We’ve talked before about the power of the live sports environment. And we’ve worked with many brands – from big national brands to up-and-coming brands – on building customized programs that make sure their messages are seen and heard by the influential live sports audience. To date, those programs have been across team sports like baseball, basketball, hockey, and football. However, by now you’ve probably seen highlights, a story, or a blog post about the rise of Esports popularity across the USA and Europe.
Esports, at a high level, is when professional players play computer games in front of a live audience that can see and hear the gameplay and commentary. The question is, will Esports bring about new and exciting ways to engage a live sports audience? And how will brands and business take advantage of this new platform to engage with consumers?
The growth of Esports recently tends to suggest that, at the very least, Esports should not be ignored. According to Newzoo, the leading provider of market intelligence covering the global games, Esports, and mobile markets, the inclusive and global nature of Esports has produced incredible growth. Additionally – and related directly to how such a spike in interest is tied to why brands should pay attention – a large portion of Esports viewers do not actually play the game themselves.
Newzoo has also done extensive research on how the Esports ecosystem has evolved and how the various integration points function: The American gamer market, which is sized at 160 million, will spend $25.1 billion in 2017.
It’s clear that there is ample opportunity to engage an audience that is valuable, captive, attentive, and has a strong affinity for the event they’re attending. At InStadium, we have a decade of experience bringing brand messages to life in the live sports environment. We’ve seen time and again how impactful the environment is and how engaged the audience can be. The increasing interest in Esports will bring even more fans into that environment.
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