom. These designs are featured for two weeks, with all profits going to the artists.
The challenge is expanding beyond the existing artist community to engage a wider audience, making the artwork resonate with both gamers and art enthusiasts. Success depends on effective marketing and maintaining the project's artistic and gaming essence.
Duration
10.01.2022 - 01.30.2023
4 months
Role
Project Manager
Graphic Designer
Team Members
David Patti
Matthew Duda
Deliverables
3+ Products finalized
Online Shop
In-Person and Online Activations
Project plan
The creation and dissemination of a project plan was crucial for the success of the Start.gg Artist Select initiative. This plan provides a structured approach to celebrate artists within the start.gg platform while reaching a broader audience.
It outlines tasks, timelines, and needed resources, guiding the creation and promotion of designs that appeal to both gamers and art enthusiasts.
The plan ensures that the project's essence remains intact while effectively expanding its impact beyond niche communities.
My role
Timeline and Approval Process
I provided start.gg with a list of artists and documentation outlining the approval process for hiring and product creation. This ensures all artists and artwork are approved within the Microsoft ecosystem, keeping the project on track.
Product Development
I asked our chosen artist, Spif, to provide thumbnail sketches for 3-5 concepts surrounding the Start.gg brand while also being genuine to the Spif brand, brainstorming premises and ideas FIX THIS IDK
Graphic Design Assets
I was responsible for using Spif’s art direction and theme for our advertising efforts. This included promotional images for events as well as the merchandise itself.
Marketing and advertising
We chose Twitter to market the Start.gg Artist Select initiative to the Smash Bros. Melee community, as it's vibrant on the platform and offers reach beyond the immediate scene. Merchandise giveaways proved effective for engaging a broader audience.
By working with Start.gg developers, we used a ‘League’ page as our homepage instead of a basic shop page. This allowed us to integrate custom branding, design, and media while linking activations directly to the page.
Online and In-person activations
Given our limited budget to allocate to advertising activations, we ultimately decided to have two free events, one Mario Kart tournament online, and one in-person Mario Kart tournament connected to the afterparty one of the largest Smash Bros. tournaments of the year, Genesis.
The online Mario Kart tournament gained over 30 entrants, with the winner recieving a free merchandise item as a reward.
Impact and Conclusion
We grossed over $600 for the Spif team with minimal budget for planning, production, and advertising.
On the positive side, the promotional content, including photography and the SGG page, was well-received, sparking strong engagement through direct messages. Event t-shirts and personal connections at tournaments boosted sales, with exclusivity driving demand. Exploring Twitch ads could enhance future promotions.
However, we faced challenges like higher-than-expected product costs, limited social media impact, and competition from Genesis. The connection between Summit shops and products felt weak, and Twitter traction was low, suggesting Instagram may be more effective.
