Now brands can Play with the E-Sports and take their place in the market.
Recently, Ninja which is the biggest e-sport crossover appeared on the Ellen DeGeneres show. She returned the favor and made an appearance on his Twitter stream. This is just an example of stars from esports going to the mainstream.
Ellen is not the only mainstream person to accept esports. Bob Kraft and Stan Kroenke, as well as major gaming companies such as Activision Blizzard, are creating esports products and teams. Mastercard has even joined in the sponsorship of esports. According to new research, the esports business is said to reach $137.9 billion by the end of 2018. By 2021, this figure is projected to reach $180.1 billion.
Esports allows a person to play in a world of adventure, fantasy, and escape. Many fans spend several hours a week looking at the esports content and this form of media. Many fans spend an average of 106 minutes a day looking at esports content.
Esports is a complex industry. Fans are quick to state what they do not like. The mainstream press has not figured out the esports market and they do not know how to reach these fans. They know that there is a lot of room for investment in this new area and they can make a lot of money.
There are some ways to get into the esports market.
A company has to show that they understand the esports fans and that their brand offers something of value. For example, the Nissin Cup soups are offering special contests including a trip to Japan for purchasing specially marked packages. Video fans have picked up on this promotion and it was successful. American Express did not have as much success. they did not understand the needs of fans and were not considered to be credible.
It is important to know the audience.
A brand has to know their goals and what they are looking to get from esports. They need to find people that will likely use their products or services.
Act Like a Partnership
The key to marketing in esports if to sell the product with authority but do not talk to the audience. It is recommended to use a Presented By before the event or to use a long tail product integration.
Commit to the League
Esports fans are looking for brands that are in it for the long run. They are looking for companies that are going to grow with the sports and will serve the e-sport community. Most fans do have a positive attitude towards brand involvement so it is worth the time and investment.
Esports fans spend twice the amount of time playing these games as they do watching TV. With the right mindset, there is a huge audience for marketing in esports.