how might brands use esports as a marketing tool to engage with...

how might brands use esports as a marketing tool to engage with esports consumers

https://medium.com/@anic.deniz/how-might-brands-use-esports-as-a-marketing-tool-to-engage-with-esports-consumers-2e8465970d20

— A PLAYBOOK FOR MARKETERS ABOUT HOW TO WIN THE ESPORTS BUSINESS.

While the study of computer games in general is slowly becoming accepted in the academic world, the scientific investigation of competitive computer gaming, also called eSports, is still in its infancy. Due to the different facets of eSports and the rising impact on society, it’s becoming part of a modern subculture on a global level and is therefore an interesting industry to look at from a marketing and advertising point of view. A lot of companies from a wide range of industries, which are looking for investment opportunities, are now trying to find their entry into the dynamically growing and continuously forming eSports market (Bozorgzadeh, 2017).

ESports isn’t a new trend or technology. It is a full-blown shift in entertainment and culture that is taking a huge and growing amount of young people’s time and attention (Cunningham, 2016). So this shift needs to be understood by brands and companies if they want to connect and engage with the young target group. Why is there a need for that? Because marketers have a problem reaching the so called “millennials”. From a historical point of view, this generation seem to be more digitally advanced regarding the interaction with digital media and interventions as they grew up with these technologies.

A brief definition of eSports

For Hamilton et al., electronic sports, more commonly known as eSports, also known as esports, e-sports, cypersport, competitive (video) gaming or pro gaming , is the term to describe playing and spectating high-level games in a competitive atmosphere (Hamilton, Kerne, & Robbins, 2012). Wagner focuses more on the people’s fitness and given technology by phrasing that “esports is an area of sport activities in which people develop and train mental and physical abilities in the use of information and communication technologies” (Wagner, 2006). Wagner further takes into account, that the definition of “sport”, as it is defined today, is affecting how eSports is defined. Whereas in the industrial age, “physical fitness” was one of the most dominant values in society, sport contestants competed in traditional sport disciplines. But It has to be expected that the activities we will accept as sport disciplines will change as our value system change, for example due to technological progress (Wagner, 2006). Also, a definition of eSports need to be broad and generic enough to include upcoming technology trends and changes, for example using pc’s, consoles, smart phones or other devices to virtually compete. ESports further does not describe a single type of sport, it is rather a superior collective term, containing different eSports genres. Each requiring different skills depending on the athlete’s game and his or her role within a team.

The eSports industry

Based on the last years’ figures of Newzoo’s annual report, the eSports industry generated $696 million in 2017, with a year-on-year growth of 43.1% compared to 2016. $517 million have been realized by brand spending from various companies (advertising, sponsorship, and media rights).