How EIPlatform will Change Esports Marketing
Increasing numbers of brands are showing interest in the esports sector in 2018. Already several high-profile brands such as Mercedes, Red Bull, Gillette and Vodafone have committed to large sponsorship and partnership deals with events, players and teams. It is easy to see why. Latest figures from Newzoo predict esports global revenues will reach $905.6m in 2018, up 38.2% on last year. They predict global annual revenues of $1.65 by 2021. As I have discussed in other articles, the esports fan demographic is valuable to advertisers, very engaged and hard-to-reach through traditional advertising.
However, it is essential that brands understand the esports market. For one thing each esports game is different and has its own fanbase. To group all esports fans together would be like saying soccer, snooker and baseball all appeal to the same people. According to Nielsen’s Esports Report, fans typically only follow two to three genres of esports. Typically, they are raving fans of just one or maybe two. A separate marketing strategy is required for each esport and audience.
Esports Interactive Platform (EIPlatform) is developing a global marketing platform that will enable direct interaction between brands and people in the esports sector. By doing so, it will help brands understand the marketplace better and maximize return on their marketing investment.
EIPlatform Will Improve Understanding of the Esports Audiences
The esport events that were most watched in 2017 are League of Legends (274.7 million hours), Counter Strike (232.9 million hours) and Dota2 (217.9 million hours). In contrast, fifth placed Overwatch had 25.2 million hours, but as discussed in this article it is growing fast.
League of Legends is closely associated with shaving brand Gillette, which teamed up with the ESL to sponsor its first IEM tournament in February 2017. Is was attracted to the tournament due to its young male audience and offered grooming for players and the opportunity for fans to personalize their razor handles with a 3D printer. They signed brand ambassador xPeke, who joined their roster of global athletes including the like of Neymar Jr, Thomas Muller and Antoine Griezmann.
Overwatch is considered one of the more gender diverse esports and as such is attracting brands attempting to target that audience. This was one of the reasons behind HP choosing to sponsor the Overwatch league. Additionally, the price of PCs meant that they wanted an audience with disposable income and a game that needed high power graphics. Overwatch was a good match.
EIPlatform is being designed using smart contracts and blockchain technology with advanced data management and analysis in mind. It will allow brands to more effectively understand and target their desired audience segment. They will be better able to measure the effectiveness of their investments and identify new opportunities within the eSports marketplace.
EIPlatform will Facilitate Communication Between Brands, Participants and the Audience
Esports is a very social activity, fans engage with each other and share opinions, so it is important for marketers to engage with fans and bring something that adds value to the community. Unlike traditional sports sponsorship, fans can appreciate and embrace brands because they enable them to receive free high quality content and for their favorite players to play as a career. Manchester City fans don’t love Etihad Airways because they sponsor their favorite soccer team. It’s different with esports. On the other hand, if brands are not authentic in their support of esport, fans can be unforgiving.
By giving brands and advertisers the ability to connect directly with the audience, EIPlatform will allow them to communicate more effectively and understand their needs and wants. Market data will enable brands to maximize positive exposure and at the same time stay authentic and true to the fans’ ideals. At the same time, fans will be able to receive exclusive goods and services.
EIPlatform Will Provide An Avenue For Smaller Brands and Smaller Teams to Thrive
The massive scale of esports competitions can make it more difficult for smaller brands to get involved. Esports revolves mostly around major tournaments, unlike traditional sports where smaller local competitions happen frequently. There is a feeling in the industry that both smaller brands and smaller teams may get left behind, especially as esports continues to grow.
EIPlatform will help consolidate the current market allowing brands to access events, teams, players and streamers of all sizes. Using advantages of blockchain technology, such as transparency and accessibility, EIPlatform will give all participants in the market the ability to bypass intermediaries and agencies and interact directly. Investments can be more efficient and barriers of entry lowered for smaller brands and advertisers. Smaller teams, tournaments and streamers will be able to access the larger advertising budgets which are currently out of reach.
For our part, we believe that this will make a valuable contribution that will benefit everyone involved in the exciting world of esports.
The second pre-sale phase of the EMI token sale is launching from November 26 until November 30, 2018.
Please visit the EIPlatform website for more information on the token sale and road map of our project.
You can also read our white paper here.
