Thanks to esports tremendous growth, many mainstream companies, and companies that have little to do with gaming in the first place, have all asked themselves the same question: can they benefit from this bold new untapped market?
The answer is yes, but to be marketing in esports successfully, you would need to know how to approach the tech-savvy, young audiences who have plenty of disposable income but also very little patience for traditional advertising and any attempt to bait them into purchases.
Esports marketing agencies have cautioned that while esports fans are receptive, companies should not try to brand their products as something else and stick to their core principles. Esports enthusiasts, as Newzoo calls the vibrant and growing esports audiences, are open to purchasing a car from BMW or Mercedes, or buying sportswear from Adidas, on the condition that those products are marketed adequately, Adrun, an esports marketing agency expert says.
Yes, Esports Fans Will Buy Your Products
Adrun experts estimate that esports fans will continue to make purchases and that non-endemic companies do have a chance to position themselves very well in the market. However, all marketing efforts must be made on the lines of good, honest advertising, whereby the product a company such as Toyota is trying to sell is not sold under a false pretence.
After all, with some 600-700 million esports enthusiasts, not counting China, the market is enormous and esports fans are inclined to make purchases from traditional product ranges, whether this is sportswear, cars, smart gadgets, or something completely different.
The key to being successful in advertising to such crowds, however, remains unchanged. Endemic and non-endemic companies must create marketing opportunities that do not create a false narrative, Adrun experts warn.
For any brand that is just starting out in esports, Adrun recommends to identify what specific needs esports fans might have and try to commit there. Of course, establishing a brand’s presence first is smart enough.
Creating Targeted Esports Product
To be taken seriously, any organization advertising in esports must do something to contribute, rather than just pile on. Adrun has given many examples of marketing in esports that have worked very well. For example, KFC now has an official esports arm and sponsors teams, competitions and players.
Meanwhile, BMW has opened a brick-and-mortar arena in China, marking a very strong penetration in one of the world’s most vertical markets where being successful as an esports marketer remains a challenge.
However, both companies have invested a lot of time, effort and money to be able to establish a notable presence in the sector and give themselves the best chance to secure and reach new audiences. While the initial investment can be big in esports, it’s worth it, most marketing agencies estimate. However, there is no need to push too strongly. Most esports marketing agencies recommend that any brand that wishes to establish a footprint in the sector should start to build up clinically, without any urgency, and focus on delivering a quality product.