How Brands Compete to Win with eSports

But why do so many people across the globe care so much about competing at video games To answer this fundamental question Blicx Ltd a market research firm based in the UK enacted a study consisting of an eightminute online survey among a global game panel of console and PC gamers The 1125 completed responses showed that 75 are very aware of eSports and 72 are interestedvery interested in digital sportThe study also shed light on core tenets of the eSports experience Specifically motivations for participation hold huge implications for how brands and marketers connect with eSports consumers Below is a synopsis of the findingsDigital Scale and ReachThe glue for todayamp8217s competitive video game experience is online video streaming which enables unique pockets of enthusiasts to connect and interact from playing together to consuming an increasing array of gamingrelated contentDespite recent moves towards more eSports content on TV expect the 21 ratio between online and linear viewership to hold steady Limited by national and regional broadcast models TV will remain the amp8220second screenamp8221 for globally disparate eSports audiencesamp160On the other hand online video content exerts an undeniable gravitational pull on eSports viewership Twitch for live broadcasts and YouTube typically used for video on demand VOD content are two destinations brands cannot afford to ignoreForwardthinking brands are already partnering with Twitch to reach eSports audiences For example Totinoamp8217s grabbed naming rights for a 50000 Call of Duty eSports tournament on November 14 2015 that averaged 30000 live viewers throughout the sixhour broadcastThe same campaign also included the Bucking Couch Bowl a threeandahalf hour interactive program on Super Bowl Sunday 2016 The live Twitch broadcast integrated influencer marketing by featuring popular streamers iijeriichoii 787000 followers summit1g 1461104 followers and Gold Glove 1141863 followers going headtohead in a series of contests all controlled by viewer chat commandsPassion PayoffThe term enthusiast is often used to describe eSports fans Yet it is passion that inspires enthusiasm attracting time and attention from traditionally hardtoreach demographics Effective marketing communications in eSports must align with core emotive drivers for this fervent level of passion amp160Fandom and loyalty in eSports are heavily tied to the video game title being played As a result competitive video game enthusiasts respond to experiences that tie into unique elements of individual game communities This represents a challenge for nongaming advertisers and agencies initially navigating the landscapeFurthermore key in overcoming the noted low tolerance for mainstream marketing messaging and tactics native to eSports audiences is brand investment directly into the cultural fabricamp160Essilor a world leader in ophthalmic optics is an example of how a nonendemic brand can do just that The companyamp8217s Eyezen Challenge was created in association with Fnatic a leading competitive eSports organization to launch its new Eyezenamp8482 lensesThe program is an immersive digital experience in the form of an online game and demonstrates key elements of impactful brand communications in eSportsAudiences are engaged as participantsThe challenge presents a clear purpose compete and winBranding and messaging is smoothly weaved into the experience as opposed to in an intrusive natureCompete to WinThe line between fan and competitive player is blurred in the world of eSports and thatamp8217s a good thing Watching video game matches inspires interest in actually playing the game Ease of access players donamp8217t need expensive coaching or adult supervision to practice only further adds to the allure of eSports among younger demographicsLikewise Malcolm Gladwellamp8217s 10000 hour rule is still very much alive in this world Meaning the healthy segment of eSports fans who are also active players cannot be ignored According to the survey31 watch eSports content to improve personal gameplay47 consume eSports for analysis of play strategy and game tactics1 out of 10 respondents participated in an online or physical tournamentBrands can reach this segment by aligning with a growing number of platforms suited to help gamers improve performanceOne such example is Overwolf which provides apps that literally run within PC games and help players win more After every game Overwolf loads a summary of the session offering video highlights performance activity stats and more This paradigm empowers brands to engage their target market in creative ways including video and brand takeover around this game summary contentThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggersamp160

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

How Brands Compete to Win with eSports

Author

Publish date

Channel

Alex Fletcher

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

How Brands Compete to Win with eSports

Enjoying This Commentary? There's More to Love

Alex Fletcher

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

The payment was successful

Cookies