Esports audiences are growing prodigiously, increasing the lure of sponsorship opportunities to a range of brands beyond the tech sector. Hype about esports has reached fever pitch, sparking a scramble by major brands to grab a piece of the action.

The sector is awash with money as speculators bet big on 2018 being the year it comes of age. Investment has come in from traditional sports teams, pop stars, private-equity firms, marketing agencies, games publishers, consultancies and market research companies. However, “non-endemic” (in other words, non-techy) advertisers have been largely notable by their absence.

Marketing experts say, is that the growth of e-sports, both as an industry and as a fan favorite, is outpacing the willingness of enthusiasts (notably the coveted young men who outnumber other demographics) to accept conventional consumerism in their orb. This guide aims to demystify esports, and to identify the biggest opportunities and challenges facing brands as they consider a move into the sector.

On one hand, experts believe 2018 to be a banner year for the burgeoning industry. Modeled after other pro sports leagues, like MLB and the NBA, the league will feature hometown teams — with the idea of driving fandom, ticket sales and sponsorship.  This past year was huge for the growth of eSports. The number of people who viewed eSports events had already doubled its total from all the past year. The production value of events has reached new heights thanks to innovative stage and broadcast production teams pushing the boundaries of their craft. Teams are getting more savvy about how to operate their businesses; becoming content creators and better marketers for the sponsors that fuel their bottom lines. The past year brought more dedicated eSports venues online, increased league standardization, and formalized training facilities for players opened up which have been doing their best to raise the level of competitive play.

Craig Keller, an eSports Strategist said, In the upcoming year, I think that we will see the deluge of brand investments continue as more become aware of eSports and its power as a marketing vehicle. As the eSports adoption life cyle continues on it will become increasingly important for the brands in the early majority to deploy innovative marketing and monetization strategies when engaging the eSports audience as driving awareness and the right to engage with consumers becomes more competitive. Just as in today’s other highly competitive marketplaces, providing value to fans through authentic storytelling and experiences will remain paramount for eSports brands.

“I predict that we will also begin to see an increased focus on digital and see more brands creating experiences that tap into the eSports customer’s context, drawing them in closer through an authentic context-designed engagement rather than creating loud ads that demand attention,” he said.

The short of eSports is that it’s big and it’s only getting bigger. This is one of those rare moments for marketers where they can see the future and actually have a chance to be a part of shaping it rather than racing to catch up.

Source:
https://www.holmesreport.com/latest/article/brands-look-to-e-sports-for-new-marketing-opportunities
http://esports-marketing-blog.com/rise-of-esports/