VALORANT

CAMPAIGN PROPOSAL
#thinuathimai
OUTLINE

01 02 03 04

RESEARCH TARGET IDEA DEPLOYMENT

AND ANALYSIS AUDIENCE RECOMMENDATION PLAN
● MARKET OVERVIEW ● ANALYSIS ● CONCEPT ● MESSAGE
● TREND ● INSIGHT ● CHARACTERISTICS ● IDEAS
● BEHAVIOR ● DEVELOPMENT DESCRIPTION
SCALE ● EXECUTIVE PLAN
AND BUDGET

03
MARKET OVERVIEW
ESPORTS
In the past few years, esports has grown to become a
seriously influential platform through which people
craft identities, establish online presences, and
connect with the outside world.
In Vietnam, the current eSports player community
has reached more than 32.8 million people and is
one of the important factors creating the success of
Game businesses in the Vietnamese market such as
Garena, VTC or SohaGame, especially VNG.
The development of eSports in Vietnam has created
opportunities for the country to become the "host
country" of many international eSports tournaments
watched by millions of spectators around the globe
such as: Mid Season Invitational 2019, Arena of
Valor World Cup 2019, Arena of Survival, Arena of
Fame,etc.
VALORANT
The game was originally announced in October 2019 as
Project A, and League of Legends developer Riot Games
officially announced it as Valorant a few months later.
Although Valorant is just a newbie in FPS genre, right
from its launch, it has received the attention of a large
number of gaming communities, especially Riot fans.
Therefore, there have been many reviews, especially
from famous gamers and streamers. However, Valorant
is still facing a lot of pressure from gamers because
competitors and other gamers think that Valorant can
make a new wave but is not qualified to play against CS:
GO, etc.
09
 COMPETITORS
Valorant's
Opportunities
● Top anti-hack system:
Riot-Anti-Cheat
● Eye-catching, modern
game graphics
● The pace in the game is
not too high, suitable for
many players, especially
for new players or those
who can't play CSGO.
● New point: The special
skills of the agents in the
game will exploit the
creativity of the player's
strategy
CS:GO CROSS FIRE OVERWATCH
A 12-year-old game,
Has been released for
a long time and has a with a fairly new way of
Released in 2016,
bringing a new storyline
certain loyal player file playing right from the compared to the old FPS
STRENGTH
in large numbers. moment it was series. Fast play speed.
Take Valorant as a released. Considered a There is no team
motivation to develop. legend of online FPS deathmatch game mode.
games. Light game Short time, no need to try
capacity only 2GB hard
The pace in the game of Many players had to
There are too many new
CSGO is quite high, it needs leave their community
competitors being launched
a high concentration of because of too many
on the market, which has
gamers. Many gamers toxic players in
led to VTC INTECOM
reflect that they can't stand
WEAKNESS
announcing to stop Overwatch.
the pace of the game when Cost to download.
providing CF game services
it's too high, and this is not a on July 1, 2020.
game for them to entertain. The game publisher still
Besides, it is common to cannot fix the error of
encounter hacks when having a hack when
playing games experiencing the game. The
signature Ghost mode has
been removed. 09
ABOUT VALORANT
Strength
● Qualified Anti-hack system
● Extremely configuration, bright
graphics easy to see.
● The gameplay combines both CS: GO
and Overwatch.
● A very fast game, good entertainment.
Threaten
● There are too many strong opponents
in the same game gerne on the market
like CS: GO, Overwatch, etc.
● Prejudices about games in general and
Valorant in particular in the minds of
audience so they are afraid of playing.
Problem:
Weakness
● Not really a highlight.
● The number of skills is much but not
really as powerful as Overwatch.
● It is not clear which object will be
hit, casual or tryhard.
Opportunity
● Although it is a newly released game, it
has attracted a lot of attention from
the gamer community, especially Riot
fans, which partly thanks to the push
of marketing.
● Esport is significantly developing in
Vietnam and win many people.
LACK OF USER EXPERIENCE
09
CUSTOMER JOURNEY
Have interest and research
First assessment on through review on Youtube, Join official web
Facebook basic information on Google Download game to PC

Join official event

Playing game and have Love the game and take part
first real impression in Valorant tournaments

09
 3C TRUTH
● Play the game to find new experiences,
but the old FPS games are no different
with the fighting concepts between the two
teams, equipping players with only
essential equipment such as guns, bombs
and smoke ,...
● The game environment of FPS titles has
many cheats
● Many games have many errors, do not
update regularly -> many complaints
from players
● FPS games are often fast-paced, making it
● Enhance the creativity and
tactics of players to bring victory
Category's Valorant's to their team through the player's
Truth Truth individual skills, character control
thinking and the ability to
coordinate with teammates.
● The configuration is not too high
to be able to play on many different
types of computers
● Game speed is slower, even
Customer's non-users can adapt and play

Truth
difficult for new FPS gamer or ● High quality free game
non-users to play

● Players aged 18 to 25 - interested in innovations in technology, ready to find and experience an FPS game with unique
and new features compared to the old FPS series, can show the creativity and thinking of the player. Playing stimulating
games to relieve stress and achieve in-game achievements will make them satisfied. Besides, limiting the phenomenon
of hacking encountered in the game is also a top factor that they care about
● In addition, they are also interested in tournaments and events held in the game. Enjoy interacting, meeting and
integrating into the gaming community to expand relationships with people with similar interests
09
CUSTOMER PERSONA
AGE 18-25 years old
Concern
●
●
Update new technology
Game: Exploration, Open-world, Strong
about narrative or story, Multiplayers or Socials
INCOME from $500 up to $1000 Feature, Game Theme or setting

LOCATION Ha Noi & Ho Chi Minh City

● Spend at least 2 hours a day doing
activities related to the game (playing,
watching, streaming, socialize with
● Social Media: Behaviour other gamers, ...)
Facebook (Gaming
Group), Tiktok ● Often uses social media, participates in
● Website: GameK, gamers communities
Game4v, Gearvn,
Media Game8, Motgame,
Preferences Gamehub,...
● Youtube Channel: Reason Experience an FPS game that emphasizes
Streamers' Channel
(Bomman, MixiGaming, to play the creativity of players, released by Riot
Games with advanced anti-hacking
Pino, TUI TEN BO, Dev
Nguyen,...
technology Riot-Anti-Cheat.

09
INSIGHT & BIG IDEA
INSIGHT
I like FPS game because it brings excitement and extraordinary moment that only have in gun battle. It
helps me escape the tough reality and relieve stress after long hours working.
However, most of FPS games are:
- Have little differences: limited to a certain playstyle-bị giới hạn trong một lối chơi nhất định
- Require high skill: I have to try hard and unable to enjoy the moment
- And a lot of cheating player (pissed-off mood)
I look for a FPS game that not only gives me the joy of shooting, but also let me unleash my own
shooting styles and experience more creative gun battles.

BIG IDEA
“SPRAY YOUR COLOR”
09
 DEPLOYMENT PLAN
Trigger Engage
Time From March 2022 to June 2022 From July 2022 to October 2022

Attract attention Increase player's experiences

Objectives Increase awareness about agents and skill Trying the agent and enjoy the battle
combat

Key Hook Pick your Color Spray your Color

Supporting Tactics KOLs, PR Articles, Social Media

Eliminate stereotypes about Valorant.

Brand Role Help players choose their own color and Inspiring creative players
play style

09
 PHASE 1: TRIGGER

01 02
PICK YOUR
COLOR
Key Hook

VR COLOR CODE
EXPERIENCES Sharing tips for
Gun shooting player about Agents'
experiences Characteristics
through VR

06
 AR EXPERIENCES COLOR CODE

Valorant’s AR Battle Room

● Outside the house, there are some AR
A room filled with interactive touch screens -
OOH that could draw walker attention.
simulates any area of Valorant as an escape
They have to do the check-in as a
room game version. In this room, attendees will
condition to join the house (post on
have the opportunity to transform into a game
Facebook, invite friends, hashtag,etc.
character and enjoy the game and develop any
of their shooting style.
● Besides, participants could have chance to
play online with some KOLs as a shooting
battle if they win the game in house. (Base
on a certain mark)

● The rest will receive merchandise.

04
 VR EXPERIENCES
● A Beginner's Guide to Valorant:
The KOLs upload video tips on how
to play valorant for beginners,
longtime players, etc.
● Analyze the gameplay
characteristics of each agent
according to the existing
experience of KOLs or highlight
moment clips of famous streamers
in the Valorant world such as:
Shroud (find streamers in Vietnam
and around the world)
COLOR CODE
● During the campaign, anyone
can download or play:
Download Valorant and get
sticker packs on facebook
and react Valorant button.
● Color code online show
established on Facebook and
Tiktok: Playing styles of every
gamers will be exhibited and
voted by everyone.
04
 PHASE 2: ENGAGEMENT
SPRAY YOUR
COLOR

01 01
Key Hook

UNIQUE SHOWMATCH
HIGHLIGHTS WITH KOLS
Showmatch with 4 teams
“Unique Highlights"
which is including players
competition on TikTok
and KOLs

09
 UNIQUE HIGHLIGHTS SHOWMATCH WITH KOLS
Support tactics
Launching ‘Best Moment’
competition on TikTok.
Upload quality video on others platform of
Gamers showcase their
Valorant to celebrate gamers ‘ creativity and
greatest moment and creative
skills.
ways to use agents.
Create a series content from the
competition to post on Facebook

Involve gamer streamers into the

To attract more participants, the
rewards are Valorant
merchadises and Valorant points
competitions as special guests. They will
help promotes the competition on their
Livestreams and Fanpages

Update the competition information

on Valorant social channels.
● Create a trend in the gamer community
● Attract attention and raise players
awareness about the ‘creative’ aspects
Goal ●
of Valoratnt
Prove that Valorant is unique, not a
Top 20 ‘most love TikTok’ will receive a ticket to false combo of CS:GO and LoL.
‘Showmatch with KOLs’

04
 UNIQUE HIGHLIGHTS SHOWMATCH WITH KOLS
Participants
There are 20 players (4 teams) including
● 8 KOLs: Bomman, Taikon, Dev Nguyen, Pino, Rambo, QNT, Snake and
Aliciameo
● 12 players chosen from Top 9 players which has the highest score in VR
Shooting Experience
● Top 3 players which has the highest vote in TikTok Unique Moment Challenges
Using AI, tracking players' experiences, ranks and winning rate for fair team division

Channel
All these showmatch will be livestreamed on Valorant's social media platforms and
KOLs' own channels

Award
These showmatch mainly focus on communication between gamers and players so
award won't be too important a part. However, we will still have the prizes sorted for
the First, Second and Third place teams, as follows:
● First prize: 20 million VND
● Second prize: 10 million VND
● Third prize: 5 million VND

Notice:
Online or Offline showmatch depends on complicated situation of the covid-19 epidemic 04
 TIMELINE
March April May June

W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4

AR Experiences Gun shooting experiences through AR booth

PHASE 1

Messenger's Sticker Package

Guide for Beginners
Facebook’s react Valorant button
Color Code
Analyze Agents' Characteristics

July August September October

W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4

Unique Highlight Competition Announce winners

PHASE 2

Series ‘Highlight’ on Facebook

Showmatch with KOLs KOLs promotes the TikTok competition Showmatch with KOLs
BUDGET

AR Booth
55.6%

09
THANK
YOU!