{"id":3350,"date":"2017-02-09T15:04:06","date_gmt":"2017-02-09T14:04:06","guid":{"rendered":"https:\/\/esportsinsider.com\/?p=3350"},"modified":"2017-02-09T15:06:15","modified_gmt":"2017-02-09T14:06:15","slug":"toan-nguyen-jvm-sports-need-tell-story","status":"publish","type":"post","link":"https:\/\/esportsinsider.com\/2017\/02\/toan-nguyen-jvm-sports-need-tell-story","title":{"rendered":"Toan Nguyen &#8211; JvM Sports &#8211; You need to tell a story"},"content":{"rendered":"<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><b>Jung von Matt<\/b><span style=\"font-weight: 400;\"> is one of Germany\u2019s most established ad agencies and, in our humble opinion, the most exciting. Via its JvM Sports arm it recently penned a deal to enter esports with a partnership via <strong>mousesports<\/strong>.\u00a0<\/span><\/span><\/p>\n<figure id=\"attachment_3351\" aria-describedby=\"caption-attachment-3351\" style=\"width: 211px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-3351\" src=\"https:\/\/esportsinsider.com\/wp-content\/uploads\/2017\/02\/ToanNguyenJvM.jpg\" alt=\"\" width=\"211\" height=\"211\" srcset=\"https:\/\/esportsinsider.com\/wp-content\/uploads\/2017\/02\/ToanNguyenJvM.jpg 253w, https:\/\/esportsinsider.com\/wp-content\/uploads\/2017\/02\/ToanNguyenJvM-150x150.jpg 150w\" sizes=\"auto, (max-width: 211px) 100vw, 211px\" \/><figcaption id=\"caption-attachment-3351\" class=\"wp-caption-text\">Toan Nguyen, JvM Sports<\/figcaption><\/figure>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><span style=\"font-weight: 400;\">We spoke to <\/span><b>Toan Nguyen, Director at JvM Sports<\/b><span style=\"font-weight: 400;\"> about the move from their end, why it makes sense and what ad agencies can do for esports teams and the industry at large.<\/span><\/span><\/p>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><b>Esports Insider: How long have you been looking to get into esports and how did the deal with mouz come to be?<\/b><\/span><\/p>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><b>Toan: <\/b>As it happens, it\u00a0<span style=\"font-weight: 400;\">was a result of a series of happy accidents! \u00a0Last summer, my girlfriend was away for a weekend so I had a lot of Netflix time. I stumbled across the documentary <a href=\"http:\/\/www.imdb.com\/title\/tt4654328\/\">\u2018All Work. All Play\u2019<\/a> and thought to \u00a0myself \u2018Okay, you have to get into this market!\u2019.<\/span><\/span><\/p>\n<h3 style=\"text-align: center;\"><span id=\"with_the_arrival_of_major_players_like_visa_adidas_and_audi_others_are_certain_to_follow\">&#8220;With the arrival of major players like VISA, Adidas and Audi, others are certain to follow&#8221;<\/span><\/h3>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\">I then spent a lot of time analysing and watching the market before I bumped into\u00a0Cengiz (mousesports CEO Cengiz T\u00fcyl\u00fc) at a convention. The coffee was bad, but we had instant chemistry. You could say that my girlfriend pushed me into esports!<\/span><\/p>\n<p><b><span style=\"font-family: 'book antiqua', palatino, serif;\">Esports Insider: Why should an established org team up with a creative agency?<\/span><\/b><\/p>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><b>Toan:<\/b><span style=\"font-weight: 400;\"> There are two main reasons.\u00a0For starters, we have great access to, and understanding of, non-endemic brands and can thus help mousesports acquire\u00a0sponsorships in that segment. We know their products, their target groups, market and brand strategies.<\/span><\/span><\/p>\n<h3 style=\"text-align: center;\"><span id=\"in_todays_media_landscape_and_in_esports_in_particular_it_takes_more_than_just_sticking_your_logo_on_a_teams_shirt\">&#8220;In today\u2019s media landscape, and in esports in particular, it takes more than just sticking your logo on a team\u2019s shirt&#8221;<\/span><\/h3>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\">Secondly, we know how to activate those sponsorships in the right way. In today\u2019s media landscape, and in esports in particular, it takes more than just sticking your logo on a team\u2019s shirt. It\u2019s about creating value for sponsors, the team and the fans in terms of stories and creative work. And that\u2019s what we excel at. \u00a0<\/span><\/p>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><b>Esports Insider: What do the terms of the deal include &#8211; what type of content can we expect?<\/b><\/span><\/p>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><b>Toan: <\/b><span style=\"font-weight: 400;\">Like I said, we will be helping mousesports find non-endemic sponsors and activate said sponsorships. We are currently in negotiations with a few potential sponsoring candidates. Much of it is currently in the early stages, but we won\u2019t just go into the market and tell people \u2018Book this media space!\u2019. Instead, we\u2019ll say \u2018Tell this story!\u2019.<\/span><\/span><\/p>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\">If you look at traditional sports, you\u2019ll see that there is still plenty room for tha<\/span>t.<span style=\"font-family: 'book antiqua', palatino, serif;\"> There is, as yet, no such thing like \u2018the game before the game\u2019 (Beats by Dre) or \u2018Thank you mom\u2019 (P&amp;G) for esports.<\/span><\/p>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><b>Esports Insider: In your view, is catering esports fans as a whole fundamentally different to traditional sports fans in the same age bracket?<\/b><\/span><\/p>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><b>Toan:<\/b><\/span><span style=\"font-weight: 400;\"><span style=\"font-family: 'book antiqua', palatino, serif;\"> We believe it is because esports fans are a wholly\u00a0group than regular sports fans<\/span>.<\/span><\/p>\n<h3 style=\"text-align: center;\"><span id=\"we_wont_just_go_into_the_market_and_tell_people_book_this_media_space_instead_well_say_tell_this_story\">&#8220;We won\u2019t just go into the market and tell people \u2018Book this media space!\u2019. Instead, we\u2019ll say \u2018Tell this story!\u2019&#8221;<\/span><\/h3>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\">For one, it\u2019s a much more internationally-minded scene, everyone follows the casts in English. And there is a much stronger feeling of ownership by the fans. They have helped build the esports scene from the ground up themselves and thus feel strongly about it as &#8216;their&#8217; scene.This means they&#8217;re much more interested in what happens in the scene beyond individual teams or athletes than regular sports fans tend to be.<\/span><\/p>\n<h3 style=\"text-align: center;\"><span id=\"in_esports_there_is_a_much_stronger_feeling_of_ownership_by_the_fans\">&#8220;(In esports) There is a much stronger feeling of ownership by the fans&#8221;<\/span><\/h3>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\">There is also a huge difference in what the fans are attached to. Regular sports fans mainly support teams or individual players, whereas most esports fans (57%) say that their<\/span> <span style=\"font-family: 'book antiqua', palatino, serif;\">passion is connected to the game itself. This opens up new opportunities and challenges that you wouldn\u2019t have in traditional sports.<\/span><\/p>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><b>Esports Insider: What do you see as the next big step for the esports industry? What will the theme of 2017 be&#8230;negotiations over streaming rights looks set to play a major role? Where else do you see significant opportunity?<\/b><\/span><\/p>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\"><b>Toan: <\/b><span style=\"font-weight: 400;\">The negotiations for streaming rights will of course be huge, but I would guess that\u00a0<\/span><span style=\"font-weight: 400;\">the overall professionalisation of the scene will continue to play a big role.<\/span><\/span><\/p>\n<h3 style=\"text-align: center;\"><span id=\"most_esports_fans_57_say_that_their_passion_is_connected_to_the_game_itself_this_opens_up_new_opportunities_and_challenges_that_you_wouldnt_have_in_traditional_sports\">&#8220;Most esports fans (57%) say that their passion is connected to the game itself. This opens up new opportunities and challenges that you wouldn\u2019t have in traditional sports&#8221;<\/span><\/h3>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\">Associations like WESA will continue to bind and I believe that there will be more talks about player rights and exclusivities.<\/span><\/p>\n<p><span style=\"font-family: 'book antiqua', palatino, serif;\">Another huge factor will be the rising interest of non-endemic sponsors in the scene. With the arrival of major players like VISA, Adidas and Audi, others are certain to follow, which will mean more mainstream recognition for esports as a whole &#8211; along with some very creative and interesting activations. We are excited to see where the year takes us!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jung von Matt is one of Germany\u2019s most established ad agencies and, in our humble opinion, the most exciting. Via its JvM Sports arm it recently penned a deal to enter esports with a partnership via mousesports.\u00a0 Toan Nguyen, JvM Sports We spoke to Toan Nguyen, Director at JvM Sports about the move from their &hellip; <a href=\"https:\/\/esportsinsider.com\/2017\/02\/toan-nguyen-jvm-sports-need-tell-story\">Continued<\/a><\/p>\n","protected":false},"author":2,"featured_media":3366,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_lmt_disableupdate":"","_lmt_disable":"","esi_template":"default","excluded":false,"footnotes":""},"categories":[63,239,50,55,54,106],"tags":[1411,224,1413],"class_list":["post-3350","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-commercial","category-europe","category-features","category-esports-titles","category-interviews","category-latest-news","tag-jung-von-matt","tag-mousesports","tag-mouz"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.1 (Yoast SEO v24.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Toan Nguyen - JvM Sports - You need to tell a story<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/esportsinsider.com\/2017\/02\/toan-nguyen-jvm-sports-need-tell-story\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Toan Nguyen - JvM Sports - You need to tell a story\" \/>\n<meta property=\"og:url\" content=\"https:\/\/esportsinsider.com\/2017\/02\/toan-nguyen-jvm-sports-need-tell-story\" \/>\n<meta property=\"og:site_name\" content=\"Esports Insider\" \/>\n<meta property=\"article:published_time\" content=\"2017-02-09T14:04:06+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-02-09T14:06:15+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/esportsinsider.com\/wp-content\/uploads\/2017\/02\/14930314_l.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2508\" \/>\n\t<meta property=\"og:image:height\" content=\"1672\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Sam Cooke\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@esportsinsider\" \/>\n<meta name=\"twitter:site\" content=\"@esportsinsider\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sam Cooke\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\/\/esportsinsider.com\/2017\/02\/toan-nguyen-jvm-sports-need-tell-story#article\",\"isPartOf\":{\"@id\":\"https:\/\/esportsinsider.com\/2017\/02\/toan-nguyen-jvm-sports-need-tell-story\"},\"author\":{\"name\":\"Sam Cooke\",\"@id\":\"https:\/\/esportsinsider.com\/#\/schema\/person\/271e975e99b433142d49538f28a25605\"},\"headline\":\"Toan Nguyen &#8211; 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