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Esports for beginners: Five tips!


We’ll spare you the clichés about nerds who sit in the basement and play video games all day. And we won’t even start the discussion about whether Esports is really a sport or not. If you’re considering entering the Esports market, you’re probably already aware of the industry’s impressive growth figures and the appeal of the young, digital-savvy target group.

Number of Esports Viewers

That’s why we don’t want to talk about all that here. Instead, we want to give you specific tips on how you can have a successful start in the Esports industry and get young people excited about your company.

1. Ask yourself the right questions in advance

What do you want to achieve as a brand? Is there a brand fit to esports? Is your product interesting for the target group? Can a partnership be activated in a meaningful way? These questions are crucial for your entry strategy.

The one Esports does not exist, so “one size fits all” does not work. Esports is a catch-all term for a complex field – it covers competitive, professional gaming in an organised format (a competition or league) where different players and teams compete for a title or prize money. The structures in Esports are not yet as established as in other sports. At first glance, this makes the industry somewhat confusing, but here, too, professionalisation is progressing: for example, the games manufacturer Riot Games has created a new ecosystem with the League of Legends European Championships that is similar to the franchising system of the NHL or NBA. On a sponsoring platform created for this purpose, interested brands can find out about the opportunities at the LEC.

Companies are offered many opportunities in Esports. They can actively shape the market, occupy their own fields and even invest in teams and leagues.

In particular, becoming a sponsor is highly attractive for many companies. Whether it’s game makers (called publishers), tournament organisers, teams and players, or influencers and media platforms, there are many different ways to showcase brands in Esports. And fans are open-minded towards “help from outside”, because they know that it helps their sport to develop and establish itself.

Before you decide to sponsor a particular team, it is worth taking a closer look: Who is behind the organisation? How well does the team perform? In which game titles and leagues is the team active in? What about the bond between team and fans, i.e. are the follower numbers and the actual engagement of the fans in a credible relationship? Does the organisation have resources to professionally support you in activating your sponsorship?

After all, if you are planning to get involved in Esports in the long term, you don’t want to back the wrong horse.

2. Use the right platforms and partners

You don’t have to become an Esports expert and understand the industry 100%. Look for partners who know their stuff and support you in your commitment. Feel free to contact us for this!

Esports fans are rather difficult to reach with advertising via classic channels such as TV, radio and print, but very good via social media and streaming platforms. Use these platforms to get in touch with the target group. If you don’t have a social media expert, let alone a gaming & esports expert in-house, get help. If you lack the resources to produce relevant content, get a suitable partner.

Whether League of Legends, Call of Duty, FIFA21 or Fortnite – every game title has its own ecosystem and its own fans. The target groups in the respective game titles are quite different and should be addressed differently accordingly.

3. Create added value

Fans and communities have an enormous significance in Esports. Due to the increasing popularity of the industry and the attractiveness of the target group, more and more companies are entering the market, which is now worth billions. These are welcome if they follow a few simple rules.

Esports fans are open-minded and loyal to brands that communicate with them respectfully and as equals. It is not enough to simply place the brand logo on the player’s jersey. Think about what added value your product or your company can offer the target group. Offer the fans something they didn’t have before – for example, exciting content and insights into their favourite game, or perhaps even a product created for the target group or a completely new service.

4. Be authentic

It’s perfectly fine if your company and your brand have had nothing to do with Esports so far. Be open about it and respond to the feedback from your target group. This is better than playing the expert and then embarrassing yourself with an inappropriate fan approach.

You don’t have to become an Esports expert – rather, consider what your company’s expertise is and what that expertise brings to the Esports community.

5. Be brave

You don’t have to be passionate about Esports to become a sponsor. But please be open and interested in this very special world, even if you may not have grown up with it (unlike your children). The number of companies that have recognised the potential of Esports is growing rapidly. You should therefore not take too much longer to get started.

If you activate your commitment authentically and coherently, the path to the fans is open to you. Esports offers an incredible number of opportunities to think of sponsorship in a completely new way and therefore win over young people as new customers or employees.

Take the leap. It’s worth it. If you want to find out more, get in touch with us!

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By ticking the box above, I agree that SPORTFIVE may use the data provided by me to contact me and send me further information and interesting insights as well as offers for sponsoring and sports marketing. I am aware that I may revoke my consent at any time with effect for the future by clicking on the link at the bottom of any e-mail sent by SPORTFIVE or by sending an e-mail directly to newsletter@sportfive.com. SPORTFIVE will collect, process and store my data with the utmost care and in accordance with the relevant data protection regulations. | Further information can be found in our data privacy policy at the end of this website.