Innovative Experiences and Immersive Worlds

InVision Communications’ Impact on Esports

John Emmaneel on Crafting Unforgettable Esports Campaigns and the Future of Audience Engagement

In the fast-paced world of esports, standing out requires creativity, innovation, and a deep understanding of the audience. John Emmaneel, SVP of New Vertical Markets and Chicago GM at InVision Communications, brings over 15 years of experience in gaming campaigns to the table. With a passion for creating immersive experiences, John has helped shape InVision’s Gaming and Entertainment Practice, forging strong partnerships and delivering memorable programs and events with top names in the gaming industry such as Square Enix, Dell Alienware, and Sony. We spoke with John about InVision’s role in esports, their standout campaigns, and the future of audience engagement.

Can you highlight a few campaigns your agency has created that are tailored to the esports audience?

Absolutely. One standout event was the FINAL FANTASY XIV Fan Festival for Square Enix, where we celebrated the game’s 10-year anniversary with over two days of activities, including developer panels, an esports tournament, and a concert by THE PRIMALS. Another was the Phoenix Labs’ Fae Farm booth at PAX West, which attracted nearly 30,000 attendees daily with its immersive homestead experience. Lastly, we designed CitizenCon 2953 for Cloud Imperium Games, transforming the LA Convention Center into an immersive universe with a main stage and expo hall representing the Pyro system.

How do you approach marketing in an industry as dynamic as esports?

We view every opportunity as a chance to create connected experiences across multiple events and touchpoints. Our strategy is nimble and multi-faceted, placing the fan at the center. By understanding fan preferences and behaviors, we craft engaging content and experiences that build communities, drive brand affinity, and increase loyalty. Our InVision Immersive Experience Center continuously develops digital innovations, ensuring we stay ahead in this fast-changing world.

Which campaign are you most proud of, and what impact did it have on your client’s objectives in the esports industry?

I’m particularly proud of our work with Square Enix on the FINAL FANTASY XIV Fan Fest 2023. This event was a pivotal moment for Square Enix to show appreciation for the FFXIV community. We crafted an immersive festival floor, recreating five iconic in-game worlds and offering fans tangible interactions. The result was over 325,000 social media impressions, significantly exceeding fans’ expectations and deepening their loyalty to the game and the brand.

Why did your agency join ESTA?

Our focus on gaming and esports experiences led us to join ESTA Membership has provided valuable insights into the esports community and the entrepreneurial sector driving this forward-looking industry. Through ESTA, we’ve gained a deeper understanding of the fan community and the trends shaping the future of esports.

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