What is Esports and How It Benefits Marketers

Esports are a massive opportunity for marketers. These gaming competitions offer many advantages. They have a vast, engaged audience and allow targeting of specific demographics. They enable interactive engagement and provide brand exposure through sponsorships and content. Influencer collaborations give direct access to fans. They offer data insights and a platform to showcase innovation. Plus, they have a global reach, unbound by geography. Marketers can use esports. They should form partnerships, embrace trends, and respect the community. Apps like 20bet mobile app download allow fans to bet on esports. They make it easy to engage with the games.

What Are Esports?

EMARKETER describes esports as structured competitions featuring professional players and teams. Like traditional sports, many esports have the same structure. They have leagues, teams, and players. Esports became famous due to the social aspect of live streaming and gaming. It includes gaming, media, pop culture, and e-commerce. This shows changes beyond gaming events. Platforms like 20bet mobile Peru let esports fans easily bet on these competitions.

Benefits of Esports for Marketers

Like traditional sports leagues, esports teams are backed by franchise owners and secure sponsorship deals. They also earn large prizes from tournaments. This boosts their value.

From a marketing point of view, esports are amateur gamers who stream on Twitch and YouTube. Some marketers target both parts of the gaming industry. Esports players often engage with many platforms, highlighting the industry’s fluid and interconnected nature.

Marketers who offer esports ads can participate in esports competitions on digital platforms and earn ad and sponsorship revenues.

Esports need more tech hurdles of metaverse ads. So, they can suit some brands.

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Types of Esports Marketing

  • Examples of advertising in esports are rewards, banners, and in-game ads.
  • Sponsorship: Brands like Honda, Totino’s, and Puma sponsor esports teams. HyperX, a gaming hardware company, owns the naming rights to an esports arena in Las Vegas.
  • Gamer influencer collaborations. Brands team up with popular gaming influencers to reach the gaming community. For instance, Chipotle gave influential streamers “celebrity cards.” These were unlimited gift cards to promote the brand. In 2018, Chipotle teamed up with Team SoloMid, one of the top esports teams in the world.
  • Live-streamed video ads: Esports tournaments are mainly on Twitch and YouTube. They are the top streaming platforms. Marketers approaching gaming will often advertise on professional esports and amateur gaming streams. These platforms have deals with leagues and players. They often compete for exclusive rights to the most popular content. 
  • Partnerships. Brands exploring esports can use publishers and streaming platforms to reach new audiences. These options are linked to traditional esports sponsorships. Riot Games sells ads during esports broadcasts. They also create custom content with the game’s IP. 

Marketers’ Knowledge of Esports 

Marketers must recognize the fast-paced growth of the esports industry. The esports community has a passionate, tech-savvy audience. It is very engaging. To build authentic relationships, use branded content and partner with influencers and teams. Also, do in-game integrations. They can create meaningful connections. 

How Large is the Esports Market?

A February 2024 EMARKETER forecast says 33.2 million people will watch esports in 2024. Esports ad revenues are expected to grow 8% to $277.7 million in 2024. Esports has potential, but many advertisers see it as a niche market. They are cautious about investing in it.

Top Marketing and Advertising Trends Shaping the Esports Industry

  • Esports are creating more chances for sponsorships and ads. Most esports marketers think digital video ads and influencer partnerships are the best.
  • According to EMARKETER’s Blake Droesch, esports is closely linked to the creator economy. “Advertisers initially believed that streamers’ large audiences would naturally boost esports,” Droesch explained. “This would, in turn, foster stronger fan engagement with esports leagues.”
  • Many marketers are creating branded content in popular esports games. This includes in-game skins and items that let players customize their experience. Brands value placing their products or logos in the game. It makes a smooth connection between the brand and the gaming world.

Esports Viewership and Streaming Platforms

Esports attract a broad range of viewers, including internet users of all ages. They watch pro gamers’ and teams’ competitions on video sites at least once a month. Livestreaming serves as the intersection of video content and gaming, seamlessly blending the two. In 2024, Twitch, for non-esports and non-gaming content, will have 36.4 million users. 62.2 million individuals are expected to watch gaming videos, including pre-recorded content.

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