The sports industry joins the eSports fever to reach the digital generation and expand its business. Can you imagine being paid millions for playing in a professional team? That you were able to fill stadiums with people coming to see you play? That you could attract the masses in the same crazy way as a rock star, a Hollywood actor or a famous sportsperson? eSports have made all that possible and more. The fever for video games has had a decisive impact on the sports industry, and not only has it borrowed the name, it has also given a voice to the digital generation and led it to stardom. eSports and the millennials have united and their strength is unstoppable.

To what extent eSports, or electronic sports, can be considered a sport remains a controversial question. If we stick to the definition in the dictionary, sport is understood to be any physical activity, whether a game or competition, that requires training and a subjection to rules. A second meaning is: all kinds of physical activity that is done for reasons of health or entertainment.

Spending hours and hours in front of a computer or with a mobile phone in hand playing video games is the antithesis of physical activity. But when the voices that defend it belong to elite athletes, and when the International Olympic Committee itself is seriously contemplating the possibility of introducing eSports in the 2020 Olympic Games, it is at least worth considering the debate. The growth in popularity of eSports over recent years combined with access to a unique target group has led to a million dollar marketing industry. Brands looking to invest in eSports should look to add value to what is likely to still be a developing scene. It means becoming authentically immersed in the community, investing long-term and engaging in innovative ways to add value.

Purchase traditional advertising

eSports events have similar advertising options as other traditional sports events: logos and branding on set, commercial spots, product placement and banner ads on video-on-demand content or livestreams. Right now, advertising across eSports’ many platforms remains much cheaper than doing so on more traditional sports, but with audience numbers for eSports soaring (big tournaments can boast 70m viewers worldwide), brands are recognizing its potential.

Sponsor eSports tournaments

Tournaments, conventions and gaming events are growing in popularity, and bringing in new audiences just as they create opportunities for brands to own a special occasion. Sponsoring a high-profile annual event is a significant opportunity to build brand affinity with the audience, reach the highest audiences and ensures a brand’s fortunes are not linked with the performance of a particular team or player.

Create eSports brand experiences

Brands are discovering that experiences go down particularly well with a target audience that appreciates authentic brand relationships that add value. A great example was Coca Cola’s viewing parties which offered fans the chance to see the League of Legends World Championships (held in Los Angeles) in 200 cinemas across Europe, Canada and US in realitime. The purpose was to recreate the excitement and the atmosphere for those fans unable to see  the real deal live.

That eSports is entering the mainstream can no longer be denied. With a growing niche audience, (at the moment and compared with other sports) relatively low prices and a variety of opportunities, it’s a marketing man’s dream. The variety of brands now recognizing its potential testifies to this. The challenge for brands now is to really engage with this audience through meaningful authentic partnerships which add value to the industry.

Source:
https://blog.hollywoodbranded.com/the-marketing-opportunities-of-esports-and-how-3-brands-got-involved
https://buzzbinpadillaco.com/what-brands-and-advertisers-need-to-know-about-esports/