Why is TI‘s Prize Pool so Much Lower This Year? Falling Fan Engagement to Blame

In short – engagement and spending on this year‘s TI Battle Pass was significantly lower, so less revenue flowed to the prize pool. But what lies behind this drop in fan participation? As a long-time Dota commentator, I believe…

Engagement and Revenues Plummet on 2022 TI Battle Pass

The International‘s ever-growing prize pools are funded through fan purchases of the TI Battle Pass in-game item rather than outside sponsorship. A quarter of all TI Battle Pass revenues go directly into the tournament prize pool.

So when spending on this year‘s Battle Pass dropped drastically from 2021, we instantly saw a devastating hit to TI‘s prize pool:

A 34% decline in Battle Pass engagement sank this year‘s prize pool to less than half of TI10‘s record $40 million last year.

This worrying trend of shrinking player spending continues recent years‘ slide after 2016‘s peak, suggesting waning fan interest year-on-year:

*Average monthly Dota 2 players peaked in 2016, declining since*

So what‘s behind this fall in revenue and engagement which has gutted The International‘s once-unstoppable prize pool growth?

Did Underwhelming 2022 Battle Pass Design Turn Off Fans?

TI‘s prestigious prize pools have long been funded through engaged fans buying levels of the TI Battle Pass to earn exclusive in-game rewards. So keeping each year‘s Battle Pass content fresh and exciting is crucial to driving fan spending.

However, feedback on 2022‘s Battle Pass was less positive than previous years, with some labelling it a "lazy" reskin of old content. Combined with the lack of hype around TI this year, this seemingly dampened player motivation to purchase and engage with the pass:

Fans lament the recycling of uninspiring rewards alongside the usual spree of ultra-rare items designed to bait out spending rather than reward loyal players.

Indeed, amongst my contacts I‘ve observed more refusing to purchase levels this year, instead waiting to buy sought-after skins directly from the marketplace later.

This sets a concerning precedent – if future TIs continue offering lacklustre Battle Pass reward progression, does player engagement wither year-on-year and further starve prize pools?

Lack of Marketing & Production Polish Impacts Hype

Past TIs generated explosive hype through flashy trailers featuring top personalities like Gabe Newell, glitzy AR effects and pro player profiles. Where was this sense of showmanship and occasion in marketing TI11?

Announcements and lead-up to the August tournament felt decidedly low-key, especially compared to the breathless hype train around 2021‘s record-smashing TI10:

*Google searches for "The International 2022 Dota" down 25% from 2021 peak*

Moreover, changes to Talent and casters reduced appeal for existing fans, especially in the wake of 2021‘s fan favorite talent lineup. As Faceit took over production duties this year, many felt the tournament lacked TI‘s signature polish:

With less hype and momentum going into TI, more marginal fans were less inclined to ride the wave of excitement by purchasing the Battle Pass. Lower awareness and polish dissuaded attendance and viewership, further impacting engagement.

Personally I missed the infectious excitement and momentum which accompanied last year‘s event – there seemed little external promotion or content to rally anticipation leading into TI11.

Heightened Competition Bleeds Viewership

Make no mistake – Dota 2 remains one of the world‘s most played games, with over 400 million lifetime players as of 2022. Based on SteamDB stats, it still boasts an enviable player count gravity towards dedicated fans:

*Steam player data shows significant 40% drop in average players since 2016 peak*

However, while total player count of ~11 million monthly remains huge, it‘s undeniable that competition from other games and esports has bled away fans, especially formerly faithful players and spectators.

League of Legends notably eclipsed Dota‘s player count and esports dominance years ago, while upstarts like Fortnite and Valorant further splinter the attention of former Dota faithful. Coupled with diversification into singleplayer experiences like Elden Ring, player time and wallet share is ever-more divided.

This impacts The International twofold – direct loss of engaged fans who previously bought Battle Passes and spectated TI religiously, while also allowing other esports advertising to partially drown out TI hype and awareness.

What Does The Future Hold for The International?

While TI11 in Singapore still showcased world-class Dota 2 action, the alarming slide in Battle Pass revenues and stuttering hype generation should concern Valve.

To resuscitate interest and engagement with future TIs, I believe Valve must invest heavily in recapturing fans‘ imagination across several fronts:

• Recommit to ambitious, unique Battle Pass reward design which breaks the formulaic reliance on FOMO and ultra-rares to drive purchases
• Attend to Dota‘s gameplay evolution and meta stagnation which has slowly disenfranchised portions of its formerly loyal fanbase
• Promote TI loudly across media and influencer channels to combat dispersal of fans towards other esports and games
• Double down on TI presentation and talent to exceed fans‘ expectations and recreate the tournament‘s premium pedigree

If Valve fails to prioritize The International‘s prestige through renewed spectacle and creative fan servicing, the winnowing away of once-bedrock player engagement may continue to erode future Battle Pass sales and prize pool totals.

As an esport, Dota itself remains in robust health – yet its de facto world championship must evolve to anchor relevance in today‘s fragmented media landscape. TI‘s legendary prize pools and causing fervor must be reignited to honor fans‘ investment with a celebration befitting Dota‘s phenomenal legacy.