We are seeing a change in the behavior of youth and young adults nowadays, as they have shifted their habits away from traditional media. Due to this major shift, it has become harder for brands to reach out to these audiences. One of the ways that has proven to be highly effective for brands to reach out to these audiences is through esports.
Esports has already become a billion-dollar industry, surpassing the revenue and viewership of several traditional sports. The best thing about esports is that it eliminates all the geographic boundaries, making it an attractive choice for the global audience and global brands. If you are a brand owner who is wondering why more and more brands are attracted to esports, then these points below might be able to change your mind.
A Growing Market with a Lot of Potential
Esports is a market that has a lot of potential to grow in upcoming years. Even though it has become a popular market nowadays, this industry has the potential to become a much bigger market in years to come. Despite the debate around Esports, whether they are real or not, international organizations like the International Olympic Committee are paying close attention to esports. This shows that the esports industry is a promising market and has a lot of potential, due to which many brands are being attracted to sponsoring esports events.
Digital-First Industry
One of the things about esports is that it is a digital-first industry. Traditionally, most sports focus on the in-person live and television audience, esports usually focuses on live streaming on the internet. Even the biggest esports event that has attracted a massive viewership, only a few of them attended the event in person. This shows that Esports is different from other forms of sports, with the primary focus on digital assets and viewership.
This is beneficial for brands, as they can connect with their target audience and build a marketing database digitally for follow-up without doing much. In the online world and especially in esports events, fans are more willing to provide their personal contact information to access content or enter contests, allowing brands to utilize their resources more efficiently to generate better marketing results.
Reach Out to Millennials
One of the most difficult demographics for advertisers and marketers to reach out to is millennials. Millennials make up about 23% of the entire world population, but their behavior is different from older generations, as well as younger generations, making them a difficult demographic. Millennials don’t consume TV, radio, newspaper, and magazines like prior generations used to and their consumer behavior doesn’t exactly follow Gen Z.
To reach out to this audience, many brands have come to the realization that they need to forego traditional advertising and marketing methods and use modern and digital marketing methods. Esports provides an attractive opportunity for multiple brands including Flyfi to reach out to this demographic. It is estimated that around 62% of US Esports viewers are in the age group of 18-34, which makes esports a great industry for brands to sponsor.
Fans Have a Positive Attitude Toward Brand Sponsorships
The esports audience is highly different from audiences of other sports and industries. Most of the professional gaming fans are welcoming towards esports sponsorships and have a positive attitude toward brand involvement in esports. They are of the view that brand involvement is good for the industry, as it helps the industry grow, gain more exposure, and encourages many youngsters to join the esports industry.
For brands, this is a great thing because many esports fans understand the need for sponsorships and appreciate the brands that help the esports industry grow. Whether a brand is related to the gaming industry or not, fans are very welcoming about sponsorships and have a great brand recall percentage, making the esports audience one of the best in the world.
FAQ: The Attraction of Brands to Esports
Q: Why are brands increasingly interested in esports? A: Brands are attracted to esports due to its growing market potential, digital-first nature, ability to reach millennials, and the positive attitude of fans towards brand sponsorships. The global and digital reach of esports makes it an effective platform for brand exposure.
Q: What makes esports a growing market with potential? A: Esports is rapidly expanding, with increasing viewership and revenue surpassing many traditional sports. International recognition, such as attention from the International Olympic Committee, signifies its potential for further growth and brand opportunities.
Q: How does esports’ digital-first nature benefit brands? A: As a digital-first industry, esports primarily focuses on live streaming and online viewership. This allows brands to connect with audiences digitally, build marketing databases efficiently, and achieve better marketing results with less physical presence.
Q: Why is esports effective in reaching out to millennials? A: Millennials, a demographic known for their distinct media consumption habits, form a significant portion of the esports audience. Traditional advertising methods are less effective with this group, making esports a valuable channel for reaching them.
Q: What is the attitude of esports fans towards brand sponsorships? A: Esports fans generally have a positive attitude towards brand sponsorships. They recognize the importance of sponsorships in growing the industry and are more welcoming and appreciative of brands that support esports, regardless of the brand’s direct relation to gaming.
Q: How does sponsoring esports events help brands? A: Sponsoring esports events helps brands gain exposure to a global, engaged audience. Fans’ willingness to provide personal information for content or contests also allows for more targeted and effective marketing strategies.
Q: Are esports sponsorships limited to gaming-related brands? A: No, esports sponsorships are not limited to gaming-related brands. Fans welcome involvement from various industries, understanding the broader benefits of such sponsorships for the esports ecosystem.
Q: How does the international nature of esports benefit brands? A: The global nature of esports eliminates geographic boundaries, allowing brands to reach a wide, diverse audience worldwide. This international exposure is particularly valuable for global brands seeking to expand their reach.
Q: Can smaller brands also benefit from esports sponsorships? A: Yes, smaller brands can also benefit from esports sponsorships. While the level of exposure may vary, the targeted and engaged audience of esports provides a valuable platform for brand visibility and connection.
Q: What is the estimated demographic of esports viewership in the US? A: It is estimated that around 62% of US esports viewers are aged between 18-34, making it a prime demographic for brands targeting millennials and young adults.
