WipeOut was the first game to use in-game advertising. Redbull was embedded into the game while The Prodigy provided the soundtrack.
eSports is an organised multi-player, online gaming competition and countries including the US, Russia, South Korea, China and Taiwan have all recognised eSports as an official sport.
eSports has two distinct audiences:
Even though I’ve been playing video games for 30 years, I’m a total noob when it comes to understanding the appeal of being a player or a spectator.
That being said, I can understand why many brands are scrambling to be part of the action. The business of eSports is well established in every continent and with a 12-month schedule of tournaments, sold-out stadiums and prize money in the millions, it sure is getting some attention.
How big is eSports?
Here are some tasty stats for you:
So not only are people spending oodles of cash within the industry, millions are also watching other people play professional video games online.
What does this mean for your brand? If you want to take advantage of the new opportunities that eSports offers, we’d urge you to get some skin in the game… and fast.
The case for brands being involved in eSports is simple and compelling. Millennials are increasingly difficult to engage through mainstream channels, because:
Introducing Let's Play Live
Over the past month we’ve been working on creating the brand for NZ’s first professional eSports brand.
Let’s Play Live is now live and the first competition is League of Legends and will be broadcast live on Sky’s Pop-Up channel every Wednesday for five weeks. And on Saturday and Sunday the competition will be streamed live to the Let’s Play Live website, letsplay.live
In the next blog post, I take a look at the size of the gaming industry in New Zealand and how global brands are staking their claim in the world of eSports.
If you’d like to know more about how your brand can be involved in this exciting new world, get in touch email@example.com.
In the meantime here's a short intro video to eSports to get the pulse racing!
About the author
Kaleb Francis is a Digital Strategist and has developed a reputation as a thought leader. Kaleb studies global developments to identify trends and to assess how these can be applied to communicate brand experiences.