by Louis "Guichex" Lemeillet
Esports teams do basic marketing, but do they have the future in mind? Esports is gaining in popularity, with a viewership boasting over 70 million people. Gaming structures are faced with a swiftly-growing market and need to adapt very quickly, and that requires planning out their future.
Esports has huge potential because it represents a bridge between traditional sports and high technology. Moreover, a new game-breaking technology is on the verge of being achieved and commercialized and it brings new stakes both for high-tech industries and Esports.
To Infinity and Beyond
Across social media, we've seen teams offer merchandise like clothing and accessories, do giveaways for sponsors, and even participate in commercials. Tech companies and electronics conventions like CES are showing the world what could be the next big step concerning technology and computers. After bringing smartphones and tablets, it is time to bring something which could revolutionize our habits once again: flexible computers.
You can see manufacturers such as Samsung and LG talking about flexible phones like this one and praising their merits. It is a cool innovation, but the best part will come just a bit later. What can you do with a flexible screen and components? You can twist it at will and include it in objects you couldn't before like glasses, clothing and wristbands. With it, you reach the full potential of this new technology. Wearable computers. If you're curious enough, you can see plenty of stuff about Apple having some “secret facility” working on the new iWatch which will basically do what your smartphone is doing: email, music, agenda, etc. You also have Google Glass which does the same but with a little bit more virtual reality included. Maybe the next step is a Wi-Fi hat with a screen inside it. The possibilities are infinite.
Of course, not all of these technologies are available to the masses yet, but Esports is also not fully developed yet. And we can assume that, in some way, those two worlds will reach a new point at almost the same time, creating so many new possibilities for tech companies to advertise their new products.
One of the most effective marketing techniques at the moment is using brand ambassadors: whether they are movie stars, famous bloggers, or from a rich dynasty. It doesn't matter as long as they can wear or consume your products and give a good review; promoting them in whatever way possible. This kind of marketing relationship can bring very good image to the company if their values and personality are matching those of the ambassador. It is also long-lasting and so can bring a lot of profits to both parts.
A Bridge Between Esports and High-Technology
Where is the link with Esports ? Our favorite e-athletes can't really hope for sports companies to support them since they are not committed to any true physical effort; and they don't really need sportswear. What pro-players use daily is top-notch gaming devices which can help them reach a better performance. Nevertheless, they are considered, at least for the moment in some regions, as professional athletes and bring entertainment to millions of people who are also hardcore users of computers, gaming devices and every kind of technology.
Since that audience is most likely to adopt these new products, we represent, as Esports lovers, a great target for those companies. With the rise of Esports, they might have found the faces of the ones who will represent their company on the field.
If we project ourselves three or four years into the future, I truly believe Esports will have grown a lot more and every company will be taking a closer look at "this new thing.” Also, tech industries will release the first projects of their new “flexible devices” and they will want to boast them as much as possible. Trying to sign sponsorship contracts with some great multi-gaming company can bring fame and profits to both parts.
As a matter of fact, you can see that in Korea, where Esports is kind of a national thing, it is technology companies which sponsor the teams: SK Telecom and Samsung among others. I think at some point in the future, when Esports are acknowledged by everyone, we might see the same deal in our occidental countries. Imagine “Google Solo Mid” vs “Microsoft Cloud 9”. (I really hope we won't have those team names though.)
Whether or not Google and Apple would buy pro-gaming teams is a different matter. But what we can be sure of is: Esports powerhouses will be sponsored by one specific brand and they'll build long-lasting relationships by advertising their new products on the players while obtaining fame from the team results, in exchange for money.
Beware of Fairy Tales
Bringing tech companies, which represent a lot of devices every one of us is using on a daily basis and which represent what kids will consider “normal” in a near future, can bring further fame and importance to the Esports world. If you mix this with the “international future” of Esports, and by that I mean that they are shared worldwide and not only popular in one region, it could become something bigger we could ever imagine.
I may be over-reacting, but I think bringing such companies into the Esports market will at least bring our virtual sports onto the same level as big traditional sports such as soccer, football or baseball. Traditional sports will have sports companies more than Esports, but Esports can claim sponsorships from bigger companies. Such deals would bring further development to the Esports world and help gaming structures improve their infrastructures, their team salaries, their staff and their power.
On the other hand, such deals can bring tons of money to a quite new sector, and with it some disappointments. With an industry growing that fast and that big, everyone is playing with the balance between investments and rewards. For the moment, gaming structures are trying to court any advertising possible to upgrade their financial possibilities, but many problems could come arise from that. For example, you can see with the last Dr. Pepper marketing campaign with the European LCS teams, that they're selecting only one player to represent them, and not the whole team. So where does the money go? Towards the team or towards the player?
Lots of teams might try to take advantage of their players by “selling” them to whichever company offers money while not paying attention to the overall image of the person. Or players' egos might get in the way as they want to claim part of the money for their own personal benefit. Such moves would potentially slow down the industry as a whole and discourage big companies from investing as they could.
Esports is growing at an explosive rate. Technology companies are on the brink of unveiling cool, innovative stuff. This may be destiny. The two industries will find a lot of common interest if they manage to create sponsorship contracts. The most important part of all this being: the first to hit is the first to win. Pro-gaming structures need to be aware of that fact, and need to decide on a precise marketing strategy oriented towards the future.
What are your feelings towards all of this ? Do you also think sponsorships between high-tech industries and pro-gaming structures might exist someday ? Feel free to leave your comments, everything is open to discussion!
