Women of esports: Crystal Dugan, Head of Marketing for Bionik and My Arcade

In our proceeding collection on ladies in video video games and esports, we’re speaking to Crystal Dugan, Head of Advertising and marketing for Bionik and My Arcade. Dugan oversees emblem projects throughout each systems for Bionik’s line of gaming equipment and My Arcade’s selection of unfashionable gaming machines and merchandise. A kind of merchandise is a collection of headphones that is helping esports avid gamers pay attention and unencumber warmth whilst they’re enjoying. 

Dugan may be liable for riding emblem reputation, launching new merchandise, growing internet content material, and managing social media efforts throughout each manufacturers. She instructed SYFY FANGRRLS all about running at the social media facet, her lifelong love of gaming, and recommendation for purchasing into the business.

Let us know about what your activity includes and what the day by day is like for you.

Positive. Mainly, I head two of our gaming manufacturers, which is named Bionik, which is for extra automotive gaming. It is in point of fact cool and distinctive pieces for the Transfer, PS4, Xbox, the entire primary consoles. The opposite emblem is My Arcade, which is one of these a laugh emblem as a result of it is all unfashionable stuff; PAC-MAN, Galaga, the entire in point of fact cool unfashionable titles that you realize and love. As the pinnacle of promoting, I roughly deal with the whole thing that roughly falls below the umbrella of promoting, whether or not it is the social media or running with our out of doors PR corporate. I do have a small group that works beneath me, and they are nice. All of the e mail advertising and marketing, anything else that is going into our web site, and such things as that. It is a little bit loopy. After all, we have now our large occasions like E3 that I am certain you may have heard of. We are in fact making plans for CES. I do not know if you happen to cross to that one, however it is in January. We are roughly within the trenches with that one presently. We now have a in point of fact cool sales space arrange this 12 months, and it is for the My Arcade emblem and I am tremendous fascinated about it as a result of it is like an arcade. How are you able to now not be excited?

In what tactics do you have interaction with esports?

So, [in] esports we are having a look at for extra of the Bionik emblem. We have not checked out it for the unfashionable band at this second, however I’ve been in talks with a few groups to look if we will be able to kinda get concerned with that area. I feel esports is in point of fact cool and we have now some upcoming merchandise that’ll paintings in point of fact smartly with it so we certainly need to get concerned with that, too, however extra for Bionik at this level simply because it is extra equipment that they might play with.

Are you able to let us know just a little bit about one of the vital equipment?

Yeah, we have now this in point of fact cool headset that we in fact introduced at E3, and it is referred to as the Aries and it has got this in point of fact cool tech in it. It’s were given a carbon fiber form of light-weight band, and it has other items that you’ll interchange to cause them to really feel extra custom designed. The good factor is the patent-pending generation that we’ve got referred to as Air8, and mainly, you’ll transfer the real over-ear pad issues open and shut. A large number of avid gamers, their ears get in point of fact sizzling when they are gaming so they are able to open it to permit the airflow in… I do know that a large number of avid gamers have pals or important others with them within the room, they are able to simply flip it open and listen to them and have a dialog with them as smartly, whilst now not dropping that over-ear form of really feel with the gaming. I am in point of fact fascinated about the ones. I in fact want a new pair of gaming headsets for myself so I am seeking to dangle till the ones are in a position. I am simply looking forward to those as a result of they are tremendous light-weight. They are stressed which I in fact want over wi-fi — I do not know, there may be simply one thing about it and I am in point of fact lazy. I do not love to fee issues. So I am in point of fact fascinated about it. It comes with bass spice up, too, so you’ll in point of fact crank up the bass if you happen to in point of fact need and I am roughly a type of sorts so I am in point of fact fascinated about the ones.

Let us know just a little bit about how you were given into this occupation to start with. 

I have at all times been a gamer, all my existence. I began when I used to be a child with my brother with the NES. It is at all times been an intriguing business for me and I am a nerd basically so that is simply one thing I am simply attracted to. A pair years in the past, I noticed a posting for this corporate and I used to be doing advertising and marketing, at, imagine it or now not, an insurance coverage position, I used to be at an insurance coverage corporate, and I met with my now-boss who is the inventive director and I simply roughly fell in love with this position and his imaginative and prescient. It labored out and I am so glad to be on this business. I really like my activity. I do know the business in point of fact smartly and it is one thing that it simply feels herbal, you realize?

What kind of recommendation would you give to people who find themselves seeking to get into this facet of the trade? One of the vital issues we need to do with this collection is spotlight other portions of the gaming business that individuals can get into.

Such as you mentioned, there are a large number of other facets and paths on this business. It is not all in regards to the console makers or those that make the video games. There is additionally like what we are doing is equipment so it is a little bit other. So there in point of fact are a ton of avenues. I might suggest having a look into one that most nearly fits your pastime. I really like those unfashionable machines we make and that’s the reason as a result of I am tremendous into unfashionable gaming. I feel it makes a distinction if you find yourself in point of fact one thing, it in point of fact displays via. It makes it really easy to speak to other folks and those displays and do interviews and issues as a result of it is in point of fact one thing I will be able to relate to everyone with. I might certainly take a look at what forms of paths are to be had and in point of fact do your analysis at the business itself. I feel it does take so much to grasp what the tendencies are within the business and such things as that. For example, the unfashionable factor is massive presently so figuring out that and kinda bringing that into, if you find yourself moving into to interview or on the lookout for corporations you wish to have to paintings for, know what business they are in. Understand it after which use that to leverage your self.

Let us know some extra in regards to the unfashionable gaming machines as a result of I have been enjoying since PAC-MAN , so I very a lot recognize unfashionable.

Neatly, we have now a PAC-MAN. So they are in fact six inches tall. They are referred to as a micro-player. They are roughly like a collector’s collection, kinda just like the Pop figures. You need to get all of them. It is roughly the similar factor the place it is the cupboard, we paintings in point of fact carefully with our licensors. For example, PAC-MAN is Bandai Namco so we labored in point of fact carefully with them to ensure that the cupboard art work is in point of fact unique and is in point of fact harking back to the unique ones. After which we additionally be offering a larger 10-inch model, which has the entire Bandai Namco heads so it has PAC-MAN, Galaga, Dig Dug, Galaxian, Mappy, Splatterhouse, which is one in all my favorites. So we have now those other cupboards. They are in point of fact nice. We are going to proceed to paintings with increasingly more licensors. We now have a brand new, we now have achieved Knowledge East and Bandai Namco to this point after which CES, we are pronouncing a brand spanking new partnership which is in point of fact thrilling and I will be able to’t say but, however it is gonna be in point of fact thrilling.

In the case of the social media paintings that you simply do, how do you set up that at a time when social media will also be lovely intense?

I need to inform you this is in fact some of the toughest facets. It is simply, either one of those manufacturers are more moderen so we are just about development from the bottom up. I wasn’t getting into, hello we have already got tens of millions of fans, simply set up it. This is more or less one thing we are development from the bottom up for the previous 12 months or two. It’s difficult, particularly if you have more than one manufacturers. It is very time eating and you wish to have to do content material, create content material that in point of fact connects together with your audience and it is in point of fact necessary to me to have interaction them in dialog and feature an ongoing dialog and every now and then that may even lend a hand with product analysis and such things as that. I feel social media is a vital side of the full advertising and marketing activity, however it’s once more, one of the crucial difficult.

How have you ever noticed issues converting within the online game business because you began on this facet of the trade?

You understand, it is fascinating. A large number of it has moved against on-line gaming verse…now not essentially on-line gaming, however buying video games on-line now. So after I began, everybody used to be purchasing their video games in retailer and now you’ll simply obtain them for your precise instrument and such things as that which has brought about a large trade in bodily retail places and issues. It is roughly getting rid of one of the vital standard assets of the place we’d achieve our finish buyer. So, in point of fact many of the stuff has moved on-line as opposed to being extra bodily in retail outlets so a web based presence is so a lot more necessary than it used to be even only a couple years in the past.

Are there any new tasks that you’ll discuss that you wish to have to advertise?

We’re introducing the… I roughly in brief discussed the 10 inch Namco Museum Arcade device. It is so cool. I adore it. It is popping out in December. You’ll be able to begin to see it on retailer cabinets, nevertheless it has 20 Bandai Namco heads and prefer I mentioned PAC-MAN and all the ones nice ones. I am in point of fact fascinated about that one. I feel that’ll be a in point of fact a laugh, large nostalgic piece on account of the sort large hits that’ll be in.

You’ll be able to practice My Arcade @myarcaderetro on Twitter and Instagram, and Bionik @bionikgaming on Twitter and Instagram by way of following the hyperlinks. 

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