Putting the
electronic in sport
eSports, also called competitive gaming or pro gaming, is a professional form of exactly what most of us think of when it comes to console or PC gaming. Unlike the stereotypical image of the lone gamer in their bedroom or basement, these games are played by teams of multiple professional players in tournaments that often offer lucrative prize money.
Pro-players can be salaried, play in official teams, become celebrities and are considered to be internationally recognised athletes¹.
Games being played are variations of those that were popular from the ‘80s onwards. Fighting games, strategy games, first-person shooters and multiplayer online battle arena (MOBA) games are all alive and well in competitive gaming.
League of Legends and Dota 2 are two of the of the most popular MOBA titles. Other well-followed games include Counter Strike: Global Offensive, Call of Duty: Black Ops III and Halo in the first-person shooter category, and the strategy-focused Hearthstone and StarCraft II². World of Warcraft, a massively multiplayer online role-playing game (MMORPG), takes the place as the most played in the fantasy/quest genre.
Who’s watching
competitive gaming?
Every sport needs an audience, and eSports has viewers in droves. Thirty-two million people ‘game’ non-professionally on a regular basis³ but the audience for eSports is even larger than just those who play themselves and who are presumably predisposed to enjoy watching others do the same. Watched online via streaming platforms such as Twitch.tv and YouTube, eSports boasts over 120 million fans. Individual games can be watched by tens of millions of people, rivalling audiences for broadcasts of traditional sports4.
eSports aren’t just watched online. Tournaments are also played and televised live from stadiums around the globe. The recent Intel Extreme Masters (IEM) World Championship held in Poland hosted 173,000 fans5 – in person. A further 46 million people consumed the event online. Those are significant numbers and they’re rising dramatically year on year. In Australia too, popularity is growing, with eSports fans filling Qudos stadium for this year’s Intel Extreme Masters Sydney in May.
Despite women accounting for half of the gaming population6, eSports is currently dominated by a young male viewership7. When it comes to professional female players, the numbers are worse8. Regardless, the audience represents a sizeable chunk of Generation Z.
Show me
the money
Unsurprisingly, with the growth in attention to eSports and recognition of its audiences’ high disposable income, brands are starting to pay attention. Due to the nature of eSports, with its online and offline presence, there are multiple avenues for advertising.
Most obviously, brands can sponsor the game tournaments, celebrity gamers, or the teams. In Australia, McDonald’s has become the first commercial partner of the StarCraft II World Championship eSports Series, for which it will receive naming rights, on-ground activations, content integration and general branding9.
Gaming houses, where professional teams live and train, can be sponsored. And of course, merchandise needs to be provided.
Brands can also put money behind streaming rights (US based BAMtech recently purchased the streaming rights to League of Legends until 2023 for US$300 million10) or launch their own streaming platforms such as Channel Seven’s newly announced multichannel platform ScreenPlay11.
Of course, there is also always the advertising that’s seeded into those streams.
Tapping into
Gen Z
Providing prize money (individual purses vary but have reached as high as US$20.4 million) and sponsoring teams has the added benefit of appealing to Generation Z who have a low tolerance for inauthentic advertising. What better way to show your brand’s authenticity than by literally supporting the passion of its fans?
As the Australian Entertainment & Media Outlook says, “the next five years will see marketers, broadcasters and sports leagues taking more of an interest in gamers and gaming as they seek ways to be relevant to Generation Z”. One of those ways will be to engage with the influencers – commentators, ex-players, social media celebrities – that Generation Z trust. An advertisement or endorsement by ‘one of their own’ will likely go a long way with this media-savvy audience.