5 TIPS TO START IN THE ESPORTS WORLD WITH YOUR BRAND
Are you in charge of a brand that seeks to enter the eSports world? Do you have in your hands the marketing responsibility of your company? Do you need advice for the creatives who will launch a campaign?
We present eSportainment Hub, a user manual for the industry. This is a virtual appointment specialized for marketers and business professionals. In its first edition, we have the presence of Antonio Lacasa Blay, Director of Global Esports Summit and Founder of Global Sportainment.
Next, we share 5 tips from Lacasa Blay for the successful entry of a brand into the eSports universe:
1. DO AN ABSOLUTE RESET
Forget everything you’ve ever done in marketing before. Then you’re going to get it back, because marketing is marketing if you sell carrots or eSports. You have to completely decode yourself because it’s a new world.
If you are considering a medium/long-term goal in Esports, you should know that this is a short-term goal in the conventional environment, precisely because Esports have a different dynamics.
You must be tactical rather than strategic. Here, strategy is also very difficult precisely because this dynamic is forcing us to be creative, so you can’t lose your way, which brings us to the next point.
2. DEFINE YOUR TARGET AND AUDIENCE.
Which is my goal? Do I want to sell? Do I want to position myself? From there, I have to see where my audience is. Is my audience with those who compete in Esports? Are you with those who follow influencers? That is going to help me rethinking in what I am going to do and what can I do.
For example, an Esports team offers you an activation that the competition does not, but it gives you more visibility. The same in the case of a player: a brand ambassador can give you more engagement and you, because of your content, should generate conversations.
3. SYMBIOSIS BETWEEN SPONSORSHIP AND BRAND CONTENT
There are many things that we can do in eSports as brands: we can sponsor teams, tournaments, events, or we can choose a player as a brand ambassador. In all these options, there is a specific visibility.
One of the things that I advise the most is to do BRANDED CONTENT: content generation, which is associated to an ACTIVATION. We had to suffer a lot to realize that in sports, but with esports we already know that. As a matter of fact, to envision a sponsorship strategy in eSports, the result must be a sum of brand assets.
For every euro or dollar that you are going to spend on esports sponsorship, anticipate that you should put at least 2 or 3 more euros or dollars into activation. Otherwise, you will not be effective.
5. DATA INTELLIGENCE: RETURN AND METRICS
It is something that must be demanded from the agents towards whom we are heading as brands. How do you guarantee my return? What metrics do you promise me?
In conventional environments, I can get metrics similar to advertising, but in eSports it is not the same. Here you must measure levels of engagement, loyalty, another criterion in ROI analysis that you must ensure in order to monitor that it is effective.
Define your goal. Think in the short term. Visualize your audience. Aim to generate activations and exclusive content of your brand. Calculate an investment 2 or 3 times greater than what you decide to invest in sponsorship. Keep in mind the metrics and what results you expect.
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