ReadyUp has launched a platform to track sports and game events. The company says its technology automates the process of marketing events and even adds event reminders to attendees' calendars.
The platform is the brainchild of Roderick Alemania, a gaming veteran who had to turn hard to find the right business, and his team. He began Get ready in 2017 as a way to connect players and team management for games and esports. The Oakland, California-based company had a lot to offer: supporters and advisors included famous professional gamers Johnathan "Fatal1ty" Wendel and Dan "Greenskull" Hammill, a prominent player with a substantial YouTube fan base.
Switch to B2B event management
However, almost a year ago, Alemania decided to move from a consumer business to a business-to-business model. At that point, ReadyUp switched to a platform where companies could run their events, making marketing and discovery much more automated, affordable, and easy to do.
"It is really difficult to find out which events take place when," said Alemania. "The video game companies are not making the best of driving awareness. Once you notice an event, there is no easy way to add it to your calendar on your phone. We also believe that the industry does not have one related to this event did a good job and didn't have all the options to complete a transaction. That's what ReadyUp does. "
He added: “We really see events in general. It can be an online or an offline tournament. You can stream video content or publish a product, or host an in-game event like a concert. But we really see events as the impetus to bring players together through their shared passion. "
Every year, the gaming industry hosts thousands of events, including tournaments, downloadable content, streams, in-game experiences and big announcements. These events can be the basis for transactions. However, Alemania believed that the industry lacked a good platform to meet the demands of modern gaming events: discovery, engagement, calendar, and transactions.
"Startups are an exercise in building, then listening and iterating based on what the market tells you, which is in line with their needs," said Alemania. "The market told us that."
ReadyUp customers can use the platform to motivate the audience to watch their favorite games, register for tournaments, watch live content, buy tickets and goods, share with friends and synchronize with their mobile calendars they don't miss any events.
"From an operational point of view, this means a lot of financial efficiency," he said. "The fact that we're not directly targeted at consumers means that I have no user acquisition cost, which, as you know, is by far the greatest marketing cost to anyone in the direct consumer space."
The company has launched a new round of angel investors such as Mark Jung, the former CEO of IGN Entertainment. and Carter Lipscomb, former director of publisher relations at Sony PlayStation. It also has consultants, including J Moses, a member of the Take-Two Interactive board. ReadyUp does not disclose the exact amount of funding.
Working with game partners
ReadyUp is analogous to OpenTable, the service with which guests can discover restaurants, with the exception of ReadyUp, with which the audience of their partners can discover game events. And just like OpenTable, ReadyUp aims to drive transactions forward.
The first partners include ESL Gaming, the National Association of Collegiate Esports (NACE) and Topgolf. These partners have an audience of more than 15 million people.
"ESL integrates ReadyUp into their own and operated media," said Alemania. “And that could be their websites, their social channels and their native mobile app. After all, it could be integrated into a game. "
ReadyUp has also created an administration tool that partners can use to manage their events. Organizers can use it to run promotions using a master database connected to the admin tool. Consumers are notoriously bad at putting information for an event on their calendar. ReadyUp does this for them in an automated manner so that it is not tedious for partners with many events. It's also easy to add a call to action, e.g. B. buying a ticket.
Start in the pandemic
The pandemic turned out to be a good time to start ReadyUp, as companies had just been through the terrible task of rescheduling a series of physical events and turning them into digital events. (We already did this for the GamesBeat Summit 2020 in April.)
"During the corona virus, we found that most large event companies used spreadsheets to manage their events," he said. “When COVID-19 met, they had to make all changes manually and change the messages manually. We carried out a manual process and automated it. "
The company has 11 employees in the United States, Canada and South Africa.
"Every startup is a journey, and it's no different than any other startup I've had," said Alemania. "It was fun. It's exciting to bring the product to the market and we're seeing a really strong product market right now. This is by far the hardest but the most rewarding thing I've ever done in my career. I'm glad that I did it later in my career because experience counts for many things. "