- ESports have reported significant growth in the last year, which does not seem to be taken advantage of by brands
- Video games have always been an excellent market for advertising to carry out different marketing campaigns
- During 2020, the video game industry registered profits of 147 million euros
In recent months, the inverse of eSports has experienced a very significant increase, so much so that it even seems like a somewhat wasted market for brands.
Video games have always represented an excellent market for advertising to carry out different marketing campaigns. It is an ideal market, then, from the outset, you know what the target is to reach and, in the face of this, you know which strategies to follow.
However, in recent years we have seen a new model grow, a new way of enjoying video games that brands seem to have not yet exploited, especially when this new modality is increasingly popular.
We are talking about eSports, a trend that is experiencing enormous growth throughout the world, as it is a niche in which there are more and more professional players who base their content on this area.
Likewise, these players enjoy incredible popularity on social networks, which is why it has built alliances with some brands that have always invested in the video game market, growing their value as a brand and, above all, their income.
According to a data from Newzoo, reported in ReasonWhy, last year -the year of the pandemic-, the video game industry registered profits of 147 million euros, 20 percent more than what was achieved in 2019, and it is estimated that by this 2021 the figure exceeds 189 million euros.
The arrival of the pandemic represented growth in various sectors, mainly for social networks. Being in strict confinement, the population sought an escape from reality and the news of every day.
Some people found this escape in social networks, especially in TikTok, which registered, during 2020, around 800 million users and as of today it is already the most used platform, surpassing the giant Facebook.
However, there was another part of global society that turned to video games and began to consume those content creators who have been working on this market for years. Of course, some are more famous than others, but together they speak of an exponential growth that may even go further in the coming years, taking into account the important window represented by the digital world and streaming.
In this sense, eSports have become a very interesting showcase, both for sports and for advertising, and is attracting more attention every day.
Currently, there are already specialized media, companies that launch specific products for that market and even a large number of gaming influencers, who base their income on that particular activity.
But something that is drawing more attention is the creation of marketing and advertising agencies directly focused on eSports, which have developed specialized departments and are even recruiting various talents, this with the purpose of offering their products or services to this market. .
However, this represents a challenge for brands, because in the gaming world, the audience has a lot of relevance within the community. A large part of that audience is also an expert in video game issues and, in that sense, the marketing and / or advertising strategies of companies must also be aimed at consumers and establish themselves as an ally rather than as an advertiser. And this is the great challenge, although that is already beginning to work on it.
What some specialists on the subject, as reported by Digiday, foresee is that the market is more than set for brands to launch for it, but it is necessary, precisely, that initiative of the brands to see in eSports a true showcase commercial. Will they succeed?
Now read: