8月24日,2020全球电竞运动领袖峰会暨腾讯电竞年度发布会在海南博鳌举办。在上午的全球峰会上,巴塞罗那俱乐部(以下简称:巴萨)董事会成员、数字领域负责人 Dídac Lee,CMO首席营销官Guillem Graell,数字领域总监 Enric Llopart通过视频演讲,分享了巴萨在传统体育与电竞融合上的思考与启发:

巴塞罗那俱乐部:电竞为体育融合发展注入新生命力-Gamewower 巴塞罗那俱乐部:电竞为体育融合发展注入新生命力-Gamewower 巴塞罗那俱乐部:电竞为体育融合发展注入新生命力-Gamewower

巴萨的新数字战略将球迷作为一切的核心,面对新观众对内容消费模式的变化,需要持续开拓新的模式,产生更好的吸引力与沟通方式。而在与年轻人沟通方面,电子竞技是可以发挥至关重要的作用,年轻一代正满怀热情地积极拥抱电子竞技,电竞精神作为全球文化沟通的重要组成部分,很好地促进了全球交流。虽然巴萨目前对于电竞项目的探索仍处于起步阶段,但作为一家有着120年悠久历史的机构,进入如此新兴领域,定能发挥强大影响力。

巴萨希望在未来几年成为全球电竞领域的重要参与者,与业内顶尖公司的合作将能够产生大量正向协同效应,腾讯电竞是电竞领域真正的标杆,巴萨正致力于与腾讯建立战略合作伙伴关系。

而在下午举行的腾讯电竞年度发布会上,腾讯集团副总裁、GEF 国际电子竞技联合会副主席、阅文集团首席执行官、腾讯影业首席执行官程武也对外宣布,腾讯电竞与巴塞罗那俱乐部达成长线战略合作意愿。未来,双方将围绕电竞赛事、电竞教育、产业交流等方面展开深度合作。

以下为巴萨视频演讲原文:

HI, everyone. I am Didac Lee, board of directors member at FC Barcelona. I’m respon-sible for digital area.

大家好,我是Didac Lee,巴萨俱乐部董事,负责数字领域。

Thank you for inviting us to participate in such a prestigious event. We apologize that we cannot attend in person. However, COVID-19 travel restrictions made it impossible to join you in Hainan today. Whilst we are disappointed, we are also thankful for have the opportunity to take part in such an important event through this video.

感谢邀请我们参加此次盛会,很抱歉无法来到现场。因为疫情旅行禁令的关系,我们只能通过这样的方式与你们相会在海南。我们心中不免失望,但能够有机会参与如此重要的峰会,我们仍十分感激。

At Barça, we are more than a club. Over 120 years, we have grown as an entity that is open to the world and we view sport as a phenomenon that can build bridges be-tween people.

巴萨不仅仅是一家俱乐部。经过120年的经营,我们已经发展为一家面向世界的企业,并将体育运动视作能够架起人类沟通桥梁的工具。

FC Barcelona is also the home to La Masia, the youth training camp, and one of our symbols that has developed the likes of Javier Hernández, Lionel Messi and Gerard Pique. Football is our true art. Our style has made us recognizable all over the world. And it is a style based on positional play and with the ball at the center of everything, as a unique approach to the game which has revolutionized modern football.

巴萨俱乐部也是巴萨青训营的大本营。作为我们的标志性产出之一,巴萨青训营培养出了哈维尔·埃尔南德斯、莱昂内尔·梅西和杰拉德·皮克等一众优秀球员。足球是我们真正的艺术,我们凭借独特风格享誉全世界。这种风格基于定位战术和以球为中心的理念,以独特方式革新现代足球。

It is important to know that the club is also investing in China football infrastructure through the Barça experience in Haikou.

俱乐部也基于在海口的经验,正在投资中国的足球基础设施建设。

We inaugurated the complex in 2018.And it is remained the only Barça museum out-side of Barcelona. The museum offers interactive digital experiences to help visitors to feel as if they are being transported to Camp Nou. And the academy Pro develops young football talent in Hainan.

我们在2018年为海口巴萨世界揭幕。海口巴萨世界到现在依然是巴萨在巴塞罗那以外唯一的博物馆。该博物馆提供交互式的数字体验,让游客仿佛置身诺坎普球场。亦有训练营项目致力于在海南培养年轻的足球人才。

Since its foundation, Barça has always been open to the world and has become a meeting point between different people, cultures, and countries, but also with-out neglecting its Catalan roots and culture.

巴萨从创立之初就以开放姿态面向全世界,并成为了不同人群、文化、国家的交汇之所,且从未丢失其加泰罗尼亚根源和文化。

Barça and the city of Barcelona work together to promote each other on the world stage.

巴萨和巴塞罗那携手在世界舞台上为彼此宣传。

We are committed to developing our digital strategy to become a Global Enter-tainment Brand, at the crossing point between entertainment and sport, and leading the way in terms of sportainment.

我们致力于通过发展数字战略将自身建设为全球性娱乐品牌,作为娱乐和体育的交汇桥梁,引领体育与娱乐的融合共生。

As we do on the field of play, where the Barça style involves making the ball the focus of everything we do, our new digital strategy is based on putting the FAN at the very heart of things, as part of a FAN CENTRIC model.

正如巴萨在球场上的风格是将球作为一切行动的焦点,我们的新数字战略将球迷作为一切的核心,构建以球迷为中心的模式。

The Fan-Centric Barça model is based on creating an integrated ecosystem of club products, services and contents in order to offer our fans the very best ex-perience:

以球迷为中心的巴萨模式的基础是创建一个囊括俱乐部产品、服务和内容的综合生态系统,为我们的球迷提供最好的体验:

The two KEY AREAS for making this possible are:

其中的两个关键领域为:

– On the one hand, Barça Studios for the creation of entertainment content to be fed into that ecosystem. That is why we are so, so strongly committed to Barça Studios. We are the first club in the world to set up its own audiovisual production company. This unique area will centralise the creation, produc-tion and sale of our audiovisual content.

一是打造向该生态系统输送娱乐内容的巴萨工作室。这就是我们大力打造巴萨工作室的原因所在。我们是世界上第一个创立了自己的影音制作公司的俱乐部。该独特领域将集中致力于创作、制作和销售我们的视听内容。

– And the FRM (Fan Relationship Management) data programme, in order to get to know our fans better and offer them what is most relevant at all times.

二是FRM(粉丝关系管理)数据程序,用于更好地了解我们的粉丝,并随时为其带来最具吸引力的信息。

These two core areas will help to coordinate a whole ecosystem of new Barça digital products and services, from the club’s streaming service – Barça TV+ – to a global membership scheme – CULERS –, as well our own e-commerce and innovative solutions for ticket sales.

这两个核心区域将有助于协调整个巴萨新数字产品和服务的生态系统,从俱乐部的流媒体服务巴萨TV+,到全球会员计划CULERS,以及我们自己的电子商务和门票销售创新解决方案。

One of the key elements of our fan-centric model is having the ability to constantly at-tract new audiences to Barça,especially youngsters. As the content consumption pat-terns evolve, we also need to evolve and develop new formats and initiatives to con-nect and engage with those audiences,especially in key markets in Asia and Amer-ica。That’s why we believe eSports can play a very important role in helping us con-nect with these young audiences and inject them what Barça is and what we repre-sent, our values or unique style of playing and at the end of the day of understanding life or youth academies and training methodologies or innovation or focus on having a positive impact on society,etcetera。

我们所采用的以球迷为中心的模式关键因素之一就是要具备不断吸引新观众,尤其是年轻人的能力。随着内容消费模式的发展,我们也需要开拓并发展新的模式和方案来吸引受众并与之沟通,尤其是在亚洲和美国的关键市场。正因为如此,我们认为电子竞技能够发挥重要作用,协助我们与受众建立联系,向其传递何为巴萨、巴萨代表什么、巴萨的价值观、独特的比赛风格,以及最终的人生态度、对青年训练营考虑、训练方法、创新理念、我们致力于产生积极社会影响的不懈努力,等等。

We believe there is something really powerful in being an institution with 120 years of history and jumping into such a new discipline。There is a lot of value we can add from a lot of different perspectives,but we need to stay true to that history and val-ues also on the eSports world。

我们坚信,作为一家有着120年悠久历史的机构,进入如此新兴领域,定能发挥强大影响力。我们可以从多种不同角度增添大量价值,但进入电竞技世界的我们仍需忠于我们的历史和价值观。

That’s why we’re really careful with which games we get involved with。We will not participate in explicit violent games, for instance. But we definitely want to go beyond football and sports。

这就是我们在涉足的游戏比赛方面非常谨慎的原因所在。举例来说,我们不会参与明显暴力的游戏项目。但超越传统足球和体育项目的目标是确定的。

Our esports project started one year ago with the same ambition we have on the foot-ball pitch。 We are still in the early stages。But in the next few years,we want to be-come a relevant actor in the esports arena globally。

我们怀着与在足球场上相同的雄心壮志,于一年前启动了电竞项目。虽然仍处于起步阶段,但我们希望在未来几年成为全球电竞领域的重要参与者。

Moving to this next phase,we believe partnering with the best in the industry will build a lot of positive synergies。 That’s why we want to keep on building a strong re-lation with Tencent eSports,a true referent for us in the gaming world.

随着发展进入下一阶段,我们相信与业内顶尖公司的合作将能够产生大量正向协同效应。这也是我们希望继续与腾讯电竞建立强大合作关系的原因,腾讯电竞是我们在游戏界真正的标杆。

It comes to our attention that the young generation is passionately embracing eS-ports through its spirit to connect the world as a crucial part of cultural communica-tion.

我们也注意到,年轻一代正满怀热情地积极拥抱电子竞技,电竞精神已作为全球文化沟通重要组成部分,促进了全球交流。

The club was also excited to announce the official Rocket and League eSports team which has completed several important competitions. These are a few examples of our strong ties with Tencent with whom we are working to have a strategic partnership.

俱乐部亦激动宣布正式成立火箭联盟电竞团队,该赛队目前已完成数个重要比赛。这些都是我们与腾讯达成紧密合作的几个例子,我们也正致力于与腾讯建立战略合作伙伴关系。

Let me sign off while once thanking you all for the opportunity to take part in such an important event through this video.

在我的发言结束之际,我想再次感谢你们给予我们通过视频方式参与如此重要盛会的机会。