eSports, is it posible to market video games?

Until a few years ago, eSports were considered only a passing fashion and few companies saw the potential of this category and have managed to take advantage of it.

Have you heard about eSports? It is an extension of video games, considered as electronic sports in which competitions are organized with different players of the same video game. While such competitions have led to an increase inn their value by offering games that allow online multiplayer modes.

However, not all video games are considered eSport, as they must allow players to compete based on their skills (games that allow for paid avatar upgrades do not apply), they must also have a significant number of users and the general public and the competitions must be organized by leagues or sponsoring companies.

You’re wondering how marketing comes into this world of video games, and the truth is that marketing is one of the fundamental pillars, since these types of events are organized by the sponsoring companies, who seek to connect with their target audience by engaging in activities of their interest and promotes interaction and coexistence with the brand, and being an activity in which they can also participate, brands manage to create new and pleasant experiences for their target.

It is very important that you evaluate the degree of relevance that your brand can have eSports, since not all brands can benefit from them since they respond to a very specific market niche. Now, if you have already identified that participation and sponsorship in such events can generate a positive impact for your brand, you should know how to create your eSport marketing strategy.

1. Choose a category that represents your brand. Currently there are different categories of video games considered as eSport, and each one has a different audience, you must identify which of these categories is closest to the profile of your customer.
2. You must make yourself known. Collaboration with influencers is of high value in these types of events, but you should choose those that can reflect a positive image of your brand, and that sick to your values and the types of messages you want to convey.
3. Sponsorship of players. Based on your budget, you must define the most efficient way to sponsor this type of event, you can sponsor a specific player or entire teams.
4. Advertising in-stream and on platforms. You can buy advertising space on platforms that broadcast these types of events for greater reach.
5. Contests and sweepstakes. For every brand it is very important to encourage interaction with its target audience, considering the type of video games your audience likes you can organize contests with prizes related to this category.

eSports marketing remains an unexplored area, but with a high potential to achieve greater connection with its consumers and motivate brand interaction.