All eyes will be on the new
Xbox and PlayStation consoles – which according to our data so far, are in high demand with no end in sight. These will be
What advice would you give potential advertisers and sponsors considering if, when and how to spend wisely in the esports market?
Don’t consider esports in a vacuum. One side of this is looking at esports as part of the broader gaming ecosystem and considering who you want to reach with your esports strategy. Chances are, this could be complemented or in some cases even better executed by activation in broader gaming as well. I encourage brands to approach their gaming strategy cohesively in order to maximise its effectiveness.
Te other side of this is considering how gaming/esports fit with the rest of your sponsorship or advertising portfolio. Are the goals same, or different? Are you setting realistic expectations for your esports spend vs. what you would expect for the same investment in other sports or entertainment properties? What are you trading off by spending in esports, and do you have a plan to measure the impact of
this post-activation? All of these are crucial to approach esports in the right way, from the start.
What key trends will drive continued growth for esports and gaming in 2021?
Over the next several months, all eyes will be on the new Xbox and PlayStation consoles – which according to our data so far, are in high demand with no end in sight. Tese will be keeping gamers engaged and likely absorbing much of their leisure spend just as many countries are unfortunately going back into quarantine due to COVID.
I also expect to see more crossover activity between esports, sports, and lifestyle brands moving forward. We’ve seen a huge influx of this in the second half of 2020 – including just this month with Dele Ali from Tottenham Hotspur becoming a global ambassador for the UK-based team, EXCEL ESPORTS.
Esports teams continue to seek cultural
keeping gamers engaged and likely absorbing much of their leisure spend just as many
countries are unfortunately going back into quarantine. I also expect to see more
crossover activity between esports, sports, and lifestyle brands moving forward.
relevance outside of just gaming competitions, and sports organisations are looking to better engage younger consumers.
Lifestyle-based influencer collaborations are proving to be an effective way to connect these two need states, and to me are more authentic and reasonable than expecting esports fans to suddenly become sports fans, and vice versa.
NEWSWIRE / INTERACTIVE / MARKET DATA P83
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