The world of esports is in a huge boom. The rate at which interest in the field is rising is staggering! Brands and investors are looking to find a way into this new and exciting market and are actively pursuing partnerships with esports influencers. Despite being a relatively new method for companies within the esports field, influencers offer enormous value to brands.
If you got the chance to read one of our previous articles titled “Everything you need to know about Esport athletes and teams”, you will remember that we mentioned that players and teams have sponsors. Sponsorships are one type of marketing in which brands supply influencers with gaming gear and other prerequisites in an effort to increase the exposure of their brand. These esport influencers have tremendous reach and influence across multiple platforms, everyone watching at home wants to be like them. And what’s the best way to play like the pros? Use their gear!
Companies can offer various options to influencers. Most commonly, influencers are compensated directly for a set amount of tasks. Other brands may offer non-monetary options to influencers such as a percentage of the company, unlimited gaming gear, merchandise, etc. You can better understand this by looking at professional footballers and their personal sponsors.
Another interesting aspect of esports influencer marketing is that it doesn’t stop there. Esports as a whole offers a unique experience for all viewers. Because games are played online, there is always a stream to watch the action on. The most exciting part of watching the streams is the interaction with all the other viewers. There are chats where people have discussions, root for their teams, analyze gameplay, and so much more! This immersive and active viewing experience properly highlights the inclusive community of esports.
The unique viewing experience further enhances a brand’s ability to research and develop their products or services by directly receiving live feedback from the community. Top Twitch streamers and influencers often brand their streams and videos with their sponsor’s logos, and they also may include product/service showcases to further expose the brand.
With great following, comes great responsibility!
Influencers carry a huge weight on their shoulders, their tremendous reach and influence can make or break a brand. It is important that influencers understand what they are supporting and marketing, as they wouldn’t want backlash for promoting something that is seen as a scam or unethical. They have the power to bring extra value to the games, raise brand awareness, engage and educate the viewers.
Influencers have the power to connect with passionate fans and create a tremendous atmosphere. They bring an extra boost of energy to every game and create the magic for those watching behind their screens. Engaging the audience from start to finish plays a huge part for the success of the game, and influencers know how to drive the hype and spark interesting discussions.
