Since esports is still in its infancy, and growing at such a slow rate, Marketing has much to offer for any company targeting such an engrossed niche. Esports are fans across the globe and it act as an opportunity for marketers to target the young generation of the population who are more inclined towards technology. Here are several guidelines that brands can utilize so that esports marketing is optimized.
Finally, the most important information anyone should know before proceeding with any marketing campaign is, the target consumer. Esports fans are young, mostly male, and belong to the generation that was born with the internet; the generation that understands what it is to be real. They are often skeptical about the traditional modes of promotional communication, which translates to means that brands must penetrate their natural habitat. What this means is that we need to speak to them on their terrain as they seek to express themselves via the likes of Twitch, YouTube, and social media in their language.
Esports are one of the niches that use influencer marketing at its full potential. Twitch system will enable the brands to work directly with the streamers, content creators, and esports teams the fans will be able to deal directly with the brands. Most are close with their fans; this makes them develop an image that is reliable to the public at large. Like with the product placements, sponsorship and collaborations with esports teams help place the brand during important events and hence become quite familiar even with the more elitist viewers.
Even in most of cases, esports marketing is more or less revolving around content distribution. Instead, brands should only focus on the production of positive content in the form of valuable and entertaining info the community would love. This can from lifestyle and watching the life episodes and the interviews of the players to the funny jokes with the memes as well as the themed promotions. The key is to produce materials that make them look real and improve the environment of esports as opposed to just representing brands.
Event branding in eSports events whether in a virtual platform or physical is another excellent way of achieving this. There are several ways that branding can be done such as through activities including sponsorship of tournaments, providing incentives for various occasions or even inventing fun activities that can be conducted during live performances. Also, entertainment generating efficiency and fans ‘interactions with brands during online events are tangible and memorable brand encounters; as in the purchase of in-game items or meet and greet.
Last but not least, let us pinpoint that esports marketing is not about mere promotion. It is all about creating your fan base of people, who are loyal to the brand. Staying active in fan communities, acknowledging the feedback they provide, and ensuring that they have a way to engage with the brand will go a long way in building long-term loyalty.
In general, esports marketing must be tailored, utilize effective partnerships, and engaging content, and should be built around building a community. When done right, with zest and a genuine sense of purpose, esports marketing can engage this new and dedicated viewership effectively.