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By now, it has become clear that the phenomenon of esports is not just hype but a global industry that is here to stay. Although COVID-19 has temporarily ended in-person esports events, the crisis has shown that their popularity has not just endured but grown!
Esports Fans are 24% more likely than the average 16-24 year-old to promote a product if it is relevant to their friends’ interests. It also shows an audience which may be elusive in nature due to their high levels of ad-blocking and cookie deleting, but which can offer high returns when targeted through the esports community they collectively nurture. Download full report
Esports enthusiasts in North America spend almost twice as much as other regions with an average of $10.36 each in revenue.
Moreover, esports viewers (specifically, enthusiasts) are more likely to maintain full-time employment than the overall online population (67% vs 53%) and have high household incomes (43% vs. 30%).
Viewership of the top esports tournaments have officially outpaced the superbowl! According to StreamMetric data using esports AMA for the major events in the US are between 50,000 and up to 500,000, which ranks around the size of a Major League Baseball game.
Esports marketing has significant potential to specifically target a young and tech-savvy audience, but is only one tool in your toolbox and should never simply replace other assets.
Esports Fans are more likely to be young, male and affluent – a demographic which marketers have found increasingly difficult to reach. This is especially true given that over 3 in 4 males aged 16-24 - and 9 in 10 Esports Fans - are either deleting cookies, using private browsing windows or blocking ads, making it difficult for marketers to identify or target these audiences. According to McKinsey
While most teenagers typically hate commercials and brands that interrupt their online viewing experience, 43% of Esports viewers say that they always appreciate brands that reach out to them through the gaming world.
For non-endemic brands (those that aren’t part of the esports ecosystem of game developers, game publishers, or hardware manufacturers) considering sponsoring esports, there is good news. Recall of non-endemic brand sponsors in esports has increased over the past ten years and was recently higher (53 percent) than for endemic brands (43 percent). According to a McKinsey study.
© 2020 BY ESPORTS TOWER LLC.