In the second episode of Digital Corporate Authority, the new alliance between Esports Bureau and BlueteamWib, Herman Rojas and Rafael Espinosa de los Monteros Iglesias talked about eSports as a competitive opportunity for brands. 

“Electronic sports are part of a new model that is the natural evolution of a traditional digital that today offers an eight-lane highway so that everything is much more immersive, much more immediate, more multi-screen. Esports are a product of the new digital that a new society brings”, explained Rojas, Founder & CEO of BlueteamWib. 

In this article, we will share three takeaways for understanding this rising industry and the opportunity it represents for brands.

1. Competition renewal. 

There are many fans of soccer, polo, F1, and watching one of these matches consists of sitting down as a passive spectator, receiving a number of emotions and inhabiting a place from your interpretation of what is happening on the other side of the screen. On the other hand, the eSports renew that concept because you are part of it, that barrier is broken where you cannot interact with the competitors. Electronic sports offer you the opportunity of interacting with a group of people who share your same passion, building messages that will be part of that same broadcast event.

2. Turning point in the industry 

It is a new industry yet, with 5 and 8 years old in some cases. Brands increasingly understand what a tweet is, what it has to do with being part of the digital phenomenon, they know what it means to broadcast on Twitch and measure audiences. Another very good sign is that before, when there was an agreement between a brand and a team, it was a contract of 6 to 12 months, and now we see a lot of this renewal of that agreement, but for a period of 3 years.

It is a pivotal moment because all these advances in the sector are going to be followed by everything that the world of cryptocurrencies is going to contribute. It is a moment similar to what happened with Spanish football with television rights, which was what allowed money to be injected into the ecosystem and that the Spanish league could make those famous multimillionaire signings. We are close to a real explosion and those who have been sowing and creating good strategies will be the ones with an interesting return.

3. Get into the ecosystem 

You have to understand the sector and surround yourself with experts because we are talking about young audiences but they are not stupid, so if they recognize a bit of opportunism, rejection will come. There are plenty of cases in Spain with brands that entered early, for example in 2015 when the ecosystem was not so consolidated, and it was a failure because the logic failed. Instead, there are brands that enter in a humble way and looking for how to contribute to the sector and in those cases the interaction rates are much more positive. 

This also has to do with training the work environment, that is, the marketing and advertising departments in charge of the brands, they also will have to deal with providing a technical language and understanding that context, how a category such as relevant as eSports is managed.

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