Peter Duke | What Medium does the Message Want?

Early in 2007 I was asked by the Wilkinson Group to help concept and develop a plan on how to turn Tetris into a spectator sport for Blue Planet Software. Our ultimate proposal was to create a “Tetris Cup” to achieve the goals below. Although this plan has not yet been executed, the Tetris Company has constructed a  six story high “Tetrion” that they use for competitions at Burning Man each year.

The challenge is to build a 21st Century virtual sport with spectator appeal. The following format for “Tetris Cup,” the World Championship of Tetris, is designed to meet that challenge while meeting a number of important business objectives. These objectives are:

• Create a spectator sport viewed and played by a large and diverse audience. People will be recognized for their skill in Tetris, and some will even become celebrities. Everyone will have fun. Crown the World Champion of Tetris.
• Tetris Cup is self sustained in the first year; break even for Blue Planet Software. Offer opportunities for sponsors and corporate partners to participate. Grow this new spectator sport into a profit generating property.
• Generate media content that appeals to an audience and that can be commercialized.
• Generate “Q-factor,” public interest, publicity, and thus drive attention not only to the Tetris Cup, but to Tetris in general.
• Generate more top of mind awareness for Tetris.
• Stimulate play, and thus sales, of Tetris across all platforms, for Blue Planet Software and for Tetris licensees. Create consumer demand for Tetris, in general, and for Tetris Cup and all elements associated with Tetris play.
• Impact a social cause, through Tetris. This may be a social cause inherently associated with Tetris – building, training and displaying thinking ability, encouraging teamwork and socialization – or it may be social causes associated with the Tetris Cup.
• Use Tetris Cup events as a platform for feedback on Tetris Cup, and Tetris in general.
• Create female celebrities and champions.