Mercedes, Caedrel catch Twitch chat’s attention during Worlds 2023 Play-In
The League of Legends 2023 World Championship is one of the biggest events on the yearly esports calendar. Offering some of the highest prize money for any competition in the industry, it is followed by millions and reaches a few millions more in various other ways.
Since it boasts some of the biggest players and teams in the world, there’s lots of chatter among fans online and in the chat of various platforms broadcasting the League of Legends competition. We will look at the latter today to figure out which brands and channels have been among the more discussed topics among viewers.
Most mentioned sponsors in chat during Play-In of Worlds 2023
Of course, at an event as grand and visible as the 2023 World Championship, major companies are bound to be tied to it as sponsors. This also means that audiences will be busy not only checking out the action but also discussing the various happenings in and around the arena, including what role sponsor companies have been playing.
To this effect, the most mentioned talked about across the two rounds of the Play-In stage included some high-profile names. Topping the list is Mercedes with 2.815 mentions, in no small part thanks to its The Hunt for Glory campaign alongside Riot Games.
As part of their long-standing collaboration, and further to the German luxury car manufacturer's capacity as the official automotive partner, a series of challenges have been activated for fans, who have the opportunity to win Mercedes-Benz Hextech Chests and epic skins. That is why some popular chat terms related to the company were mercedesgiveaway, mercedeschest, and mercedesrefund.
Interestingly, over 90% of Mercedes mentions were chat commands from users, like !mercedesgiveaway, !mercedescargiveaway, and !mercedeschest. Moreover, a whopping 10.8% of these commands were sent by two users alone — novemberchills and phoneman_btw — who seemed oddly fixated on trying to win The Hunt for Glory prizes.
In second is Mastercard with 511 mentions, with around half of these being the !mastercardmoney command (all commands in total took up 51.6% of all the mentions). Again, novemberchills and phoneman_btw sent 27.3% of those commands, while they combined with another user — mercedes_giveaway — to take up 35.7% of those commands.
Rounding off the top three is Red Bull (347 mentions); the energy drink giant remains one of the most visible and active sponsors of events across the sports and esports fields. Around 37% of the corporation's mentions were hashtags like redbullpowerup, redbullgiveaway, and redbull.
The rest of the top ten consists of global leaders like Verizon, Amazon, Cisco, OPPO, OnePlus, and Secretlab. Most of these firms conducted giveaways for fans watching the action, which served them well if the most mentioned words related to them were anything to go by.
On a side note, the three most mentioned emotes on Twitch chat during the Worlds 2023 were LUL, DinoDance, and PopNemo, in descending order. They are used by online spectators to describe different feelings like laughter and partying, with the trio being the only emotes to cross the 30K count.
Top channels by chat activity
Among official channels, the Pacific Championship Series saw the most messages being sent at 292K, showing just how popular the discipline and the competition are among Chinese-speaking audiences. Riot Games' English handle was next, drawing in messages from over 266K users, followed by the French organization, otplol_ (112K messages).
When it comes to streamers, caedrel had the busiest chat with 574K messages, mostly from his English-speaking LoL viewers. Of course, it helps that he is a former professional player and one of the more popular casters out there, with his broadcasts being pretty famous in China. The fact that he is multilingual (he is fluent in Spanish, having lived in the country when young) also helps pull in more viewers to his broadcasts.
Next comes Portuguese sensation baiano with 367K messages, followed by bbbb87, whose chat got 175K messages from lots of his Chinese audience. The former was also the name with the most active chatters on their Twitch chat across the Play-In, hitting the 41K mark.
Ibai was the most successful Spanish content creator with 154K messages, helping him come in fourth overall. His esports organization, KOI, could not qualify for this mega event, and it can be said with some certainty that if it had, he would have been more active and would probably been atop all the individual channel lists, including this one.
Encouragingly, there's been a pretty even split of languages across the event, with streamers from various parts of the world jumping on the Worlds 2023 bandwagon. It will be interesting to see which regional language does the best in terms of watch time and how the dynamics would have affected the viewership of the entire competition.
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