Marketing strategies for eSports: 4 successful examples

It is no secret that the eSports industry is expanding more and more, which is why you need eSports marketing strategies. The idea is that you are up-to-date with the trends present in this industry and can successfully apply them in your plan.

Over the past few years and especially during the period of confinement motivated by the pandemic, this sector has experienced a great increase. Consumers have found spaces for entertainment and distraction in video games.

For this reason, if you work in the gaming industry, it is very important to know the best eSports marketing strategies. Many brands have integrated the different techniques existing around e-sports into their designs to reach younger audiences.

Learn about some eSports marketing strategies
There are many successful examples of brands that have applied eSports marketing strategies. But before you get to know them, it is a good idea to know some of the techniques you can use to create your own strategy, and thus be able to reach your target audience:

A.- Select your audience

If you want to succeed in this world, the first thing you need to do is to know and understand the community that makes it up. This way, you will be able to design eSports marketing strategies focusing on the target audience. Keep in mind that eSports audiences can be classified into many different genres.

In fact, they are usually categorized by the type of games you like, among them are:

• Player versus player (PvP).
• First-person shooter (FPS).
• Real-time strategy (RTS).
• Multiplayer online battle arena (MOBA).
• Massively multiplayer online role-playing games (MMORPG).

By knowing who you are targeting, you have the ability to create content that is appropriate. It also helps you communicate with the eSports teams your target audience might be interested in. If they coincide with your goals, you can make a lasting and mutually satisfying partnership.

B.- Identify the appropriate channels
The next thing you need to do is look for where your audience spends most of their gaming time. Next, you will look for the most popular eSport teams that offer good sponsorship opportunities. It should be noted that gamers tend to be more on video game streaming platforms such as:

• Twitch.
• Hitbox.
• Azubu.
• YouTube Gaming.
• Bigo Live.
• Gosu Gamers.

C.- Choose the perfect game.

Another key step in eSports marketing strategies is to select the right game for your type of audience. It is important to know that there are currently more than 30 video games with professional tournaments. It should be noted that each of them has its own audience.

Nowadays, trends and the environment change very quickly as they advance as new titles are released. So you need to thoroughly analyze the audiences of different tournaments and determine which ones best suit your ideal audience.

D.- Work with content marketing
Content is the king of any strategy, and in the case of eSports, it is no exception. Therefore, you need to include a good content marketing plan as it can help you get your brand known in the gaming industry. Blogging is a good idea because you can post valuable information about video games and this can help you gain a loyal following.

You can also get your influential partners in this industry to create exclusive content for your site and promote it through their channels. You can leverage social media and in-stream ads to publicize your posts. Don’t forget that you should always include a compelling call to action at the end of each post.

As long as your content is up-to-date and of high quality, there is a great chance that it will go viral in gaming communities. You can also take advantage of video content dedicated to eSports, the important thing is that everything you share brings real value to your audience.

F.- Apply collaborations with influencers.

Leveraging the influence of certain people on digital platforms is one of the foolproof eSports marketing strategies. In this area, the possibilities may be more interesting, since these celebrities are experts at enhancing their digital image.

But it is essential that you distinguish between two types of potential influencers: streamers and professional gamers. The most followed accounts in eSports are not those of professional players, but those of streamers. The latter broadcast and comment on their games through channels such as Twitch and YouTube.

G.- Sponsoring events and teams
You need to think about using event and team sponsorship in your strategy. In the first case, it is essential to consider the following factors that will determine its effectiveness:

• Visibility: it is important that before signing a sports sponsorship, agreements to ensure brand/product visibility are clear.
• Engagement: you need to explore opportunities for interaction, because this is what will allow you to increase brand memory in the minds of your audience.
• Price: while sponsorships help cover costs, eSport organizations will be open to long-term relationships.
• Segmentation: although most eSport audiences are young and tech-savvy, you have to study and segment the audience according to each video game.

When it comes to sponsoring an eSport team through an agency or even starting a team from scratch. You should also rely on visibility but it will be associated with the team’s results. So it is important that you know the industry well to choose the players with the most potential.

H.- Organize events through your team
Working on organizing events can also give your brand more visibility and recognition. In fact, you can visit nearby pubs and gaming venues to find companies that might be interested in being a co-sponsor. You have the opportunity to start developing these events on Twitch through your team:

• Mini tournaments: here you can manage your team, promoting the activity on your social channels. You can organize a prize so that more people can see the tournament.
• Multicast events: by collaborating and interacting your team will gain more viewers.
• Podcast / Webinar – You have the opportunity to host a weekly or biweekly show. Invite your team members to share trade secrets and sports tips with viewers.
• Team meetings: a space to exchange ideas to improve your broadcast. You can create a Discord server to better connect with your team, and users will be able to post questions and exchange notes using the dedicated server.

Examples of eSports marketing strategies.
Since you know the key techniques for creating your plan, it is time for you to see examples of the best eSports marketing strategies. The idea is that they can serve as inspiration and incorporate them so you can be more successful:

1.- Influencer marketing – Ninja and Drake

A good example of influencer marketing is that of Ninja, the biggest YouTube streamer with 19 million and 14 million followers on Twitch. This eSports influencer has played Fortnite with the famous rapper Drake.

Fans of these live broadcasts love these kinds of collaborations. Also, you can unite two types of audiences on the same channel, the streamer and the singer. What can generate greater reach and visibility for your brand.

2.- Association with influencers – Shroud with JINX

Outside the gaming arena, you can also play with the influence of streamers. You just need to find one that has the same audience as yours and is active on the platforms of your choice. A good example is Shroud’s association with the clothing brand JINX.

3.- Create fantastic tournaments – Rocket League

Another of the eSports marketing strategies that adds to this list is the creation of large tournaments. A good example is PepsiCo subsidiary Brisk, 7-Eleven and Twitch, which organized an off-season sports tournament for the game Rocket League.

What are they good for? They help create a highly competitive atmosphere for all the popular eSport teams. It also offers a greater opportunity to be recognized by major sponsors as well.

4.- Start an eSports team – Gen.G

As you know, eSports teams can be another good option, and, for example, the Twitch platform can have any number of members. And the best thing is that even if you are a small brand you can form your own eSports team.

There are many eSports marketing strategies that you can apply and not only can you leverage good techniques. You also have successful examples that can be a good push to develop your plan within this industry.

If you are looking for a specialized agency to help you throughout the process, at Antevenio we are specialists in creating strategies in Esports and Gaming through which you can generate experiences that will help you connect with younger audiences.