eSports Arena Lets Marketers Connect with Elusive Young Males

eSports are expected to grow 41 to an estimated 700 million globally in 2017amp160 Newzoo which provides market intelligence for eSports and global gaming projects sponsorship revenue could hit 266 million this year with advertising accounting for another 155 million amp160Those figures are forecast to jump to 655 million and 224 million respectively in 2020 when Newzoo forecasts the eSports industry will expand to 15 billionChris Blumberg is East Coast Director of Zero Code at Omnicom39s OMD amp160Like other units at the media agency that are dedicated to mobile TV or print domains Zero Code is focused on various aspects of the gaming world from publishers to console manufacturers like Microsoft and Sony with its PlayStation units as well as sponsorship and advertising opportunities within the burgeoning eSports arenaBlumberg said eSports will count some 240 million viewers around the world in 2017 80 to 85 of whom are in theamp160hardtoreach 1834 male demographic amp160Females meanwhile represent the fastestgrowing segment of that communityHe says one of the main reasons why the industry is poised for mushrooming growth now is Twitch Amazon39s gamestreaming service where watching people play games online became a normal behavior amp160Naturally they want to watch the best compete amp160Blumberg said that Twitch along with social media platforms allows fans to have much more access to eSport athletes than pros in other sportsThe financial stakes have also been raised amp160With advertiser and sponsor deals elite players can earn 1 million before any tournament winningsamp160Blumberg said OMD isamp160investigating and investing in opportunities around four primary eSports buckets the sponsorship of teams which often compete in multiple games alignments with Major League Gaming Electronic Sports League and Rocket League Championship Series which are among the various leagues that not only host tournaments but serve as centralized hubs providing scheduling information for fans publishersamp160impressed by the interest and participation their products are generating and are also involved with event side of the action andamp160broadcasting whether Twitch YouTube or Facebook all of which are vying for rights because they know they can attract significant eyeballs and match sponsors to engaged fansAdditionally traditional TV players like ESPN Turner Sports which in combination with IMG formed ELEAGUE in 2016 and presents tourneys on Twitch and TBS late onamp160Friday nights and now NBC Sports Group presently partnering with gaming platform Faceit and developer Psyonix to the host 2v2 Rocket League tourney have ventured into eSportsBlumberg expects other networks to follow as they try to touch mediaelusive young males many of whom are cordnevers or reside within an ondemand rather than the linear TV worldBlumberg said he has had conversations with networks but has yet to ink TV deals because most of the audience watches online amp160He said viewing is 61 onlinemobile compared with TV around the globeWhen it comes to eSports investment it39s not just a matter of a marketer having money to spend amp160They must identify and know the target with which they want to be associatedThis past week Blumberg held a trio of oneonone meetings with clients amp160quotThere is still a need for education There is not a bespoke solutionquot he said adding that clients need to understand the different landscapes encompassing the various games teams players and leagues and the nuances therein amp160quotIt has to be the right opportunity with the right brand to convey appropriate messagingquotFor some that could mean ties to FIFA eSports games where real football clubs like Paris SaintGermain sponsor their own video squads or the upcoming NBA 2K League with players performing under the banners of the pro hoops league39s squads amp160There39s also Rocket League in which cars essentially play soccer amp160quotIt39s not all about shooters anymorequot he said amp160quotThere are other optionsquotThat is a good thing because it not only broadens the eSports playing field but provides alternatives for marketers some of which are quotgoing to be adverse to any association with guns blood or headshots no matter whatquot amp160Blumberg said there are other ways to quotmitigatequot ties to shooter games as marketers can link to players teams and leagues away from the actual competitions via branded content and contact through Twitter and other social media during practice sessions and conversations with the athletesWith 23 of eSports fans in the US having attended an event Blumberg believes it behooves clients to take in a tournament competition in person amp160quotIt39s a good way to feel the passion to get a sense for fan engagement and how hard they root for teamsquot he saidCurrently OMD client Brisk is a sponsor of team OpTic which competes in multiple games while the PepsiCo brand also has ties to the RLCS summer series which concludes on Aug 6 amp160Mountain Dew another PepsiCo brand in partnership with ESL created the Mountain Dew League see image at top a circuit that assists amateurs in becoming pro gamersWhen it comes to reaching a growing passionate fan base whether in the arena or in their homes the industry should be part of marketers39 consideration sets amp160quotThere is no better way to reach engaged males 1834 than through eSportsquot said BlumbergClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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eSports Arena Lets Marketers Connect with Elusive Young Males

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J.P. Fields

We Are the Outliers - By Jack Myers

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eSports Arena Lets Marketers Connect with Elusive Young Males

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