The Rebranding of Tyler1: Rage, Redemption, and Reformation.

What is a Personal Brand?

The speaker discusses the concept of personal branding and how it is built from the very first moment you interact with someone else.

Understanding Personal Branding

• A personal brand is how people perceive you, what they remember about you, and the reputation that you've built.

• Your brand exists whether you want it to or not, and it's built from the very first moment you interact with someone else.

• The speaker uses Tyler Stein camp as an example of an individual who changed his entire brand on what he was known for.

Early Days of Twitch.tv

The speaker talks about the early days of Twitch.tv and how it became a platform for full-time streamers.

Introduction to Twitch.tv

• In early 2016, Twitch.tv had reached a total of 2.2 million unique streamers.

• The platform allowed anyone with a computer and stable internet connection to stream themselves playing video games for random viewers to come and watch live.

• Full-time streamers were earning huge paychecks at the end of each month thanks to advertisements, sponsorship deals, but mostly donations from viewers tuning in to watch their streams.

League of Legends on Twitch.tv

• League of Legends was one of the most popular games to stream at the time.

• Tyler Stein camp streamed himself playing League of Legends in his university dorm room with a small viewership that didn't surpass fifty at any given time.

Introduction to League of Legends

This section introduces the game League of Legends, its unique characters or champions, and the ranking system.

The Game

• League of Legends is a game where players select pre-designed characters called champions.

• Each champion has their own playstyle and position on the map that suits their abilities.

• The average game in League of Legends lasts 35 minutes.

Ranking System

• The game features a ranking system that allows players to climb up the ranks and prove their skills amongst other players of similar skill level.

Tyler One's Reputation

This section discusses Tyler One's reputation as a highly skilled but toxic player in League of Legends.

Tyler One's Skill Level

• Tyler One was an incredibly high skilled player who was at the top of his game.

• He often played alongside other highly skilled and popular players in the game.

Tyler One's Toxic Behavior

• Tyler was well known for playing one particular character named Draven and would only play him during matches.

• If he didn't get to play Draven or if he didn't like a particular player on his team, he would intentionally run at the enemy team giving them kills, gold, and experience.

• He had a habit of insulting or demoralizing his teammates which decreased morale with the players on his team.

Riot Games' Response to Tyler One's Behavior

This section discusses Riot Games' response to Tyler One's toxic behavior in League of Legends.

Account Bans

• Riot Games had already banned several of Tyler's accounts on the game in the past.

Tyler One's Brand

• Tyler's brand was built on being someone toxic, and although highly skilled, if you did anything that he didn't like, your experience with him would likely be an unpleasant one.

Tyler One's On-Camera Persona

This section discusses Tyler One's on-camera persona as a tough-guy player in League of Legends.

Appearance

• On camera, his appearance often remained unchanged: partially clean-shaven head, always sporting a tank top, often wearing a pair of Logitech headphones.

Behavior on Stream

• He wouldn't speak a whole lot on stream either, mostly focusing on the game and making occasional comments.

• Although Tyler had built somewhat of an inside reputation amongst other high skilled players, he remained fairly unknown to most people.

Conclusion

This section concludes the video by discussing how events in March and April 2016 changed Tyler One's future career life and brand forever.

League of Legends' Influence

• League of Legends has had an immense influence over the growing eSports industry generating crowds of up to tens of thousands and millions more online to watch tournaments played by professional players.

Disco Heat YouTube Channel

• A popular content creator for League of Legends named Disco Heat would play a role in changing Tyler One's future career life and brand forever.

Tyler1's Toxic Behavior in League of Legends

This section covers Tyler1's behavior during a game of League of Legends, where he became increasingly angry at his teammates and eventually stopped playing, leaving them to lose the game.

Tyler1's Behavior During a Game

• Tyler1 uploaded a video showcasing his behavior during a game of League of Legends.

• He made numerous mistakes early on in the game and grew angrier with his teammates as a result.

• Eventually, he typed in the chat for his team to "dorm on fire sauce" and stopped playing, leaving his teammates to play 4 vs. 5.

• These actions were against the Community Guidelines and could result in players getting their accounts banned.

The Fallout from the Video

• The video received over 1 million views and brought attention to Tyler1's toxic behavior.

• Three types of audiences emerged: those who found it funny to watch him rage, those who rallied behind him as a rebellious figure, and those who disliked him for promoting toxic behavior.

• These audiences would often clash on his stream through donations with messages that would appear on screen.

Tyler1 Attempts to Reform

This section covers Tyler1's attempts at reforming his image after gaining attention for his toxic behavior.

Tyler Announces His Reformation

• After gaining newfound attention, Tyler announced that he would be reforming from now on.

• He released a video titled "Draven Hyped From Montage" featuring impressive gameplay along with the same speech about reforming.

• Tyler's attempts at reforming were short-lived, as his temper and toxic behavior could not be subdued.

Conclusion

Tyler1 gained attention for his toxic behavior in League of Legends, which brought him a large audience but also criticism. He attempted to reform his image but ultimately failed to change his behavior.

Tyler1's Rise to Infamy

This section discusses how Tyler1's toxic behavior in League of Legends led to his rise in popularity and infamy within the community, spawning copycats of himself and drawing criticism from professional players and Riot Games employees.

Tyler1's Toxic Conduct

• Tyler's toxic conduct made the game hard for anyone who didn't see eye-to-eye with him.

• Riot Games relied on teammates working together, so players like Tyler were a big problem. Riot's solution was usually banning their accounts, but this only glorified Tyler's conduct.

• Tyler spawned copycats who would intentionally throw games if they didn't get what they wanted.

Criticism from Professional Players

• In April 2016, professional player William Hartman criticized Tyler's behavior while streaming.

• Hartman's comments were uploaded as a YouTube video and posted to the official League of Legends subreddit, where many agreed with his frustration towards Tyler.

• Another popular voice against Tyler was Riot Games employee David Turley, who made negative comments about him during his own stream.

Rise in Popularity and Infamy

• Despite the criticism, Tyler gained more viewers on his stream and went from 5,700 followers to over 90,000 in two months.

• With fame came money, potentially blinding him from the truth about his reputation as a toxic player.

• However, claiming he was reformed wasn't enough to redeem himself in the eyes of the community.

The End of an Era

• Finally, Riot Games took action and banned Tyler's account indefinitely on April 30, 2016.

• The ban was due to Tyler's well-documented history of account bans for verbal abuse, intentional feeding, account sharing/purchasing, invasion of sportsmanship systems, and player harassment.

Indefinite Ban

Riot Games issued an indefinite ban on Tyler, known as an indefinite band or ID ban. Any evidence of an account owned by the punished individual would be met with a ban even if that account had not broken the community guidelines of the game.

• The news of Tyler's indefinite ban was posted to the League of Legends subreddit and gained attention beyond the scope of the league community.

• Tyler discovered his indefinite band live in front of his viewers while streaming himself playing a game of League of Legends.

• Tyler acknowledged that this could well and truly be the end for him.

Streisand Effect

The Streisand effect is a social phenomenon that occurs when an attempt to hide, remove, or censor information has the unintended consequence of further publicizing that information.

• Thanks to Riot's ban, there were new eyes on Tyler.

• A few days after his indefinite ban, Tyler posted a video to his YouTube channel entitled "vlog about what happened and future plans."

Redemption Arc

To create a real brand for himself, Tyler needed to be known for something other than his toxic behavior in league. He needed to highlight a different aspect of himself one that could eclipse the negative associations of his current brand.

• Tyler was seen as the most toxic player in North America with a huge amount of controversy surrounding his name in the league community.

• His ability to entertain kept viewers entertained by his tough-guy attitude and overly confident antics.

• Tyler began to carve for himself a bigger name in the streaming community.

Tyler1's Rise to Fame

This section covers Tyler1's early days as a streamer and how he gained popularity through his versatility in playing different games.

Versatility in Streaming

• Tyler1 streamed himself playing a range of different games from different genres.

• He played games like Club Penguin, a children's game, and criticized it, eventually getting banned due to his use of profanity.

• He was granted permission by Twitch to coach some of his viewers while they played his favorite character Draven in League of Legends.

Growing Popularity

• As viewers were exposed to hours and hours of content from Tyler1, it became easier for them to grow fond of him.

• His audience grew rapidly, reaching a following of 100k on both Twitch and YouTube by May 2016.

• He revealed his new website featuring various merchandise with notable references to inside jokes that his audience would recognize.

Unique Personality

• During the summer break of 2016, Tyler began displaying his talent not only for entertaining but also for creatively changing up the content of his stream.

• These streams varied from him cooking various meals to singing songs that juxtaposed his tough-guy temperament.

• In August 2016, he officially announced on stream that he withdrew from University and would now be embarking on a new future as a full-time streamer.

Memorable Characteristics

• Tyler had a talent for turning many aspects of himself into memorable characteristics of his brand including words like "reformed" or phrases like "hehe XD".

• He had ongoing jokes from his stream, including his favorite McDonald's meal combination and his height.

• Tyler continued to do things for his stream that were beyond what was expected of him, consistently proving himself as an entertainer.

Friendship with Greek God X

• No relevant content in this section.

Tyler1's Redemption Arc

This transcript discusses Tyler1's journey from being a toxic player in North America to becoming a reformed personality with a growing fanbase. It also covers his relationship with Riot Games and the community's call for his unbanning.

Tyler's Transformation

• Tyler's streams showcased him carving pumpkins, discussing relationships, cooking lasagna, dressing up as other internet personalities, painting as Bob Ross, struggling to give a house tour on stream, competing with his brother to create a gingerbread house, dressing up as Santa for Christmas and doing a clown show painting eggs for Easter.

• These moments proved that he had changed and grown his personality brand and reputation into something far greater than just the most toxic player in North America.

• However, there was one stain on his brand that needed repairing - his relationship with Riot Games.

Community Support

• The League of Legends community began seeing Tyler as someone who was changing his ways.

• During May to early July 2017, Tyler took a break from streaming but continued playing League of Legends without intentionally throwing games.

• A movement in the community began calling for Tyler's unbanning. Viewers would flood professional tournament broadcasts with chants of "free Tyler1" and hold signs during events.

• Despite this support, Riot Games remained fairly cold to the idea of Tyler's return.

TCS Tournament

• In August-November 2017, Tyler created and hosted an online League of Legends tournament called the "Tyler1 Championship Series" (TCS).

• The tournament had a total prize pool of $10,000 from Tyler's own pocket and included well-known players from the community.

• The grand final was streamed on Tyler's channel and showcased his progression to viewers who hadn't seen it before.

Riot Games' Response

• Despite Tyler's contributions to the League of Legends community, Riot Games continued to ban free Tyler1 signs at their events and viewers from typing "free Tyler1" in professional broadcasts.

• However, they eventually lifted his indefinite ban in January 2018.

Tyler1's Redemption Arc

This section covers the aftermath of Tyler1's successful tournament and the PR issues faced by Riot Games. It also discusses the controversy surrounding a Riot employee's comments about Tyler1.

The Biggest Amateur League Tournament

• Tyler1's tournament peaked over 200,000 live viewers, making it the biggest amateur league tournament to exist.

• The tournament was well-received by fans and the League community.

• Tyler had created a noise that Riot Games could no longer ignore.

PR Issues at Riot Games

• Around the same time as TCS, a Reddit user made a post linking screenshots of messages made by Riot employee Aaron Rutledge (Reyes).

• In response to a joke about there being no point in attending professional league events if they couldn't make a free Tyler1 sign, Rutledge mockingly replied "free Tyler1 to make 100K+ a year for being toxic."

• He continued to comment on Tyler1 stating "he looks like a damn homunculus" and "honestly it's fine he will die from a coke overdose or testicular cancer from all the steroids."

• Rutledge failed to understand just how many fans Tyler had built over the course of his ban and just how many of them wanted to see him come back to the game.

Repercussions for Riot Games

• The original post made it to Reddit's front page within hours.

• Another employee from Riot Games apologized on behalf of Riot and stated that they would be taking action internally.

• It became clear that Rutledge's actions were going to be met with serious repercussions and may end up being historic for both Riot Games and Tyler1.

Turning the Narrative

• Tyler1 responded swiftly to the growing drama on Twitter, stating that he had no hard feelings towards Rutledge.

• With this move, Tyler cleverly turned the tides of the narrative between himself and Riot.

• Rutledge made a post to his Facebook wall stating that he no longer worked at Riot Games.

Tyler1's Unbanning

• For a while, it seemed like Riot would continue to ignore Tyler, leaving his redemption arc incomplete.

• On January 4th, 2018, after 613 days of intense rehab, Tyler announced on Twitter that he was finally unbanned from League of Legends and would start streaming again the following Monday.

• On January of 2018, Tyler returned to Twitch and League of Legends donning what was intended to be the costume of his favorite champion in the game Draven.

Tyler1: The Most Toxic Player in North America

This section discusses how Tyler1 rebranded himself from being the most toxic player in North America to becoming one of the most viewed League of Legends streamers.

Rebranding Himself

• Riot Games invited Tyler on stage for one of their biggest events, turning him into something more than just a streamer.

• Despite being known as the most toxic player in North America, Tyler successfully rebranded himself by changing the narrative surrounding his image and creating memorable moments for his viewers.

• From a student occasionally streaming to 50 viewers, he became an entertainer on stage with thousands watching live and millions more at home.

Lessons Learned

• A brand is not about subscribers or followers but rather about people's experience of you and what they remember most about you.

• The question remains whether any of this would have happened if Tyler hadn't first been the most toxic player in North America.

Conclusion and Thank You

This section concludes the video and thanks viewers for watching while also promoting future content.

Thank You

• Thanks viewers for watching and supporting the project.

• Promotes channel content which includes documentary-style videos on business, money, and life in general.

• Asks for feedback on this video since it was different from other content on the channel.

Patreon Account

• Sets up a Patreon account to financially support the channel since making videos can be tricky due to the algorithm and demonetization.

Excitement for Upcoming Content

In this section, the speaker expresses gratitude for the support and excitement for upcoming content.

Speaker's Gratitude and Excitement

• The speaker expresses gratitude for the support received from viewers.

• The speaker is excited about upcoming content and hints at more to come.

Indefinite Ban of a Toxic Player

This section discusses the indefinite ban of a toxic player in the community.

Indefinite Ban of Toxic Player

• A toxic player receives an indefinite ban from the community.

Change in Narrative and Streaming Announcement

This section discusses a change in narrative and an announcement regarding streaming.

Change in Narrative and Streaming Announcement

• The narrative changes as the speaker announces that he will start streaming.

• The speaker has started streaming, marking another change in narrative.

Appearance of Homunculus

This section briefly mentions an appearance that was made by someone who looked like a homunculus.

Appearance of Homunculus

• Someone is described as looking like a homunculus.