Esports marketing is no longer just a game, it is a movement. Currently, the electronic sports industry moves around 1.2 billion dollars worldwide, 26.7% more than in 2018. An industry that is growing by leaps and bounds.
For companies, this has meant a change in the paradigm. A business opportunity unknown until recently, but with more and more followers. Many organizations have already bet on this industry, but it is difficult to enter the sector without knowing it closely and with so much uncertainty. Therefore, if you hesitate to enter or not and how to do it, in this article we will tell you the type of audience you will reach and the most effective marketing strategies.
“By 2022, the eSports audience figure is expected to exceed 640 million people. A large part of it is millennials and centennials“
Video game competitions are known as eSports or electronic sports. It can be played in an amateur or professional way. There is a great variety of leagues and tournaments of different disciplines. Currently, the most profitable games are League of Legends, Fortnite, Dota 2, Counter-Strike: Global Offensive, and Playerunknown’s Battleground.
By 2022, the eSports audience figure is expected to exceed 640 million people. A large part of it is millennials and centennials. The profile of a viewer of eSports competitions is generally that of a young adult between 21 and 35 years old (about 50%) and male (71% are men).
Most of them are full-time workers and consume more online media than traditional channels. This makes them a difficult audience to access and reach, but very important to achieve if it is the target audience for your brand.
It must be borne in mind that, although the use of mobile phones for eSports consumption has grown a lot, computers continue to be the preferred option. In addition, most consumers choose the Twitch and YouTube platforms to follow the tournaments. This audience’s favorite social network to comment on, on the other hand, is still Twitter.
Brands are a critical element in the esports industry. Until years ago, only companies related to electronic components, such as Intel, were the ones that bet on them. But currently, there is a large multitude of organizations with the most varied products that have decided to participate with marketing strategies in eSports. These generally seek to be associated with the values of this sporting discipline. Some of these are Coca-Cola, Adidas, or Red Bull.
If you are thinking of approaching eSports, here are five marketing strategies to do so effectively:
The esports business goes far beyond the tournaments themselves. Many more phenomena move around the acts. This would be the case of influencers or micro-influencers.
We already know that reaching references in the sector that we want to cover is important when carrying out marketing actions, and in eSports, it is no different. Find and establish collaborations with influencers or micro-influencers in the industry that fit with the values and profile of your brand. Your reputation can help you give your company visibility. If hiring the best known is out of budget, focus on the buses. Even if they have fewer followers, if they have a loyal audience you can get a very positive result.
As we discussed in our previous article, sports sponsorship is an essential part of marketing for many companies. Through a sports sponsorship, you can become an official supplier of the sponsor of a club or team, which is a valid and effective strategy.
Imagine being able to collaborate with professional players. Just as Infinet Sports did with GOAT, partnering with teams and players will help you get to know and get more involved in this world. Contact them and help them grow. It is a continuously developing and highly competitive industry, so there are still many new players to discover and become stars.
These competitions are seen by thousands of followers around the world. Its broadcast is facilitated through Streaming platforms, mostly by Twitch and YouTube. According to an IAB study, 2 out of 3 viewers who interact with streaming video ads, remember the brand, enter the ad and visit the brand’s website. This is a great opportunity in terms of launching a digital marketing strategy. Businesses can easily reach millennial and centennial audiences through these channels.
Stay away from intrusive advertising, it doesn’t work. A user who is playing online is annoyed when an ad suddenly pops up and slows down the game. Look for less aggressive forms of advertising, offer valuable content to your audience. Create content that offers experiences, that are entertaining and that fits the profile of your consumers. Only then will they remember you.
If you want to know more about the world of eSports, get in touch with us and we will help you get involved in this fascinating world.
Game Over
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