The Next Big Opportunities in Esports

In celebration of the release of our firstever Esports report detailing top brands betting on gaming we39ve rounded up several Esportsrelated WinmoEdge opportunities for sellers across media sponsorship agency and martech organizations to take advantage ofIf you benefit from the info below download our report to source key contact and company information for brands significantly upping investment in this space1 ESTV Esports Channel Taps New CMOESTV the world39s first 247 live linear and ondemand Esports channel appointed Melissa Fisher as CMO in April 2022 From a prospecting perspective it39s crucial to stay up to date on any new hires or promotions so you can be first in line to offer services ahead of your competition Fisher brings industry experience from her most recent position as COO ampamp CMO of eSports Tower She was the CMO of InSight Location Technologies prior to that Fisher replaces Conner Krizanic who was the company39s firstever CMO Keep an eye on this growing company because this hire could lead to higher ad spend as well as agency hiresSellers No national spend data is reported for ESTV by Pathmatics iSpot or Adbeat so this is an area in which Fisher may decide to build brand awareness The team at WinmoEdge predicts she will invest in digital channels first considering eSports are popular among GenZ and millennial men Get in touch with the new CMO to see if you can offer any ad spaceAgency ampamp martech readers To the best of our knowledge ESTV is not working with any agencies at this time Start contacting the new CMO soon to be topofmind because she may decide to outsource some of her new duties We recommend offering PRcommunication assistance and to focus your pitches on helping ESTV build brand awareness2 Complexity Gaming Esports Partnership OpportunitiesEsports company Complexity Gaming CG recently expanded its partnership with popular beer brand Miller Lite Now the companies will collaborate on merchandise while seeking ways to quotsupport minority voices in EsportsquotSoon the merch collaboration will launch through CG39s web store The company will also team up with Miller Lite on a series of streams dedicated to Unsung Heroes such as LGBTQ LatinX and female individuals as well as charitable initiatives We expect this is an effort to reach GenZ since this generation tends to invest in brands fighting for social justiceCG also experienced a serious leadership shift recently in November 2021 Olly Emery joined as CMO Most recently the marketing head at Gamesquare Esports Emery seems to be CG39s first CMO Obviously he is leading the company to pursue stronger partnerships and partner Esports opportunities CG is probably also seeking new similar partnerships with other brands3 iHeartMedia Adds Esports ActivationsiHeartMedia recently announced a new deal with Super League Gaming through which the two will team up on an upcoming launch of iHeartLand a virtual world with fanoriented experiences Super League will also utilize iHeartMedia39s relationships with brands in search of ways to advertise in virtual worldsIn January iHeartMedia announced its first metaverse effort events and other fan experiences on gaming platform RobloxSellers We expect the company to ramp up advertising in support of these new initiatives According to iSpot the company39s iHeartRadio brand has allocated roughly 112k toward national TV commercials YTD only around a fifth of the roughly 50k it had allocated by this point last year The brand ended up allocating roughly 1094k toward this channel last year more than double the roughly 45k it spent in 2020 iHeartRadio39s 2022 commercials have targeted GenX watching Fixer Upper Welcome Home and Married at First SightSo far this year digital spend in Winmo Pro shows iHeartMedia has spent approximately 1m on digital ads only about half of the approximately 21m it spent in 2020 Spend will likely pick back up soon to support iHeartMedia39s new initiatives Metaverse advertising usually means a target demographic of GenZ and millennials so sellers able to offer highROI digital strategies likely have an upper hand The company also invests in print OOH radio and local broadcast iHeartMedia doesn39t currently show major signs of upcoming agency reviews it has an inhouse media team and NOMamp160handles digitalThis article was written by Britani Johnson and originally published on June 6 2022Click the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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The Next Big Opportunities in Esports

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