Innovations in technology and changes in media consumption have brought us to a key moment in esports. Luke Jackson-Smart, Associate Director at Kazoo highlights the brand opportunities.
Despite being a billion-dollar global industry, esports is frequently still considered a niche or mysterious world that brands can struggle to connect with.
But in a world where the mainstream appeal of gaming is well documented and the UK gaming industry alone is worth over £5.7 billion, the idea that esports could still be deemed ‘niche’ is outdated. In much the same way that gaming has become a ubiquitous part of UK culture, so too will we see esports fandom develop.
Innovations in technology and changes in media consumption have brought us to a key moment in the industry. Esports now represents a rich pool of opportunity for brands looking to build a genuine connection with an increasingly difficult to reach multi-screen audience.
Brands must go further than simple badging exercises and sponsorships.
Luke Jackson-Smart
So, how can brands benefit from this growing titan of modern entertainment? Naturally, savvy marketers are eager to identify meaningful ways to attach to this massive industry. Once considered the preserve of ‘nerds’, there is a vernacular to the gaming community that requires forethought. A brand can’t simply decide it wants to tap into the many millions of esports viewers. Three key things must be considered first:
1. Understand the audience. Read fan forums; reddit will often provide an interesting insight to gamer engagement and thoughts on certain topics; watch matches and play the games.
2. Strive for genuine connection. Avoid anything that could be seen as an embarrassing attempt to be ‘down with the kids’ or purely looking to take from the scene.
3. How can you add to the industry. As above, brands must go further than simple badging exercises and sponsorships.
Esports is a nuanced specialism, one that is still in its relative infancy, where best practices are still being learned and iterated upon. One thing is for sure and that’s that it is here to stay. Companies able to bridge the needs of video game players and sports fans alike will be those best placed to connect with gaming natives, successfully building engaged and loyal fanbases.
1. A programme that nurtures aspiring talent. The industry is full of aspiring players who are keen to make their way into professional teams. But it can be a very difficult industry to break into. Brands that align with up and coming talent can develop meaningful relationships early on in their careers that pay dividends later.
Mountain Dew is an example of one such brand that takes its work on esports to the next level. The Mountain Dew League, an ongoing partnership with the ESL, gives top amateur teams the opportunity to compete for a place in the Counter-Strike: Global Offensive Pro League. 2020 will mark its fourth year and it is likely to be bigger than ever. 2019 already improved on the annual league through additional fan activations, including a social competition to find the ‘Next Big Caster’ and special All-Star matches.
2. Content developed with key industry players. Players have huge followings; working with them has the potential to unlock significant interest, so long as it’s considered and meaningful. Of course, unless you have built relationships from the beginning of their careers, it can also be expensive.
KIA Motors has an ongoing partnership with the League of Legends European Championship Series. In a previous content series dubbed ‘Time to Talk’, well-known players were seen speaking with parents in a KIA car. Presented as an interview where the players are asking their parents the questions, the content covers real issues like the effect on education for children who become so successful at such a young age. This was the first time a brand had explored issues at such a scale in a way that resonated with parents and gamers alike. The series has been further amplified through media partners and has been a huge success.
3. Leverage unique moments. Take the opportunity to be creative and deliver something that the industry hasn’t seen before. The myriad of games and genres within esports, coupled with the vast number of potential entry points, means that any brand can find an authentic role to play and should look for opportunities where there are shared values and a familiar culture to align with.
In a less than typical partnership, dating app, Bumble, and esports organisation Gen.G worked together to create an all-female team to compete in Fortnite. Taking existing esports events to create a unique moment that was specific to the brand ethos. Bumble believes that all relationships should begin with respect and equality. This meant supporting an all-female roster was perfect positioning for them in differentiating what is typically a male dominated industry.
Photography © Joe Brady
Luke Jackson-Smart, Associate Director at Kazoo Communications, has been working in communications for more than 12 years. A specialist in consumer tech and gaming, he is currently responsible for driving communications planning and strategy on Riot Games, Nvidia and BT. Previous roles include European PR lead for Xbox, six-years at Edelman and a spell as Consumer PR Manager at Carphone Warehouse.
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