On November 18, 2003, e-sports was listed as the 99th sports event officially launched by the State General Administration of Sport. Nineteen years later, the competitive e-sports industry is no longer a blue ocean, but a promising emerging market.
According to data compiled by Statista, a German data company, the global e-sports market is expected to reach $1.79 billion in revenue by 2022. The compound annual growth rate for 2017-2022 is expected to be 22.3%, with the majority of revenue coming from non-popular brand sponsorship. E-sports has become the focus of marketing for many brands.
E-sports are as diverse as traditional sports, and so are their audiences. Marketers first need to understand the classification of e-sports fans and different e-sports communities, in order to better marketing.Generally speaking, e-sports can be divided into player to player (PvP), first person shooter (FPS), real-time strategy (RTS), multiplayer online Battle Arena (MOBA), massively multiplayer online role-playing game (MMORPG), etc. These different e-sports projects have different target audiences, but also have different e-sports teams. Only find the same audience and team with the marketing goal, and then carry out precision marketing, then can achieve better results.
With the booming development of e-sports, taking the e-sports project of League of Legends as an example, well-known brands in various fields such as Mercedes-Benz, Nike and Shanghai Pudong Development Bank have entered the bureau to sponsor the event. A lot of people think only the well-known brand can sponsor, but that’s not true. Smaller brands are perfectly capable of building their own e-sports teams and inviting some well-known players to join them to increase their influence.
As the e-sports industry enters the public, e-sports marketing has attracted more and more brands. For brands and marketing leaders, more follow-up thinking is needed to constantly explore new ways of e-sports marketing, in order to have enough strength to stand out in the increasingly crowded e-sports marketing track. The most important thing is that e-sports users are mainly young people, if want to develop the brand of young market, try more e-sports marketing, the first to compete for the target customer group.
Gaming chair is a derivative of e-sports, gaming enterprises need to build a symbiotic relationship between the brand and e-sports content, better show the functional points and scenes of the brand or product itself, better connect with the audience, and successfully convey the brand message of “we understand you” to young consumers.
Post time: Nov-22-2022