Unlocked bridges the gap between esports and traditional broadcasting at IBC 2024, offering insights content creation, audio innovations, and data monetization.
Table of Contents
In the bustling media and entertainment world, a new kid on the block is making waves—esports.
However, what happens when you introduce this fast-paced, adrenaline-fueled world to the traditional broadcasting giants?
Enter Unlocked, the esports and gaming agency ready to rock the stage at IBC 2024 with a plan to connect the dots and draw an entirely new picture of the future of content creation.
Steven Leunens: From Call of Duty to Esports Innovator
Let us take a step back and meet the man who is steering this ship—Steven Leunens.
Picture this: it is 2004, and gaming is still a niche hobby, mostly confined to basements and internet cafes. But not for Steven.
He saw potential where others saw just pixels on a screen.
Starting his gaming team, he quickly turned it into one of the world’s most prominent Call of Duty communities.
That is no small feat, considering Call of Duty is a game where every second counts and teamwork is the name of the game.
Fast forward to 2008, and Steven is selling his venture to dive headfirst into the event business within the gaming industry.
Unlocked was born—a company that connects brands with the elusive Gen Z and Millennial audiences through creative, interactive experiences.
Marketing: It is Not Just About Ads Anymore
Remember the days when marketing was all about catchy jingles and flashy ads?
Well, those days are long gone. Esports is all about creating experiences that resonate.
“We are not just throwing ads at people,” says Steven. “We are crafting experiences that gamers want to engage with.”
Take, for instance, the year-long campaign Unlocked executed for a well-known snack brand within the Rocket League community.
Instead of slapping the brand’s logo on the screen, Unlocked revived an old gaming format, involved influencers, and turned the whole thing into a live-streamed competition.
It was a campaign that did not just engage the audience—it pulled them in and made them a part of the action.
Then, there was the partnership with a grooming brand at Gamescom, Europe’s biggest video game trade show.
Imagine playing your favorite game while getting a fresh haircut.
That is precisely what Unlocked did—they combined gaming competitions with a real-life barbershop experience, creating a buzz beyond just the gaming world.
Expanding the Conversation at IBC 2024: The Future is Now
After making a splash at last year’s IBC, Unlocked is back with a vengeance.
“Last year was about testing the waters,” Steven says. “This year, we are diving in headfirst.”
The goal?
To explore the intersection of esports and traditional broadcasting.
Moreover, it is a match made in heaven.
Esports is all about innovation in content creation—something that traditional broadcasters could use a dose of.
Day One: The Sound of Success—Audio in Esports
Let us talk about sound.
The actual role of audio in gaming and esports is more than the epic soundtracks or the thunderous applause from the crowd, and the actual role of audio in gaming and esports.
On the first day of IBC, Unlocked will explore how audio innovations designed explicitly for esports can enhance gameplay and viewer experience.
Think about it—what is more immersive than hearing every footstep, every reload, every whisper in the game?
Moreover, it is not just about gaming.
These audio innovations could revolutionize content in traditional broadcasting, too.
Day Two: The Gear That Makes It Happen—Hardware and Software Innovations
Day two is all about the nuts and bolts—the hardware and software that power esports productions.
With speakers from industry giants like Tinkerlist and Blackmagic Design, expect to hear about the cutting-edge tools revolutionizing how esports content is created and delivered.
However, it does not stop there.
These innovations are not just for esports; they are finding their way into more traditional broadcasting environments, proving that gaming and TV are more intertwined than we might think.
Day Three: Where Content Meets Fans—Engagement Strategies
If you think traditional sports have die-hard fans, you have never met an esports fan.
Day three will explore how leading esports teams like Team Vitality and Team Liquid are connecting with a younger, digitally native audience.
These teams will share how their content strategies resonate well with the Gen Z and Millennial crowd.
Spoiler alert: it is all about understanding the culture, speaking the language, and creating content that feels authentic.
Day Four: The Numbers Game—Data and Monetization
Finally, the grand finale—day four—will focus on the cold, complex numbers.
How do you monetize esports content?
How big is the industry?
Experts from companies like Loadout and Shikenso will explain how data-driven strategies shape the future of esports.
“It is not just about playing games,” Steven says.
“It is about understanding the data, knowing your audience, and creating content that not only entertains but also pays the bills.”
Why Traditional Broadcasters Should Care
So, why should traditional broadcasters care about esports?
Because it is not just a trend—it is the future. Esports represents a rapidly growing segment of the content production landscape, driven by a young, tech-savvy audience.
For broadcasters, understanding this space is not just about tapping into a new market; it is about adopting new strategies and technologies that can be applied across all areas of content production.
Whether leveraging data to understand better audience engagement or exploring new ways to create immersive, interactive experiences, the lessons from esports are increasingly relevant to broadcasters everywhere.
The Final Word: A New Era of Content
As Unlocked gears up for IBC 2024, one thing is clear—the lines between gaming and traditional broadcasting are blurring.
Moreover, that is not just a good thing—it is an exciting opportunity for innovation, collaboration, and growth.
So, whether you are a die-hard gamer or a seasoned broadcaster, there is something to learn from the world of esports.
And who knows?
Maybe the next big thing in broadcasting is not a new reality show or drama series—it is a Fortnite tournament, live-streamed to millions worldwide.
With that, Unlocked is ready to take center stage at IBC 2024, proving once again that the future is now regarding content creation.
About The Author
