Strategic Communications Programme Plan For Singapore Cybersports & Online Gaming Association (SCOGA)

Issues faced by Singapore Cybersports and Online Gaming Association (SCOGA)

The online gaming and cyber sports evolved gradually in Singapore. The nation has taken steps to support the interests of the online gamers through diploma courses, which has helped the same in maintaining the efficacy of the operations. However, the different changes in the online gaming industry are based on supporting the needs of the gamers. The report will be evaluating the different issues that are faced by the gamers in Singapore. The report will also assess the different steps that might be undertaken by Singapore Cyber sports and Online Gaming Association in maintaining suitable PR functions with the gamers.   

The major issues that are faced by the Singapore Cyber sports and Online Gaming Association (SCOGA) are based on the insufficient support of that the organization provided to the gamers. The eSports have been introduced as a part of the 2022 Asian Games (Andreae,   2017). Therefore, the organization is expected to provide financial and talent based support to the gamers for enhancing their operations and keep them motivated. However, the lack of suitable resources has affected the organizational operations while operating in diverse international markets.

Greydanus and Greydanus  (2012) stated that the most crucial issue that is faced by the gamers are due to the player inconsistency and frequent roster changes. The inability of the organization, SCOGA, in providing sufficient monetary support and product sponsoring has affected the Public Relations of the same while considering the different activities of the gamers. On the hand, lack of suitable training programs due to insufficient funding has affected the growth of the organization while supporting the interests of the gamers (Li et al.,  2013). The lack of suitable product sponsoring events and promotional activities has restricted the capabilities of the organization to reach out to the target groups of audience. Moreover, the lack of suitable resource allocation capabilities has affected the organizational operations while upholding the efficacy of the Public relations needs of the same. Lack of promotions and marketing has affected the organizational capabilities of making the target audience aware of the operations that the concerned business is undertaking. Seo  (2013) stated that promotional activities help organizations in maintaining the efficacy of the operations that are undertaken by the same through making the target audience aware. It helps the organization in gaining the support of the relevant stakeholders for fulfilling the objectives.

 The major drawback that is encountered by the organization is due to the inadequate funding, which has restricted their operations relating to training the gamers. On the other hand, Lisk,   Kaplancali and Riggio  (2012) stated that the gamers switch their profession in order to make their livelihood more stable as the organization is unable to provide the same with adequate remuneration so that they might continue with their designation. The major issues that are faced by the organization is due to the insufficient funding that the business receives from the government. The restricted functioning of the organization has affected the efficacy of the same in upholding suitable Public Relations with the stakeholders.

Communication plan

The communication plan that might be undertaken by the organization will be based on the objective of making the target audience aware of the different propositions that are made by the same. On the other hand, the communication plan will be helping the organization in maintaining the efficacy of the operation through making the stakeholders aware of their objectives and thereby maximize the involvement of the same in the processes. The communication plan is made with the objective of making the relevant stakeholders aware of the different processes that are undertaken by the organization (Smahel, Brown  & Blinka,  2012). This section of the report aims at evaluating the communication plan that might be framed by the same in order to maximize the involvement of the relevant stakeholders in the processes.

Goals	Responsible person	Medium of communication	Timeframe	Rationale
Making the gamers aware of the policies and offerings of the organization	PR manager of the concerned organization	E- mail. newsletters, website, social media platforms promotional campaigns and interviews	2- 7 months	Making the gamers aware of the different activities planned by the organization will be helping the same in promoting the offerings and thereby maintain the efficacy of the PR (Borowy, 2012). On the other hand, the promotional practices will be helping the association in maximizing the involvement of the gamers in the online gaming arena through motivation and support.
Making the relevant stakeholders aware of the processes that are undertaken by the business	The operations manager of the concerned organization	Social media, dedicated portal, meetings and sessions	4- 9 months	Making the relevant stakeholders aware of the different processes .that are planned by the organization will be helping the same in facilitating the smooth functioning of the processes (Kim,  2013). Moreover, the conscious stakeholders will be assisting the organization in maximizing the involvement of the stakeholders in the processes.
Undertaking collaboration with different government bodies and game developing institutions	The IT manager of the concerned organization	E- mails. newsletters, company website, social media platforms	7- 9 months	Undertaking frequent communications with the different government agencies and game developing institutions will be helping the concerned organization in maintaining the efficacy of the operations through sufficient funding and support. Communication with the relevant business houses will be helping the association in maintaining the efficacy of the operations of the same through enhanced collaborative functioning.

The communication plan will be helping the organization in maximizing the involvement of the stakeholders in the processes that are planned by the same. On the other hand, the communication strategy aims at promoting the value that the business might create through the enhanced collaboration with the stakeholders,. Therefore, the promotional strategy that might be undertaken by the business in order to uphold the efficacy of their PR initiatives. The promotional strategy will be helping the organization in making the gamers and the   relevant stakeholders aware of their proposition and the manner in which the collaborative functioning of the same will assist the business in facilitating the interests of the gamers.

The target audience of the concerned organization is specifically the gamers and the people who are indulged in playing e- Games. 

The success will be measured through the assessment of the growing motivation levels of the gamers in Singapore. On the other hand, the market assessment of the growth of the online games in the respective nations will be helping to measure the success factors.

Conclusion 

Therefore, from the above analysis it can be concluded that the issues that are encountered by the concerned organization, Singapore Cyber sports and Online Gaming Association, might be mitigated through the creation of a clear communication plan in order to  maximize the involvement of the relevant stakeholders in the business processes.

References

Andreae, N. (2017). Online Gaming. In The Challenge of Teaching (pp. 93-98). Springer, Singapore.

Borowy, M. (2012). Public gaming: eSport and event marketing in the experience economy (Doctoral dissertation, Communication, Art & Technology: School of Communication).

Greydanus, D. E., & Greydanus, M. M. (2012). Internet use, misuse, and addiction in adolescents: current issues and challenges.

Kim, M. H. (2013). Gaming Across the Divide: Racial Dynamics in e-Sports and the Changing Landscape of East-West Relations.

Li, D. D., Liau, A. K., Gentile, D. A., Khoo, A., & Cheong, W. D. (2013). Construct and predictive validity of a brief MMO player motivation scale: Cross-sectional and longitudinal evidence based on Singaporean young gamers. Journal of Children and Media, 7(3), 287-306.

Lisk, T. C., Kaplancali, U. T., & Riggio, R. E. (2012). Leadership in multiplayer online gaming environments. Simulation & Gaming, 43(1), 133-149.

Seo, Y. (2013). Electronic sports: A new marketing landscape of the experience economy. Journal of Marketing Management, 29(13-14), 1542-1560.

Smahel, D., Brown, B. B., & Blinka, L. (2012). Associations between online friendship and Internet addiction among adolescents and emerging adults. Developmental psychology, 48(2), 381.