10 Of The Most Effective Esports Marketing Strategies
by Game Marketing Genie, on 15-Sep-2020 11:30:24
Esports is a rapidly growing segment of the gaming industry, with its fan base growing each year. Seeing its potential, many popular gaming and non-gaming brands have been using esports marketing for brand promotion. Some of these brands include Red Bull, Coca Cola, ESPN, and Mercedes.
A recent study shows that the global esports audience has reached over 540 million in 2024. Statista projects that by 2030, the total Esports revenue will reach nearly $6.96 billion.
So, if you wish to use esports as well to grow your brand, here are some foolproof strategies.
10 best esports marketing strategies to grow your brand
1. Find the right audience
You must understand your audience thoroughly to come up with a targeted esports marketing strategy. Find out their gaming motivations and the kind of gaming experiences they like. It will help you create content that appeals to them.Esports is categorized into different gaming genres:
- PvP – Player vs Player
- RTS – Real-Time Strategy
- FPS – First Person Shooter
- FGC – Fighting Game Community
- MOBA – Multiplayer Online Battle Arena
- MMORPG – Massively Multiplayer Online Role-Playing Games
Understanding which category of games your target audience prefers will make it easy for you to cater to their needs.
2. Identify the right platforms
After identifying your audience, you will then have to find the platforms where they spend most of their time. It gives you an idea of where to post your marketing content to reach your audience.Other things to consider before picking the platforms -
- Which are the platforms that your competitors are not active on?
- Which platforms are most suitable for the esports games that your audience will enjoy?
When analyzing the platforms, check their user counts and subscription plans. Read online reviews to determine their effectiveness as marketing tools.
3. Leverage content marketing
Content marketing can increase your brand visibility provided you offer valuable content to your audience. Create promotional videos to get people excited about your streamed events. Share the videos on your social media pages to ensure more people are aware of the upcoming streams.Things to consider when producing content -
- Make sure it's related to gaming, well-researched, and impactful.
- Be consistent when posting your content. Plan the dates, modify the content when needed, and stick to the schedule.
- See how your audience responds to your content, and use their feedback to refine your strategy.
4. Focus on influencer marketing in esports
Influencer marketing can impact the reach and effectiveness of your marketing campaigns. Collaborate with influencers who have significant following on your chosen platforms and an audience that matches your brand. This way, your promotional content will get to the right people and bring in more sales.
You can choose to work with either micro or macro influencers, depending on your budget and campaign goals. Macro-influencers have wider reach and established credibility. On the other hand, micro-influencers offer authenticity and actively engage with their followers. Determine the right type of influencer to ensure your campaign succeeds.
5. Sponsor esports events
If you want to increase brand awareness by using high-profile esports streamers, consider sponsoring their events. Doing so will get your brand before a large fan base that's highly interested in the event you are supporting.
Consider sponsoring conventions and business summits to popularize your brand. This helps build lasting relationships with key industry players like video game streamers, top esports teams, organizers, and other like-minded businesses.
6. Host contests and giveaways
Run contests where gamers can win branded merchandise and freebies that appeal to the gaming community. These contests spark conversations and help expand your user base.
Brands can also partner with popular streamers, offering merchandise in exchange for exposure. This strategy can attract esports teams, leading them to approach your company for product sponsorships in upcoming competitions.
7. Launch your own esports team
Esports teams are groups of professional gamers who compete in video game tournaments. Why have your own team? When they stream, you get prime advertising spots and control over campaigns and fan engagement.
You don’t need to be a big brand to start an esports team. To form a team from scratch, you need Partner status on Twitch, or you can collaborate with someone who has it.
8. Host tournaments with your team
Hosting tournaments with your team is another great way to put your brand into focus. Through these tournaments, you can directly interact and engage with your audience.It’s advisable to start small if you are new in the industry. Partner with local sports bars and gaming arcades who may be interested in co-sponsoring the tournaments.
Some team events you host can include:
- Mini tournaments - Organize a team competition where members compete against each other and the winner gets exciting rewards.
- Team meetings - Broadcast your team’s meetings to showcase the human side of your brand to the viewers.
- Podcasts - Let your team talk about trending topics, sporting advice, or anything that your viewers will enjoy.
9. Utilize video marketing
Video marketing through ads is another strategy that can be effective if shown to the right audience. Since your target audience is gamers, they would naturally prefer interactive content similar to what they experience in games. Twitch streamers are able to run pre-roll, mid-roll, and post-roll video advertisements, so partnering with them is beneficial.
10. Analyze your strategies
Your esports campaigns are ineffective if they do not bring the desired results.
Track how your audience engages with your content to determine what they like. Calculate the ROI to determine the effectiveness of your campaigns. If the ROI is not good, invest in a new strategy. Regularly test and measure to find the best approach.
Conclusion
Esports has seen significant growth, creating a prime opportunity for brands to connect with a large, engaged audience. Esports marketing provides a powerful way to increase brand awareness and stay ahead of the competition.
If you're interested in learning more about the dynamic world of gaming, be sure to explore our other blogs for additional insights!