Les projets de la WWE en France pour 2016

Le catch déclenche de folles passions aux États-Unis mais continue d’être peu connu en France. La WWE souhaite conquérir ce marché et séduire, à nouveau, un public de masse !

Pour ce faire, après 1 an ½ d’absence et plus de 330 000 spectateurs français conquis, les Superstars de la WWE reviennent le 22 avril 2016 pour une date unique à l’AccorHotels Arena ! A l’heure actuelle, le phénomène WWE en France, c’est 43 shows depuis 2007 dans toutes les plus grandes salles de l’hexagone. Dont 11 Bercy, 6 Zénith de Strasbourg, 3 Nikaia, 5 Halle Tony Garnier, 3 Galaxie d’Amneville, 2 Arènes de Nîmes, le Stade Couvert Régional de Liévin, le Zénith de Nantes etc…

L’artisan de ce come-back du catch en France est la WWE (World Wrestling Entertainment), une gigantesque Fédération Internationale qui crée du contenu sur le catch, allant de la production musicale, à l’émission de télévision sans oublier la production de spectacles, l’édition de magazines et le merchandising.

En quelques chiffres la WWE dans le monde c’est :

  • 575 millions de followers sur les différents réseaux et médias sociaux comme Facebook, Twitter, Instagram, Youtube etc …
  • 29 millions de fans sur sa page principale Facebook
  • 329 événements en 2015, incluant 56 événements internationaux dans 16 pays différents
  • 7 millions de visiteurs chaque mois sur son site internet, wwe.com
  • 12.6 millions de dollars de recette pour son événement principal, la WrestleMania 31
  • 850 épisodes à la suite de « SmackDown ». C’est la seconde série d’épisodes hebdomadaires la plus longue en cours dans l’histoire de la télé US.

Lors de la Business Partner Summit de la WWE qui s’est déroulée hier soir à Paris, les responsables de la WWE Europe ont présenté leur programme pour devenir incontournable en France.

Comme l’explique Stefan Kastenmüller, le Manageur Général de la WWE en Europe : « L’idée est d’augmenter l’attractivité de la WWE en France en développant l’engagement des fans, en proposant des programmes multiculturels, en innovant et en optant pour une image plus familiale et conviviale. »

Augmenter l’attractivité de la WWE en développant l’engagement des fans

Richard Maroko, Directeur Général des programmes chez le groupe AB explique sur ce point que : « Depuis 15 ans, le groupe AB retransmet la World Wrestling Entertainment sur ses chaines, AB1 et RTL9. Il s’agit d’un spectacle de sport, d’un feuilleton où il faut contenter les fans et faire suivre les histoires dans l’ordre [… ] Il y a une garantie de spectacle avec une écriture romanesque et des commentateurs exceptionnels. (Christophe Agius & Philippe Chereau) »

Avant, le décalage entre le show aux États-Unis et la retransmission sur les chaines du groupe AB pouvait être d’une semaine. A partir du 25 février 2016 et pour satisfaire les téléspectateurs français, le décalage sera réduit à seulement quelques heures.

Toujours dans l’idée d’augmenter l’engagement des fans sur les réseaux sociaux, la WWE va apporter plus de contenus localisés, afin d’amener de nouvelles personnes à être séduites par l’univers de la WWE. 170 000 personnes suivent la page Facebook France de la WWE, alors que ce chiffre atteint 295 000 en Angleterre et 232 000 en Allemagne.

Innover

L’innovation comme solution pour booster le marché français passe par la création de nouveaux partenariats et de nouveaux produits dérivés. Hormis les licences médiatiques que possède l’entreprise telles que Acclaim, THQ/2K Sports et Mattel concernant les jeux vidéo et autres produits dérivés, la World Wrestling Entertainment se focalise également dans d’autres domaines comme la WWE Network : la plateforme de streaming en ligne. Ce nouveau service vise à concurrencer les plateformes de diffusion des pay-per-view dans le monde entier ainsi que de présenter la très vaste vidéothèque de la WWE.

Network_WWE

Une image  plus familiale et conviviale

Actuellement en France, 43% des personnes qui regardent le catch à la télévision ont entre 18 et 35 ans et 39% ont entre 35 et 50 ans et sont majoritairement des hommes.

Stefan Kastenmüller déclare à ce sujet : « Nous voulons changer cette vision masculine du catch afin de devenir une marque plus familiale, plus féminine. »

Pour ce faire, la WWE s’appuie sur de nombreuses campagnes marketing à destination de la famille, mettant en scène ses superstars. Une des dernières en date est intitulée « Be a Star« . L’objectif premier de cette campagne est d’aider à lutter contre le harcèlement, afin de fédérer les familles autours de la WWE.

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