Aldi cancel ‘Teatime Takedown’ ad campaign following backlash - Dexerto

Aldi cancel ‘Teatime Takedown’ ad campaign following backlash

Published: 26/Mar/2019 16:47 Updated: 26/Mar/2019 17:08

by Calum Patterson


Supermarket chain Aldi UK have axed their incredibly unpopular ‘Teatime Takedown’ ad campaign, which was mocked for its attempt to drag ‘addicted’ gamers away from their game and down to the dinner table.

Teatime Takedown asked parents to sign-up their kids, who would then somehow be matched in a game with a ‘professional’ player and be beaten so badly that they would immediately rage quit the game and go spend some quality family time instead.

The esports community were quick to point out the holes in this campaign, as well as collectively sigh at what appeared to be another misguided and cringeworthy attempt to use gaming to market.

Aldi UKTeatime Takedown wanted to get kids off games and at the dinner table on time.

The trailer for the campaign was roundly disliked, currently holding a ratio of 5 thumbs up to 105 thumbs down on YouTube, and Aldi’s announcement was mocked on social media.

The campaign also drew comparison’s to the failed ‘Bully Hunters’ initiative, which similarly set out to use ‘elite gamers’ to get rid of toxicity and sexism in gaming, but used misleading statistics and falsely claimed their broadcast was live rather than scripted and pre-recorded.

Following the largely negative feedback, Aldi UK have removed the Teatime Takedown page and sign-up from Facebook, and sent apology emails to various complaints about the ad.

In one email response, Aldi customer service explained that they were “sorry for any disappointment” and even offered a £10 voucher.

The campaign had not truly got underway yet, with the first ‘Teatime Takedown’ sessions planned to start on March 29. Still, a professional video and marketing push was completed, but it looks like Aldi have acknowledged it could have been executed just slightly better, to put it mildly.


Valorant devs confirm that dedicated tournament servers are coming

Published: 19/Nov/2020 18:00

by Lauren Bergin


Riot devs have stated in the latest instalment that Ask VALORANT that dedicated Tournament Realms will roll out in the future.

In the most recent article in Riot Games’ Q&A series ‘AskVALORANT’, Valorant’s devs discussed the future of the esports scene in a lot more detail than ever before.

With the chaos that ensued with “nightmare” patch 1.11, as well as the discussion around its impact on the upcoming First Strike tournament, it seems like fans have been eager to get to grips with just how Riot plan to proceed with future tournaments.

Cue AskVALORANT, where VALORANT Esports Strategy manager Riley Yurk describes in detail exactly what Valorant’s esports’ roadmap is.

Valorant First Strike header
Riot Games
The popularity of Valorant First Strike has proven that fans want a Valorant esports scene.

Valorant will have ‘tournament realms’ in the future

Just as Riot Games has implemented in League of Legends, Yurk explains that there will be dedicated tournament servers in the future. Dubbed ‘Tournament Realms,’ these closed servers will allow Riot “more control over the environment that esports is played in.”

He goes on to clarify that “we’ll have specific rules around what patches can be used for certain tournaments to help create the best environment for competitive play. We’re extremely focused on competitive integrity and will continue to adapt our plans in collaboration with both devs and players.”

Clearly, Yurk and his esports development team are drawing inspiration from the League of Legends scene. As easily one of the most popular esports titles of all time, following in the footsteps that LoL has already laid out provides Valorant with a great pathway to success.

Valorant Agent bans
Riot Games
Valorant has proven to be one of 2020’s biggest hits both casually and professionally, and its future looks exciting.

Valorant, however, has grown to become a huge success and already has a flourishing esports scene despite being less than a year old. So, if it does follow LoL’s trajectory we can expect amazing things.

So get excited! The future of Valorant is bright – maybe even as bright as Skye’s flash.