WBF

Post-Event Report April 2014

SUMMARY

1. Event: Key Facts

2. IFs Post-Event Evaluation Survey

3. Event: Media Coverage & Exposure

EVENT: KEY FACTS

2013 WORLD MIND GAMES

The World’s Best Multi-Mind Sports Event In Cooperation with the International Sports Federations &

the International Mind Sports Association

The Perfect Bridge Between Elite Sport and Community Engagement

Promoting the Power of the Human Brain, Strategy and Intelligence

SPORTS COMPETITION

5 Mind Sports:

• Bridge, Chess, Draughts, Go, Xiangqi

13 Disciplines over 7 competition days

23 Categories (Teams, Pairs & Individual Events)

96 Total Medals Distributed

150 Athletes from 37 Countries

EVENT OPERATIONS

240 Participants and Guests accommodated in 2 Official Hotels

950 Badges delivered on-site for the Event

80 Vehicles used for Local Transportation

400 Volunteers

EVENTS & CULTURAL PROGRAMME

Opening Ceremony:

• 300 Participating Athletes and Performers

• 450 Spectators

Cultural Programme:

• 5 School Visits, 165 Children participating in the Activities

• 2,000 Participants in Primary, Secondary and College Mind Sports Tournaments (Finals played at the Venue)

ONLINE TOURNAMENT

International:

• 3 Platform Partners (Bridgebase, Draughts KNDB, Go Pandanet)

• 310,000 Players

China (in partnership with Tencent QQ Games):

• 5 Sports (Finals played at the Venue)

• 330,000 Players

640,000 Online Players participated in the WMG Online Tournament worldwide

IFs POST-EVENT EVALUATION

SURVEY

EXECUTIVE SUMMARY

The IFs rated the Event 8.0 (out of 10) on

average. The IFs praised the general quality of the Event and think that the 2013 edition was better than the 2012 edition. However, several IFs would like to host more spectators at the venue

The IFs liked most about the Event the professionalism of the organization, the cultural programme and the uniqueness of the concept which unites all Mind sports together in one single Event

GENERAL

EXECUTIVE SUMMARY

EVENT PREPARATIONS

The majority of the IFs were satisfied with the quality and frequency of the Coordination Meetings and Inspection Visits, and received all information to thoroughly prepare the Event

SPORTS COMPETITIONS

The majority of the IFs were satisfied with the organization of their competition (format, schedule, technology, awarding ceremonies, doping test) and were able to bring their best athletes. However, several IFs would like to increase the quota of athletes for their sport

EXECUTIVE SUMMARY

COMPETITION VENUE

The majority of the IFs were satisfied with the two newly created areas, the Players Lounge and the Spectator Area. However, despite the set up of the Spectator Area, the IFs believe that the organizers should attract more spectators to the venue

The majority of the IFs were satisfied with the set up of their competition venues (facilities, competition area, equipment, branding). However, the IFs faced major issues with internet connection. Likewise, available space, lighting and temperature need to be adjusted case by case

EXECUTIVE SUMMARY

SERVICES

The majority of the IFs were satisfied with the quality of the other services provided by the organizers (hotels, catering , airport transfer, volunteers’ support, VIP programme)

The majority of the IFs were satisfied with the registration, visa application and flight booking processes. However, several IFs would like to take over the responsibility for flight tickets booking in order to minimize the mistakes made during the process

EXECUTIVE SUMMARY

CEREMONIES, EVENTS & CULTURAL PROGRAMME

The majority of the IFs were satisfied with the organization of the Opening Ceremony, the Closing Banquet, the SportAccord Cocktail and the Cultural Programme. Suggestions include featuring a more diverse and extensive cultural programme in the Opening Ceremony, and organizing more student visits at the venue. Additionally, several IFs would like the organizers to better define and optimize the role, schedule and exposure of the sports Ambassadors

EXECUTIVE SUMMARY

MEDIA, BROADCAST, DIGITAL & ONLINE TOURNAMENT

The majority of the IFs were satisfied with the media facilities and operations on-site (facilities, meetings, TV booth), the multimedia coverage of the Event (TV, web streaming, official Event website), and the organization of the online tournament

SUGGESTIONS FOR THE FUTURE

The main suggestions include increasing the prize money, enhancing media promotion of the Event, increasing the IFs’ quotas, improving the flight tickets’ booking services and attracting more spectators to the venue

EVENT: MEDIA COVERAGE &

EXPOSURE

TV & DIGITAL DISTRIBUTION

30+ Hours of Content Produced

5 HD Production Points

Live Content (World Feeds), Daily Highlights (26’), Event Highlights (52’)

23 International Media Platforms covering the Event

TV Broadcast in 36 Territories (free-to-air coverage in 12 Territories)

Extensive Web Streaming Worldwide (live, highlights) on World Mind Games’ Youtube Channel

TV & DIGITAL DISTRIBUTION

Mongolia UBS

South-East Asia Philippines (Solar Sports), Malaysia

(RTM), Singapore (Mediacorp), Hong Kong (TVB), Vietnam (VTV), Brunei

(TV Brunei)

Pan-Asia Fox Sports Asia (including China,

Philippines, Malaysia, Indonesia, Singapore)

Turkey Sports TV

Indian Sub-Continent / South Asia

India (DD Sports), Pakistan (PTV), Bhutan (BBS), Sri Lanka (CSN,

BBS), Afghanistan (RTA)

Slovakia Slovak Sports

China Beijing TV (regional), CCTV 5+ (national)

News/Web SNTV (90 territories), Youtube

(World), LaOla.tv (World), QQ.com, sina.com (China)

23 Media Channels Free-to-air coverage in

12 Territories

TV EXPOSURE*

* Repucom World Mind Games 2013 – TV Coverage Analysis in 4 selected territories (China, Turkey, Philippines, Singapore) - Dec 2013-Jan 2014

In 4 Selected Territories, the 2013 World Mind

Games generated 110 hours of Broadcasting

Time and reached 101 million Event Contacts

TV EXPOSURE BY COUNTRY*

* Repucom World Mind Games 2013 – TV Coverage Analysis in 4 selected territories (China, Turkey, Philippines, Singapore) - Dec 2013-Jan 2014

Country TV Channels Programmes Broadcasting Time Event Contacts

(number) (number) (h:mm:ss) (million)

China 5 19 18:00:08 55,71

Philippines 1 30 73:58:33 24,35

Singapore 1 3 1:30:00 4,50

Turkey 1 13 17:05:00 17,38

Total 8 65 110:33:41 101,94

54% of the Media Impact was created by the Host China. The Highest Broadcasting Time in total was gained by the

Philippines (73 hours).

In February 2014, Fox Sports Asia aired 107 hours of Delayed

Broadcasting across Asia including 3 of the 4 selected territories (data not included in the report because broadcast is outside monitoring period)

TV EXPOSURE BY CHANNEL*

* Repucom World Mind Games 2013 – TV Coverage Analysis in 4 selected territories (China, Turkey, Philippines, Singapore) - Dec 2013-Jan 2014

73:58

17:05

10:21

7:32

1:30

Solar Sports (PHL)

Sports TV (TUR)

CCTV 5+ (CHN)

Beijing TV Sports(CHN)

Channel 5 (SGP)

Top 5 Channels by Broadcasting Time

(h:mm)

38.57

24.35

17.38

11.74

4.5

3.31

1.54

0.54

CCTV 5+ (CHN)

Solar Sports (PHL)

Sports TV (TUR)

Beijing Sports TV(CHN)

Channel 5 (SGP)

Guangdong TVSports (CHN)

CCTV 5 (CHN)

Dragon TV (CHN)

Top 8 Channels by Event Contacts

(million)

The Largest Media Impact for a Single

Channel in total (37%): CCTV 5+, China =

38 million Event

Contacts

In China, the TV Exposure and Media Impact for the Event were generated not

only by the Live, Delayed and Highlights coverage on Beijing Sports TV and CCTV 5+, but also by the News coverage on CCTV 5, Guangdong Sports TV & Dragon TV

TV EXPOSURE BY GENRE*

* Repucom World Mind Games 2013 – TV Coverage Analysis in 4 selected territories (China, Turkey, Philippines, Singapore) - Dec 2013-Jan 2014

Live coverage and Replay/Delayed coverage had a respective

share of 24% and 66% of the overall Broadcasting Time

24.0%

66.3%

9.5%

0.1%

Broadcast Time by genre

Live

Replay/Delayed

Highlights

Magazine &News

WEBCAST

* World Mind Games Youtube channel Dec 10-20, 2013

Live coverage available worldwide on WMG Youtube channel*

12,800 video views during the Event

(189,000 video views since the creation of the channel)

Livestream was available on different mind sports’ specialized websites worldwide, as well as on QQ.com and sina.com in China generating additional web audience for the Event

EVENT WEBSITE / SOCIAL MEDIA*

* Event Website: Dec 12-19, 2013, Facebook: Dec 10-20, 2013

21,000 unique visitors (+38% vs. 2012)

100,000 page views (+6% vs. 2012)

Top 5 traffic sources: Russia, China, Netherlands, USA, France

+75% likes, 1,315 likes

Engaged users: 2,400 (+157%)

Reach: 32,420 (+295%)

Top 5 countries reached: India, USA, Philippines, Romania, Brazil

74% Men / 26% Women

PR / PROMOTION IN CHINA

Print: • 5 Full page reports on the Event including a special report on the

Opening Day by China Sports Daily (circulation: 200,000) and

Beijing Morning Post (circulation: 300,000)

Radio: • Promotion on Beijing Communication Radio, the Beijing News

Radio and the Beijing Sports Radio from Dec 2 to Dec 19, 2013

• Spots aired 19 times per day during 17 days

• 102 million Radio Listeners covered (source: CSM Media Research)

PR / PROMOTION IN CHINA

Outdoor Advertising:

• Promo video clip of the Event aired on 2 LEDs displayed in the

Beijing Railway Station 50 times per day and in West fourth ring road 200 times per day from Dec 4 to Dec 18, 2013

• Promo video clip of the Event aired on LEDs in 12,000 Beijing

buses 10 times per day from Dec 7 to Dec 18, 2013

• Ads displayed on the side of 15 buses of 3 lines around the

venue in Beijing from Dec 4, 2013 to Jan 3, 2014

• 20 Advertising Displays around the North ring road bus

stations in Beijing from Dec 4 to Dec 18, 2013

PR / PROMOTION WORLDWIDE

Digital:

• 30’’ Video Trailer posted on all media platforms and shared with the

participating International Sports Federations

• Promo Banners posted on all participating International Sports

Federations’ websites, social media platforms and online tournament partners’ websites

• E-newsletter sent daily during the Event distributed to 2,500 media

contacts and shared on the website

• Facebook Campaigns in November 2013 (contests,…)

PRINT / DIGITAL EXPOSURE*

The 2013 World Mind Games

generated about 650 articles and news in press and

internet worldwide

* Sources: Factiva (international), LOC (China), Google News Analysis (Dec 10-20, 2013)