TOKYO GAME SHOW 2020 ONLINE REDEFINES CONVENTIONS AND LIVE COMMERCE.

TitleTOKYO GAME SHOW 2020 ONLINE REDEFINES CONVENTIONS AND LIVE COMMERCE.
BrandCOMPUTER ENTERTAINMENT SUPPLIER'S ASSOCIATION (CESA)
Product / ServiceTOKYO GAME SHOW 2020 ONLINE
CategoryC07. Customer Acquisition & Retention
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN

Credits

Name Company Position
Keiji/Go/Masami/Makoto/Hiroki/Masafumi/Akane/Shuntaro/Ryo/Kazuya /Yoko/Ryota/Daigo/Akinobu/Sei/Linus/Leigh/Scott/Kenji/Michael/Allan/Kosuke/Naomi/Juhyeong/Shiori/Miyuki/Junior/Shirase/Suman/Devi/Victo DENTSU Inc./DENTSU Inc./DENTSU Inc./DENTSU Inc./DENTSU Inc./DENTSU Inc./DENTSU Inc./DENTSU Inc./Dentsu Event Operations Inc./Dentsu Event Operations Inc./Amazon Japan G.K./Amazon Japan G.K./Amazon Jap Executive Account Director/Account Director/Planning Director/Planner/Planner/Planner/Planner/Producer/Operations Staff/Operations Staff/Manager, Entertainment Media/Sr. Marketing Manager/Sr. Vendor M

Why is this work relevant for Brand Experience & Activation?

The Tokyo Game Show is one of the top three gaming conventions in the world. In 2020, it held its first-ever full online convention due to Covid-19. The TGS 2020 ONLINE had to: 1) Generate traffic; 2) Drive sales; 3) Create a new revenue model and 4) Unlock a unique experience. To address these issues, we set up a special TGS venue on Amazon.co.jp for the first time, it was successful in delivering unprecedented excitement and experiences to many gaming fans around the world, and its first-ever live commerce contributed to sales increase for participating products too.

Background

The Tokyo Game Show is one of the top three gaming conventions in the world and marks its 24th year in 2020. Through TGS, CESA promotes the computer entertainment industry (centered on home use of personal computer games and related services), in order to contribute to healthy enhancement of the Japanese industry and enrichment of consumer lifestyles. In 2019, approximately 260,000 visitors came to the venue and 650 domestic / international companies participated in the event. In 2020, TGS was going to hold its first-ever full online convention due to Covid-19. Going online meant that we would lose revenue stream from admission fees. Therefore, we had to create an event with traction, provide new value for TGS and meet the expectations of gaming-related companies and fans.

Describe the creative idea (20% of vote)

To address these issues, we set up a special TGS venue on Amazon.co.jp. So why did we choose Amazon? Amazon gains overwhelming traction against their customers, plus users are very familiar with their online shopping tool. Collaborating with Amazon would enable users to enjoy shopping while watching TGS Online, and this usability could drive sales. All TGS experiences, from the eSports tournament, sponsored programs up to the Japan Game Awards, were livestreamed on Amazon.co.jp. We also implemented a first-ever compelling live commerce function, where a new cart appeared whenever the product information was lifted on live streaming. The TGS was successful in delivering excitement to gaming fans around the world, and its first-ever live commerce contributed to sales increase for participating products too. As a result, we were able to redefine conventions and live commerce.

Describe the strategy (20% of vote)

The TGS Online had to: 1) Generate traffic; 2) Drive sales; 3) Create a new revenue model and 4) Unlock a unique experience. We expected livestreaming to be our main feature, but product sales and TGS’s value proposition of serendipity (all the booths sitting next to each other) were also key. We decided to collaborate with Amazon to build the same experience, drive high sales and usability. As Amazon did not have experience in livestreaming for 4 days, we made a proposal that would enable them to do so and that was the beginning of the project. The collaboration not only creates serendipity but would also attract new users who never visited the show. Moreover, it would enable TGS’s first-ever live commerce for an innovative TGS experience.

Describe the execution (30% of vote)

A special TGS venue was set up on Amazon because they gain overwhelming traction against their customers, plus users are very familiar with their online shopping tool. This enabled users to enjoy shopping while watching TGS Online on all 4 days from 24 Sep to 27 Sep. All TGS experiences, from the eSports tournament, sponsored programs up to the Japan Game Awards, were livestreamed on Amazon. TGS also implemented a compelling first-ever live commerce function, where a new cart appeared whenever the product information was lifted on livestreaming. Revenues from sponsoring Amazon's special site was the new source of all production expenses.

List the results (30% of vote)

The TGS Online offered their first-ever live commerce which contributed to sales for participating products. Compared to the previous year when TGS was held physically at Makuhari Messe, TGS Online attracted 216% more visitors, generating 540,000 unique users. 24.7% of our visitors purchased goods, contributing to 650 million yen with 65,000 units sold. The event produced substantial results for sponsors who participated in Amazon’s special site too. Their sales uplift was 51.6% on average compared to the previous month before taking part in the event. Gaming fans around the world were amazed that they were able to make purchases on Amazon while watching livestreaming and sent a lot of favorable comments to TGS Online. With the above, we redefined conventions and created a new value with live commerce.

Links

Website URL