In recent years, both audience and profits have increased exponentially as brands realized that they have a huge opportunity to reach their target audiences.
In 2020, the eSports audience surpassed almost 500 million, between viewers and players, and it is expected to continue growing (it can be as high as 650 million by 2023).
Despite the fact that the industry was not able to host live events, the activity didn’t stop and online events have taken over the eSports sector. For example, the League of Legends Worlds final 2020 was watched by over 2,000 people all around the world. four million people.
The boom was so powerful that profits exceeded $2.5 billion in 2020. 947.1 million dollars. The United States is the world’s largest audience, and there has been significant growth in Europe and Latin America.
Large communities exist in the eSports sector, but they also have engaged audiences that brands are able to reach.
Influencers in eSports
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The popularity of influencers in this field has increased with the growth and popularity eSports.
Infuencers are people with a direct influence over their followers. We are not just talking about the great gamers around the world, but also about those players who have very few followers (micro), but are well-positioned in their niche.
Brands are investing in eSports marketing because they see the potential to reach a large and engaged audience.
Esports influencers are another category of influencer marketing. Their audience is typically younger than 35 (millennials and generation Z).
It is true that eSports can be very competitive, with many games in various categories. Fans know this, and it is hard to become a eSports superstar. In eSports, like in digital marketing, there are influencers of all types who have followers who blindly follow what these influencers share. This level of engagement means that a brand can be associated with values like perseverance, competition, and technological ability.
Esports gained popularity with the success streaming services like Twitch and Mixer. This has resulted in gamers becoming more popular thanks to live streaming of their games. Popular streamers of video games are considered influencers as are many sports stars.
Twitch is today’s most popular streaming platform, with more than 15,000,000 users per day. Developed to promote eSports and all types of live video game broadcasts. While the main contents still relate to the gaming environment and have been expanded to include other topics like music or scientific and technological dissemination.
As an influencer marketing specialist, my experience has shown me that even though eSports have their own rules, campaigns that are conducted on networks like Twitter with gamers result in engagement that is three times greater than that on YouTube. This is a huge opportunity for brands who work with these influencers.
What should brands do?
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To take advantage of this rapidly growing industry, a brand does not have to be a part of it. Brands can collaborate with eSports influencers with players or teams.
The brand should find a way for the players to connect with it.
This space is rapidly growing and its users are passionate. It is important to research and plan strategically for collaborations to activate successful influencer campaigns.
Brands need to find influencers who are committed to their values and reach the audience they desire to communicate with.
Non-eSports brands, such as RedBull, Gillete and Coca Cola, sponsor both tournaments, teams and individual players. However there are also small or entrepreneurial brands who dress players for tournaments.
Whether you’re looking to invest millions or just support with tees, there are plenty of opportunities in the eSports Universe. We all have the potential to be influencers.
