By 2022, the global eSports market revenue is expected to reach $1,790 million. Its compound annual growth rate (CAGR) between 2017 and 22.3% is expected, with sponsorships accounting for the majority of revenue. With figures like these, non-endemic brands have made eSports marketing a primary focus. Competitive gaming or video gaming is referred to as eSports. It also has a large following among younger generation.
Until recent times, Red Bull and Intel were the only players in this space. However, non-endemic brands such as Mercedes and Coca-Cola have now joined the eSports marketing bandwagon. The social interaction and level of competition are the primary interest drivers. Twitch is one of the most popular eSports streaming platforms, and it reportedly has a low ad volume. Sponsored ads perform well on Twitch because streaming fans are more engrossed in the content they stream live. The live chat and contest features increase the level of interactive content.
In this article we will highlight some of the best eSports Marketing Strategies:
- Identify the Ideal eSports Audience
One must first comprehend the eSports community in order to create an effective marketing strategy. It is absurd to assume that all eSports fans are the same. ESports, like traditional sports, can be divided into numerous genres. Audiences can be classified based on the types of games they enjoy. You can produce content that will resonate to your intended audience if you know who they are. You will also be able to contact eSports teams that your target audience enjoys. If your goals align with those of the team you endorse, It can lead to a long and mutually beneficial collaboration for both parties.
- Choose the Correct Channels
Once you’ve gotten to know your target audience, you should figure out where they spend the majority of their play time. Then, look for the most widely played teams that offer excellent endorsement deals. Most gamers prefer to spend their spare time on streaming video games channels. The most widely used platforms are:
- YouTube Gaming
- Gosu Gamers
- Hitbox
- Bigo Live
- Twitch
- Collaboration with eSports Influencers
Influencers can help you increase the exposure and reach of your eSports campaigns and tournaments. However, you must identify influencers who have a similar audience to yours and are involved on the platforms you intend to use. There are numerous influencer marketing tools available to help you restrict down the search by help in controlling who meet your criteria. Consider this illustration of how an eSports influencer can increase your sales:
Shroud is a popular Twitch and YouTube streamer. He collaborated with the clothing company JINX to advertise their bomber jackets. The jackets were emblazoned with Shroud’s logo and supported on the brand’s website and also Shroud’s Twitch account. Influencers can certainly assist boost the exposure of your content. Advertisements and live chat sessions can highlight your partner influencers.
- Create an eSports Team
Teams are a group of gamers who are all focused on the same game and regularly stream their gameplay. A Twitch team can consist of any number of people. Contrary to popular opinion, small businesses can easily establish an eSports team. Many excellent eSports teams have not received their fair share in terms of endorsement deals. They will happily work for you if the terms & conditions are acceptable.
You will receive premium advertising spots when these teams stream video. Similarly, when they interact with customers, you get first dibs. To form a team on Twitch, you must be a Partner. You can also collaborate with an individual who has this designation. You can find members for your team by searching for streamers in Twitch Facebook groups. Marketing on your social networks and webpages can also assist.
- Organize Team Events
If you’re fresh to the eSports scene, it’s best to begin on a limited scale. You can look for businesses interested in co-sponsoring events by visiting nearby pubs and gaming arcades. Here are some examples of events that your team can organise on Twitch:
- Team meetings: Make your team page a lively, active room by holding regular team meetings where you can strategize ways to enhance your broadcast. To improve network with your team, you can set up a Discord server. Team members can use the dedicated server to submit questions and swap notes.
- Multi-streaming events: If your streamers regularly work collaboratively and socialise with one another, your team will gain more audiences.
- Mini tournaments: You can divide your team and pit them against one another. Start promoting the event on social networks and start encouraging your teammates to do the same. You can hold a giveaway to encourage more people to watch the tournament.
- Podcasts/webinars: Develop a weekly or monthly show in which you encourage members of your organization to discuss insider information and sporting advice with audiences.
- Hire a Team Building Agency
If you’re short on time and really need assistance building your eSports team, you can hire an eSports influencer agency to link you with the most pertinent and trustworthy eSports team on your preferred platform. Agencies can help you find influencers and manage campaigns. The only disadvantage is that they can be more expensive than forming a team from scratch.
- Focus on Event Co-Sponsorship
If you want to attract attention by capitalising on the popular appeal of a well-known Twitch streamer, consider co-sponsoring one of their events. The benefit is that you will have a fully prepared fan base that is heavily entrenched in the subject matter you will sponsor. Another advantage is that you gain platform legitimacy, which can lead to more audiences, funders, and streamers.
GameStop, a well-known sporting goods retailer, has partnered with OpTic Gaming, an eSports powerhouse, and two other brands to host events in 2019. All of the events were aimed at the Texan gaming communities, who are GameStop’s target demographic. They managed to hold gaming classes and clinics in local GameStop locations. GameStop’s in-store sales and brand image improved massively.
- Emphasize on Content Marketing
Content marketing can aid in the establishment of your company in the video games industry. Blogging about useful gaming information will undoubtedly earn you a devoted fan base among eSports enthusiasts. You can ask your influencer partners to generate preferential content for you and advertise it through their channels. Furthermore, you can advertise your content via your webpage, social media accounts, and in-stream advertisements. Make a strong CTA at the climax of your blog post to entice readers to perform the requested response. If your content has been well and up to date, it has a good chance of becoming hugely popular in the gaming communities.
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- Your Strategy Should Be Evaluated and Revised
If eSports marketing does not run effectively, the entire exercise is pointless. As a result, it stands to reason to analyse your campaigns on a regular basis. You must set realistic goals, especially if you work with relatively small influencers and streamers. If you anticipate a high ROI, you can buy stock in pre-roll, mid-roll, and post-roll video ads. Twitch Affiliate and Twitch Partner Programs may be expensive, but they provide guaranteed returns. In any case, you’ll need to keep an eye on your campaigns and adjust your strategic plan as required.
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