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Esports: The Digital Disruption of Live Experiences

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esports professional

In 2017 there were 2.2 billion active gamers in the world. It is believed that esports audiences will reach 380 million in 2018.

So, it’s safe to say that we shouldn’t ignore the disruptive esports phenomenon. It is a billion dollar industry still rapidly growing.

And one thing is for sure; esports knows how to boost marketing in the current age. For the millennial audience to boot. And that’s great for event marketers, especially since live events are what make esports so successful.

But how do they do it?

Esports can share a lot in terms of experiential marketing, brand integration & modern-day content consumption.

A winning combo of digital tech and entertainment

We live in an interactive digital world, and the way we consume content and entertainment has changed. We consume on-the-go, and we are interactive when we do.

All thanks to digital social platforms such as Twitch, YouTube and Facebook Live. Also – mobile apps.

You can watch live content from anywhere.

Esport events stream live via Twitch and YouTube channels – reaching much wider, global audiences. Viewers engage constantly with the community and channel moderators through nifty chat functions! Hello interactivity. 

Not only that, but since esporting event tickets sell within minutes – brands are known to dive in and team up with local entertainment providers (cinemas) to host viewing sessions across the globe.

Each viewing party is an individual experience within a much larger experience.

Experience-ception.

Valuable brand contribution

Esports is great at reaching tech-savvy millennial audiences that know their way around bypassing traditional ads.

But this means: Goodbye logo slapping, hello brand integration.

The gamer and esports community shows the importance of valuable brand contributions. Brands need to immerse themselves in the experience, inventively weaving the brand into the community.

This opens up new ways event marketers can strategise reaching their audiences, both in and outside of the esports culture.

What esports marketing can teach us is a growing topic of interest. Each year we learn new ways to reach more diverse audiences than ever before. One thing is for sure, we should continue to research trends within this industry, as esports is here to stay and is consistently setting the stage for how we approach marketing for events in the future.

Interested in boosting your experiential offerings? MCI can help you achieve your goals. For more inspiration, read our clients success stories here.

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