For any team, alongside their performance during matches, they must also create media content outside of the game. Each team from different regions has its own way of communicating. For example, T1 focuses heavily on international platforms. Though the content revolves around the professional aspects, broadcast schedules… of the players, T1 has Faker – the only unique aspect compared to the rest of the League of Legends scene.
Other teams without Faker build content tailored to their fanbase. For instance, G2 Esports often creates humorous, relatable content with the players as the main characters. This team is regarded as the “content king” of the LEC and the global League of Legends scene not only for their strong performance but also for their “one-of-a-kind” content. G2 even self-deprecates if their team doesn’t perform well.
In VCS, for many recent seasons, SE has been seen as the “content king”. This team frequently produces “loud” content despite not achieving the desired results. However, SE’s content always attracts a lot of controversial opinions. Many viewers believe that SE needs to improve their competitive performance alongside investing in media. Otherwise, this team will only be known as “created for content”.
But in Spring 2023, if we have to point out the real “content king”, it is GAM Esports. This season, GAM is not just creating content like GAMLIFE in the past. They are investing more in visual content that is closer to the audience. The speed of content creation by GAM is also very fast, almost just a few minutes after the match ends.
However, the biggest difference that sets GAM apart from SE is their competitive achievements. GAM has won all their matches so far, and clearly, all the “loud” or sarcastic content from GAM has a solid foundation. Moreover, GAM has a reputation, and their content is entirely “clean”, not relying on any individual to attract attention. Therefore, GAM is favored by the majority of the League of Legends community in Vietnam.
Since its establishment, SE has almost always lost to GAM on all fronts. And perhaps, in the area of content, which was supposed to be their strong suit, SE is also falling behind the reigning VCS champion.