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The Untapped Power of Esports Advertising

11 mins read

Esports is booming and is set to keep on growing. For such incomprehensible traffic like esports, some marketers might not take it seriously the idea of eSports advertising their brand. But if you’re still hesitating, let other business titans convince you. With this in mind, big companies names such as Red Bull, Intel, Taco Bell, or ESPN already know the power and potential of esports marketing. That said, digital marketing strategies will work to a brand’s profit if done correctly. 

Brands of all sizes, including non-endemic businesses, can advantage from esports marketing. As long as your brand fits the target audience, then there’s no reason why you shouldn’t advertise using esports marketing. Just stay authentic and consistent in your marketing campaigns.

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Why Esports Advertising Has so Much Potential

Now that I’ve put things into perspective with the information above, let’s see all the actual reasons esports advertising has so much capacity.

Esports Advertising Is Safe and Futureproof

Esports advertising is an incredibly promising investment. Why? It’s pretty clear — esports is closely connected to live streaming, which is also a rapidly growing industry.  

Esports Is a Booming Industry With a Growing Market

The reason esports is inevitable to grow even more is because of its target demographic. More and more younger generations are born and raised in a growingly digital world in which participating or taking interest in esports comes as natural to them as traditional sports to avid sports fans.

Businesses are Increasingly Investing in Esports and Its Players

Many brands have already used the opportunity to advertise in esports, so you should follow it as well. There are more and more interested people by the day, and that isn’t going unnoticed. Not only are more people investing in esports events, but more and more are recognizing esports as an official sport.

How Brands Can Advertise in the Esports Scene

So how can brands take advantage of this tangible esports industry and build a name for themselves? There are multiple effective methods to do that, so let’s check them out in detail:

Today, esports is considered a professional sport. It’s even close to being included in the Olympics. Players are athletes in their own way, who have to train physically and mentally to play at the highest level.

Esports Genres

Nowadays, the most common esports video game genres are:

  • Multiplayer Online Battle Arena (MOBA)
  • First-Person Shooter (FPS)
  • Fighting
  • Card Games
  • Battle Royale Games
  • Real-Time Strategy (RTS)

Esports Platforms

Twitch, which is owned by Amazon and YouTube Gaming platforms are the two biggest online streaming media websites for esports. Other providers include:

  • Facebook Gaming
  • Smashcast
  • Mixer
  • Bigo Live
  • Afreeca
  • GosuGamers
  • DouYu
  • Huya

Esports Competitions

Esports competitions are represented in leagues and tournaments, including:

  • League of Legends World Championship
  • Dota 2 International Championship
  • Evolution Championship Series
  • Intel Extreme Masters
  • Overwatch League.
  • Amazon Mobile Masters

Esports Ecosystem

It’s not just pro gamers and teams that are involved in esports. The ecosystem also includes a growing number of fans, viewers, streamers, organizational companies, and sponsors.

There are two categories of players:

  • Esports enthusiasts: Everybody who watches esports more than once per month.
  • Occasional viewers: Everybody who watches esports less than once per month.

How to Begin With Esports Marketing as a Brand

No matter how big your company is, you can advantage esports marketing. Here are some strategies to help you begin.

Find the right audience

Just like traditional sports, eSports can be divided into many different genres. Demographics can be categorized by the type of games they like. 

  • PvP (Player vs. Player)
  • FPS (First-Person Shooter)
  • RTS (Real-Time Strategy)
  • MOBA (Multiplayer Online Battle Arena)
  • MMORPG (Massively Multiplayer Online Role-Playing Games)

If you know who you want to attract, you can create content that will appeal to them. You will also be able to cooperate with eSports teams that are liked by your target audience. If your goals overlap with those of the team you sponsor, it can lead to long and mutually satisfying collaboration for both stakeholders.

Go to the right channels

After you’ve found your esports target audience, now you can find where they are hiding.

More often than not, you will find your potential clients in minor and major video game streaming platforms. Here are some of them:

  • Twitch
  • YouTube Gaming
  • Facebook Gaming
  • Hitbox
  • Beam
  • Azubu
  • Bigo Live
  • Afreeca
  • Gosu Gamers

The Best eSports Marketing Strategies

So how can brands take advantage of this moneymaking esports landscape and build a name for themselves? There are multiple effective ways to do that, so let’s check them out in detail:

Find and Partner with real eSports Influencers

Influencers can help you increase the reach and penetration of your eSports events and campaigns. But you need to find influencers that have the same demographics as yours and are popular on your chosen platforms. 

The most successful streamers are:

  • Ninja (19M on YouTube, 14M on Twitch)
  • Shroud (6.5M on Twitch)
  • Summit1g (4M on Twitch)
  • Riot Games (4M on Twitch)
  • Tsm_myth (5M on Twitch)

Launch an eSports Team

For companies with a sufficient marketing budget, launching an eSports team will create that perfect synergy. Underrated esports teams who are searching to find sponsorships will work FOR you and not WITH you. That means you receive esports advertising whenever they stream or perform for their audience and you call the shots.

While starting a team from scratch might be more cost-efficient, sponsoring a team with a help of agencies will connect you to the most well-known international esports teams. 

Invest in Video Ads

Video ads are effective every time if they’re shown at the proper time and to the relevant audience. For instance, Twitch streamers can show pre-roll, mid-roll, or post-roll video ads on their streams.

Millions of esports fans will weigh a Twitch streamer’s credibility through big brand collaboration. Esports teams and players will have more gaming reputations worldwide when viewers see that they’re sponsored by prominent brands.

Create Small Tournaments

Small things begin from humble ideas. So never underestimate the role of small tournaments. These may become the perfect points of entry into more significant esports events. This is also a perfect way for smaller companies to leverage esports marketing.

Co-Sponsor an Event

If you want to advantage from the popularity of a high-profile streamer on Twitch, you can think about co-sponsoring one of his events. The advantage is that you get a ready-made fan base that is interested in the content you’ll sponsor. Another advantage is that you build credibility on the platform which can earn you more viewers, sponsors, and streamers.

Content Marketing

Content marketing can gain more followers for your business provided that you offer valuable content to the right audience. You can even try guest posting in some known esports blogs to widen your reach. 

Another thing to consider is using the outsourcing service for creating and distributing the articles about your activities in the media outlets for the relevant audience. PRNews can cope with this tas with ease. Its professional team will write, pitch, and distribute your stories at a fixed price to relevant publications. With their huge experience, skilled team, and impressive contact base, they know how to write posts to be appealing, catchy, and captivating to be published in authoritative newspapers and magazines. 

Content Marketing Platform

Gaming enthusiasts who think your content is share-worthy will undoubtedly like, engage, comment, or share your blogs within their community as well.

Merch Giveaways to Gamers

Your brand doesn’t have to be in line with esports. However, you can consider ways to affix your brand into this booming electronic sports through your products or services.

You can either choose random esports players or highly followed video game streamers for free merchandise as well. That way, you know you’re well performed in the gaming arena. This marketing strategy will be lucrative for you in the long run if you’re ready to create or sponsor an esports team.

Wrap Up: Esports Advertising

Esports marketing is the next potential profit. As more big brands intrude with esports advertising, this industry is somehow telling entrepreneurs and brans one thing — there is promising business growth in esports. Brands of all sizes, including non-endemic brands, can start a collaboration with esports marketing. As long as your business fits the target audience, then there’s no reason why you shouldn’t start using esports marketing. Just remember to be authentic and consistent in your marketing campaigns.

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Daria Nartya

Hi! My name is Daria. I’m a content-manager, SMM, English, Ukrainian, Russian translator, have a master's degree in Finances, but I can't do somersaults. My copywriting goal is to help businesses get their message across to the audience and receive the most out of it. Feel free to contact me: [email protected]

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