This full lesson covers B2 of Unit 3: Enterprise and Entrepreneurship in eSports. The content covers includes; • Understanding and identifying customer behaviour, trends and needs. • Identifying competition and unique selling point (USP). • Investigating brand/advertising awareness. • Helping new product and/or service development. • Investigating feasibility of entry into new markets. • Meeting marketing objectives. • Identifying target market/audience of the product, fan base and consumer. • Identifying a gap in the market. • Identifying current market trends. • Investigating potential demand. • Understanding economic climate and place within the esports ecosystem. • Identifying business risks, including a competitor analysis. Images removed for copywrite reasons, you will need to add your own images e.g. business logos.

This full lesson covers D1 of BTEC Level 3 eSports Unit 3: Enterprise and Entrepreneurship in the eSports Industry, including; Pitching: presenting key elements of a business plan to prospective investors, with the intention of securing funding – know your audience, know your figures, practice. • Methods of presenting: pre-recording, oral, visual, onscreen videos and sharing, audio and video group calls, business and team chat apps, vlogs. • How to respond to potential investors’ questions: listening skills, asking for clarification, formulating appropriate responses. Images removed for copywrite reasons, you will need to add your own images e.g. business logos.

This full lesson covers A1: Principles of Branding an eSports Team for Unit 7: Producing an eSports Brand, including; • Branding: the elements that define the image, ethos and tone of an esports team and its associated products or services. • Brand: a characteristic name, symbol or shape that distinguishes a product or service from that of another esports team. • Brand portfolio: a collection of brands under the control of an esports team. • Types of brand: o esports team name and logo and variants of these for different applications and digital content, e.g. image-based, text-based or image and text based o product and product ranges, such as associated merchandise o people or persons, such as the gamers. • Use of branding: o new brands o brand extensions o sub-brands o product extension. • Target audiences for brands. • Consumers’/fans’/followers’ feelings about and connections with, a brand: o brand awareness and recognition of the brand o perceived qualities associated with the brand o loyalty to the brand. • Branding as part of the marketing mix (product, price, place, promotion, people, process and physical environment). • Esports teams including UK and globally based teams, e.g. Fnatic, Excel, London Royal Ravens, London Spitfire, Team Dignitas Images removed for copywrite reasons, you will need to add your own images e.g. business logos.

This full lesson covers A2: Brands as Assets for eSports Teams for BTEC Level 3 eSports Unit 7: Producing an eSports Brand, including; Value of a brand: the total financial value of a brand. • Brand equity (positive and negative): the differential effect that knowing the brand name has on a fan’s/follower’s/customer’s response to the brand and its marketing, the value of your brand beyond physical assets. • Customer equity: the value of customer/fan/follower relationships that a brand creates. • Protecting the brand: legal issues such as trademark registration, copyright, patent registration/IP (intellectual property) Images removed for copywrite reasons, you will need to add your own images e.g. business logos.

This full lesson covers A3: The Benefits and Limitations of Branding for an eSports Team for BTEC Level 3 eSports Unit 7: Producing an eSports Brand, including; differentiates from the competition and targets specific markets o increases customer/fan/follower engagement, market reach and sales o increases customer/fan/follower loyalty and customer/fan/follower advocates o can command premium prices/higher prices than non-branded products or services o reduces price sensitivity o increases value of the esports team o makes consumer choice and ability to recognise teams easier o strong brand awareness leads to high sales and high market share o increased power in the esports industry o brand portfolios allow esports teams to compete in many different marketplaces with a range of product lines or services. • Limitations of branding: o may take years to build a brand o high cost of promotion, keeping brand in the customers/fans/followers view o brands invite competition and copycats o high cost of research and development in ensuring brand continues to develop and lead the market Images removed for copywrite reasons, you will need to add your own images e.g. business logos.

This full lesson covers B1 Brand Planning and Content for a Brand Activation Brief of BTEC Level 3 eSports Unit 7: Producing an eSports Brand, including; Brand activation plan for a brand activation brief, e.g.: o scope and parameters o target market o objectives o client and target market needs: – research and scoping – concept visuals and drafts – budget and timescales. • Brand activation content, e.g.: o logos and variants of these for different applications o websites o social media pages o applications o designs for associated merchandise, such as gaming chairs, t-shirts.

This full lesson covers B3 Brand Activation Techniques for BTEC Level 3 eSports Unit 3: Producing an eSports Brand, including; Styling, presentation, art direction, immersive experiences. • Product segmentation: by theme, promotion, event and season; across the team and its online and offline merchandise. • Approach: themes/stories, co-ordination, colour/style blocks, complementary/ contrasting colours, repetition, mirror imaging and triangular formulation, focal points, branding/signage, mass display, micro-merchandising, demonstrations, fresh and relevant products and applications. • Imaging and online content: photography, lighting, text, image manipulation Images removed for copywrite reasons, you will need to add your own images e.g. business logos.

This full lesson covers B2 Spaces for Brand Activation for BTEC Level 3 eSports Unit 7: Producing an eSports Brand, including; Spaces for online merchandising, e.g.: o digital online pop-ups, applications o YouTube® adverts o television adverts on specialist channels o esports personality advertising o social media advertising o sponsorship of events/tournaments o sponsorship of associated merchandise, such as avatars. • Spaces for offline merchandising Images removed for copywrite reasons, you will need to add your own images e.g. business logos.

This full lesson covers B4: Communication Practice for Brand Activation for BTEC Level 3 eSports Unit 7: Producing an eSports Brand, including; • Brand activation: o images o experiential o formal elements o typography o materials o textures o lighting o scale o use of branding o signage. • Non-visual communication, e.g. sound and music, atmosphere and interaction. • Positioning and visibility, e.g.: o online placement: above the fold, landing page or websites and applications, consistency, accessibility, hierarchy, tournament/event spaces o composition – vertical or horizontal. • Ethical considerations, e.g. inclusivity, accessibility, age, vulnerable people, consent. Images removed for copywrite reasons, you will need to add your own images e.g. business logos.

This lesson covers C1 Design Creation of BTEC Level 3 eSports Unit 7: Producing an eSports Brand, including; Brand activation process, e.g. modelling of products/applications and prototyping, testing and feedback, revision and refinement, production.

This full lesson covers C3 Production Techniques and Processes for BTEC Level 3 eSports Unit 7: Producing an eSports Brand, including; • Media: o digital, e.g. images, colours, typography, videos, graphics, sound o physical associated merchandise fabric, design, ready-made objects. • Methods of creation: o design software, e.g. InDesign®, Photoshop®, vector images, Raptor o multimedia software: video, interaction o printing processes o media and material manipulation. • Design and brand protection, e.g. copyright, trademarks, registration. • Produce branded mock-ups of digital content: o apply principles of branding and style guide to produce digital branding for your defined audience o consider logo placement and positioning. • Design associated branded merchandise: o appeal to target market o consider logo placement and positioning. • Self-reflection and feedback from target market and whether this has met objectives, market and team needs

This full lesson covers BTEC Level 3 eSports Unit 4: Health Wellbeing and Fitness for eSport Players A2 Benefits of Activity, including; Social: o health agendas o community cohesion o reduce crime and anti-social behaviour o employment opportunities o alleviate work pressures and reduce workplace stress o escapism. • Financial: o profit o reduced cost to NHS o local economy. • Environmental: o keep green spaces o use natural spaces for recreation

This full lesson covers BTEC Level 3 eSports Unit 4: Health, Wellbeing and Fitness for eSport Players A1 Different Types of Physical Activity, including; Sport, e.g. team games, individual sports. • Physical recreation, e.g. walking, cycling. • Outdoor activities, e.g. rock climbing, mountain biking. • Physical education, e.g. national curriculum sports, dancing. • Physical fitness, e.g. fitness classes, yoga.