How Esports Marketing Can Help?

Esports, also known as electronic sports, is a type of competitive sport that is played through video games. Esports usually are played as organized, multiplayer video game competitions between professional players, as teams, or even as individuals. Most gamers know that online and offline competitions have been a part of video game culture for ages, but this was mostly for amateurs - until the late 2000s. This is when professional gamers took to the stage and grew an audience through live streaming these competitions. People flocked to witness the pros compete, much like people flock to hockey rinks and football stadiums, and as such, esports surged in popularity. Around 2010, esports was a very significant factor in the video game industry, and many game developers actively design their games towards a professional esports angle. As esports popularity grew, so too did interest from the marketing sector.

Is There a Difference Between Esports Marketing and Professional Sport Marketing?

Esports popularity has grown remarkably quickly in recent years, and subsequently so too has the interest in esports marketing  ( ). According to one article, “The explosive growth has started catching the eye of big-spending marketers including Arby's, Audi, Coca-Cola, PepsiCo, Gillette and Bud Light. They are among the brands putting money into esports in hopes of reaching the sport's demographic sweet spot: males between the ages of 21 to 35 who are increasingly hard to reach via traditional advertising.” Many brands have used professional sports as a marketing opportunity for decades, so marketing in a professional sports arena is nothing new. However, what is new is having video games being described as a professional sport. This shouldn’t make potential marketers wary, though, because, despite the change in medium, esports is exactly like professional sports: competing teams, the formation of leagues, fans of the sport/game paying money to see them play live or watch a broadcast/livestream from home. In both a professional sports and esports standpoint, there is a demographic with clearly defined interests - and this opens up the doors to marketing!

Esports Marketing Tips:

Here are a couple esports marketing tips that should get you on the right track:

1. Find your audience! Like any good marketing strategy, identifying your key demographic is crucial. It can also be easy to become overwhelmed by the multitude of esports out there, but to keep it simple, you should start out focusing on a specific league or a single game, and then branch out from there.

2. Discover how to reach them! You know your demographic, now you need to know where the best place is to reach them. For esports, Twitch and YouTube are dominant platforms for esports fans.

3.  Sponsor a team! Just like many companies do with professional sports, sponsoring a team can also be done with esports (at a much lower price). Due to the nature of video games (new ones being created constantly and old ones decreasing in popularity) the amount of leagues and teams in esports is almost unlimited!

With these tips under your belt, you are well on your way to making a splash in the esports marketing ( ) scene!

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