Esports Marketing and You: The Complete Handbook
by Game Marketing Genie, on 14-May-2021 09:55:15
Are you thinking about marketing your products or services using the esports industry? You’ve made a good choice.
The esports industry is booming, and many businesses have already taken advantage of the advertising space it offers. While esports is a fast growing market, making the most of it for your business is far from easy. You’ll need to have a strong know-how of the gaming industry, its fans, and how your company appeals to them.
That’s why we’re here to teach you what esports is, how it came to be so popular, and how you can weave it into your marketing strategy today.
Esports marketing and you
Gaming is one of the biggest players in the entertainment industry, and a lucrative opportunity for companies to boost their marketing strategies. So, why does this matter to you? It’s simple - no matter the industry you’re involved in, it’s more than likely that your competitors are going to invest (or have already invested) in esports marketing.
When people think of sports, they usually envision physical courts, pools and stadiums. These arenas are usually filled with two things: an audience and advertising. As sports goes electronic, you may be surprised to learn that professional video gaming is filled with the exact same things. So, where do you fit in? How do you get your advertising to these audiences? What’s your first step?
We know that you must have a lot of questions because this is a new area for many businesses, but don’t fret! Our guide, What Does Esports Marketing Mean for Your Brand?, will help you learn more.
Is esports right for you?
You’re probably questioning if esports is right for your business. This is a good thing to do, but only if you are asking yourself the right questions.
If you don’t understand what esports is or how it can benefit your business, don’t worry, this guide will help you. In this section, we’re talking about more specific questions that you need to ask yourself to understand how your company fits into this sphere.
These questions include:
- Does esports appeal to my audience?
- What kind of people do I want to work with?
- What will my budget allow?
At a fundamental level, these are questions to which the answers will help you establish if esports marketing will work for you. They aren’t about the techniques you’ll need to use or the industry itself, but instead look at your business and the role it can play here.
For more questions you should ask yourself and the types of answers you should be looking for if esports is right for you, read our guide here: 5 Questions You Can Ask to See if Esports Is Right for Your Business.
Or for a one-on-one consultation that will help you understand if esports would work for you, get in touch with our game marketing agency today!
A walk through esports history
For businesses unfamiliar with the gaming industry, esports’ rapid rise in popularity might have been a shock - especially when some of your competitors are getting involved too. So, where did esports come from and how come it is such an opportunity for companies all over the world?
Believe it or not, esports started much longer ago than you might think! Video gaming began in the early 1950s, and the first known multiplayer game was created in 1958. This game, Tennis For Two, is now considered by many to be the birth of esports, and paved the way for video gaming to become a major form of entertainment.
But it was the next decade that truly established esports. Spacewar!, recognized by the New York Times as one of the top ten video games of all time, was created in 1962 and brought together gaming enthusiasts for the world’s first esports tournament.
More than 50 years have passed since esports first began, and it has evolved into a major player in the entertainment industry. It is important to understand the origins of this industry, which is why we’ve put together a guide which will take you from its very beginnings to where we are today.
Learn more about how it all started in Everything You Need to Know About the History of Esports.
Getting your esports marketing strategy started
So, ready to join the esports marketing space? Be warned - it’s not easy! That is why you’ll need a foolproof esports marketing strategy to ensure you hit the mark. After all, esports marketing can easily backfire if you’re not familiar with gaming culture, your audience, their interests and more.
So, why does esports marketing work? There’s one main reason: because it provides the authentic brand connection that millennials and Gen Z audiences expect from businesses they want to buy from. Esports offers brands a better ability to connect with their audiences through incredible content, sponsored collaborations, and closer connections.
To create a powerful esports strategy, there are nine things you need to know. These are:
- Start local
- Keep it real
- Know the fans
- Engage the community
- Understand your options
- Be inclusive
- Be prepared to change
- Know the risks
- Digital before physical
To learn more about each of these tips, be sure to check out our explanation in 9 Things You Need to Know to Create Your Esports Marketing Strategy.
Some strategies to consider
There are a few tactics you can use to create the perfect esports marketing campaign. However, you need to remember that just because your competitors used a particular strategy, it doesn’t mean that it will work the same way for you.
Your esports marketing plan will be a mix of different strategies, research and data. Some of these strategies are essential, others are optional, but all of them are worth considering if you want to perfect your campaign.
If done well, esports marketing could be exactly what you need to beat your competition and make more people aware of your brand and its products. And with the global esports industry revenue projected to reach $1.6 billion by 2024, you want to make sure you take advantage of this market.
Figure out how to master esports marketing with 10 Esports Marketing Strategies You Should Be Using.
Mobile games and esports
Mobile gaming makes up more than half of the entire video game market. With such a large market share, it is obvious that it would also take up a fair portion of the esports industry. While PC and console still dominates the field, mobile esports gaming has been growing consistently and has drawn big crowds and even bigger payouts.
This field is a great niche for businesses wanting to get behind esports marketing to jump into. With plenty of big mobile games out there, you can get in early and become one of the first brands to support this emerging market.
Get in quick and find out more in Mobile Esports Game Marketing: Your Chance to Make it Big!
Naturally, if you have your own mobile game, this is a great industry to get into. While you may not have the crowd behind your game to hold your own esports tournament, you can still get involved in some other marketing strategies - especially the one we talk about next!
Influencer marketing: perhaps the most powerful esports tactic
Esports is full of big name personalities, broadcasters, streamers, teams and more. These people hold massive power within the esports industry, and have audiences in the millions. As such, it goes without saying that their ability to influence the buying decisions of their fans is enormous.
This is why esports and influencer marketing goes hand in hand to create outreach opportunities unlike any other. Within the influencer marketing industry, esports influencers are one of the rising powers and if you’re a gaming brand (or even if you’re not!), then you need to get on board.
Professional gaming personalities are using their skills to promote products and services for businesses of all sizes across a variety of places including live streaming platforms, social media, broadcast esports tournaments, and even in person at physical events. But knowing the right influencers for your needs can be tricky, especially in an industry that has such a high demand for results.
Want to have an impact on your target audience? Read our handbook to learn How to Make Your Mark with Esports Influencer Marketing.
Brands that have succeeded with esports marketing
You might be thinking that only brands in the gaming industry have a chance of succeeding with esports marketing. While this is a common thought, it couldn’t be further from the truth. If you can establish a solid connection between your brand, its offerings and the esports audience, then you’re most of the way to being able to have a successful run with the esports industry.
In fact, diverse brands from many different industries have had a crack at this audience - and many have done quite well. You wouldn’t be shocked to hear that Intel does quite well with esports of course, but did you know that luxury fashion brands including Gucci and Louis Vuitton have also struck a chord with esports lovers?
If you want to get a little esports marketing inspo, then we’ve got the compilation for you. Check out these 5 Brands That Leveraged Esports Marketing and Succeeded!
Want to break into a new era of game marketing strategies? Then the esports industry is for you. Whether you’re part of the gaming industry or something seemingly unrelated, your target market is here watching their favorite streamers and team play competitively. You just need to know how to take control.
Fortunately, the team at Game Marketing Genie is made up of marketing professionals, data scientists, content creators, influencer experts, and most importantly, gamers. Our gaming marketing agency knows what your target audience is looking for, how to reach them, and what you need to do to get results.
Don’t wait for players to love your game - tell them why it’s amazing by getting in touch with us today!