Posted | July 3rd, 2018

Why your brand should leverage esports in their marketing strategy

Why your brand should leverage esports in their marketing strategy

Outsiders may be wondering what is remotely interesting about esports, esentially it is watching other people play video games. Insiders point out that it has its similarities with tradition sports just like watching a football or rugby match!

Electronic Sports, better known as Esports is a form of organised multiplayer video gaming events, typically between professional teams. These events will be hosted and sponsored by a brand, who may be endemic (have direct products and/or services that relate to the game being played) or non-endemic (brands that do not have products and/or services that relate) and teams will be competing for a prize pool of money.

When did esports originate?

It all goes back to 1972 when Stamford University students competed on the video game Spacewar for a year-long subscription to the Rolling Stones magazine. However, it wasn’t until 1980 when the first Space Invaders Championship, a household name at the time, took place with the attendance of 10,000 participants. Since then, esports has evolved and we’ve seen various esports tournaments across the world. The largest tournament, by attendance figures, was the League of Legends 2014 World Championship with an enormous audience of 45,000 individuals and a further 27 million online.

So why has esports become a multi-million event that brands are keen to invest in? Firstly, it’s a prime method for brands to reach males between the ages of 21 and 35 years old, which are almost impossible to reach through other advertising channels. Secondly, it is estimated that esports currently attracts an audience of 380 million people, with the vast majority following the action online via digital broadcast platforms like Twitch, which has more than 800 million views per month. Lastly, NewZoo, the global leader in esports, games and mobile intelligence have released a statement saying, “in the coming year, the global Esports Economy will grow to $905.6 million, a year-on-year growth of 38%”, proving that it is a growing sector you would be silly not to invest in!

What brands are successful in esports right now?

Energy drink manufacturer, Red Bull have invested in esports by sponsoring ‘athletes’ from around the world who compete professionally across an array of games. Most recently Red Bull has signed Twitch streamer Tyler ‘Ninja’ Blevins as an endorser of the brand. Ninja began playing Halo 3 professionally in 2009 and became a streamer in 2011 first with Justin.tv before moving to Twitch. His channel currently has over eight million followers and an average of over 90,000 viewers per stream, becoming the most popular Streamer as of May 2018.

Ninja Announces Red Bull partnership (credit: TWITCH/NINJA)

It was announced that Ninja would be partnering with Red Bull on a new ‘Rise Till Dawn’ event in Chicago on 21st July where players will be heading to compete with the professional to win $2,250 prize pool, a small scale considering the Red Bull brand and Ninja’s fanbase nevertheless it sold out almost instantly.

Other brands that are successful in esports right now include global brands such as Coca-Cola, Omen by HP, and Alienware to name a few. Alienware launched a high-end training facility for Team Liquid, a multiregional professional esports organisation, to provide training in hope to breed stars in the young industry of esports.

How are Kairos Media involved?

As a leading digital marketing agency and owner of Lightning Pandas, professional esports team playing FIFA 18, Call of Duty and most recently announcing a Fortnite team, Kairos Media have recognised and encouraged brands to incorporate an esports strategy into their marketing plan.

We have a clear understanding of the phenomenon that is esports – its fans, the community, and the gaming industry. Let Kairos Media help you to bring your esports strategy to a new level. Your brand will benefit from our direct access to the biggest teams, players and leagues globally.

About Kairos Media

Kairos Media is an innovative, results-driven social media marketing agency that works with global brands to deliver digital influencer and creative media strategies. Inspiring, creating and pioneering, the company believes in challenging the norm to deliver authentic and bespoke campaigns, hyper-targeted to each brand’s audience.

Learn more about Kairos Media, ask for a no-obligation meeting or contact us to speak to a specialist today by calling 020 7566 0055, emailing contact@kairosmedia.com, or visiting www.kairosmedia.com for the latest case studies.

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