ReadyUp enters Asia market and raises round from Cyberathlete Professional
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ReadyUp, which helps game companies organize fan communities, is entering the Asian market and has raised a Cyberathlete Professional round. The company did not disclose the exact amount raised.
San Francisco-based ReadyUp has created a software-as-a-service platform that game publishers, content creators and event planners can use to organically inspire fan communities to discover, s ‘engage and deal with the events they love.
Alemania said that ReadyUp helps communities find the events they love by integrating and organically presenting events as content – not marketing or paid advertising. And the company helps its customers achieve their business goals by allowing fans to add events to their calendars, share, and engage the event through actions like watch, sign up, or buy.
ReadyUp automatically inserts a calendar reminder for an event if a fan notices that they wish to attend. It works extremely well to keep the fan coming back without having to spend the money on an ad reminding them of the event.
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“What we do is help our clients drive the organic discovery and engagement of their events,” said Alemania. “Our software as a service drives communities to engage and deal with a lot of events.”
The company’s customers have realized that if they do a good job of organizing, these fans become the game company’s biggest word-of-mouth advertisers.
“When you’re a fan, you don’t see the creators as trying to sell you something. You see it as content, ”Alemania said. “We took that concept, and instead of presenting these events as marketing or advertising, which turns these people off, we bring it to them in the form of content. We take those events and organically integrate them into communities like Twitch, like Discord, like someone’s website. That’s why Cyberathlete has invested in us.
Engagement rather than publicity
And that means the company doesn’t have to spend that much on user acquisition and other advertising, CEO Roderick Alemania said in an interview with GamesBeat.
“Our clients can be video game publishers, content creators, streamers, influencers, esports teams or a TV show,” Alemania said. “If these event planners don’t bring people in, they don’t have a business. It’s pretty straightforward. And that’s exactly what we are doing. We help them solve this problem.
With Twitch, ReadyUp can add a Twitch extension that has a call to action, such as adding an upcoming event to your calendar. It immediately appears on your phone or desktop calendar.
“They are shareable so people can share it with friends,” Alemania said. “You put in call-to-action options like registering for the event or buying a ticket. All of this is programmed by you. You can change it and it is dynamic.
The money comes from Singapore-based Cyberathlete, the owner of Cyberathlete Professional League (CPL), a 25-year-old esports brand.
The ReadyUp service is integrated with communities such as Twitch, Discord and social media platforms. For example, ReadyUp’s Twitch extension acts as a modular, interactive list of content in a Twitch channel for audiences to discover, add to a calendar, and participate in events. Thanks to a simple design, ReadyUp only takes a few minutes to deploy to any community, Alemania said.
Cyberathlete started out as an esports tournament organizer with Olympic ambitions. I remember going to his events in San Francisco where he hoped to spark the same passion for esports that people had for traditional sports. Johnathan “Fatal1ty” Wendell, an esports farmer and co-founder of ReadyUp, used to participate in these tournaments. Now Cyberathlete has focused on content creation and e-commerce. And CEO Scott Valencia said Cyberathlete only succeeds if it can get players, students and fans to participate in its events.
He said the results show that ReadyUp delivers organic engagement at scale for its customers, and that’s why the company decided to invest. He said Cyberathlete will help ReadyUp grow in Asia.
Alemania said the growth of the business has been rapid.
“When you look at these Twitch communities, we’ve engaged with millions of users over the past 30 days,” Alemania said. “But more importantly, we generate these engagements and pretty high conversion rates. We see an average conversion rate for people of around 8%. ”
This means that around 8% will click on something like a calendar item and participate in the event. One of the clients was NBC, who used ReadyUp to chat with fans on a Twitch channel for the Olympics.
“It was really, really successful,” he said. “We got them up and running in literally less than a day. They gave us all of their assets, we recorded the events, and then we put them online. We initially saw the use case of esports in games, but we’re talking to all the big TV shows and sporting events.
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