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Here's how you can strategically decide in eSports marketing.

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Navigating the competitive landscape of eSports marketing requires a blend of industry knowledge and strategic finesse. To effectively promote your brand or product in the eSports arena, understanding the community and the unique aspects of this digital sport is essential. eSports, or electronic sports, involves organized, multiplayer video game competitions, particularly between professional players and teams. As you dive into this world, you'll need to tailor your approach to resonate with a highly engaged and tech-savvy audience. This article will guide you through the strategic decisions you need to make in eSports marketing to ensure your efforts are as impactful as possible.

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Tomás Mosqueira

Director Agencia For The Win | Presidente ANEC
Ahmad Hisham El Mahallawy

CInP, CDTP, CInS, CCInO, AInA | Innovation Trainer | Business Development Consultant | Tlogia College Regional Manager…

1 Know Your Audience

Understanding the demographics, preferences, and behaviors of the eSports audience is crucial for effective marketing. This audience typically skews younger, is highly internet-literate, and values authenticity. Tailor your messaging to be relatable and engaging for this group, ensuring it resonates with their interests and the platforms they frequent. By aligning your marketing strategies with the values and expectations of the eSports community, you will build trust and foster long-lasting relationships with potential customers.

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Tomás Mosqueira

Director Agencia For The Win | Presidente ANEC
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Algo necesario para poder comunicarte bien con esta audiencia , y tener credibilidad con ellos, es conocer los productos (juegos o torneos) para hablar en el mismo lenguaje y no quedar mal. He visto mucha gente que trata de ingresar a esta industria sin siquiera entender cómo se juegan los títulos o en qué plataformas, quedando en ridículo y perdiendo oportunidades importantes. Tampoco se trata de hablar comenzar a comunicarte con modismos o acrónimos, es entender el trabajo y profesionalismo de la gente que trabaja en esta industria, hablando con algún tipo de conocimiento o cercanía sobre lo que hacen.

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2 Game Selection

Selecting the right game to associate your brand with is a significant strategic decision. Each game within the eSports realm has its own distinct community and culture. You want to choose a game that aligns with your brand's image and values. Moreover, consider the popularity and longevity of the game to maximize your marketing's relevance and impact. This will help you connect with a dedicated audience and increase the likelihood of your marketing campaign's success.

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Ahmad Hisham El Mahallawy

CInP, CDTP, CInS, CCInO, AInA | Innovation Trainer | Business Development Consultant | Tlogia College Regional Manager - MENA | Vice president of the GInI North Africa Chapter | Minecraft Education Ambassador
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Selecting the right game is crucial. Each has a unique community and culture. Align your brand with a game that reflects your values (e.g., target young, competitive audience? Consider League of Legends). Look for games with staying power to maximize impact. This builds brand loyalty and strengthens your marketing efforts.

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3 Platform Presence

Choosing the right platforms for your eSports marketing is as important as the content itself. Twitch, YouTube Gaming, and other streaming services are hotspots for eSports content consumption. Your presence on these platforms should be strategic; engage with viewers through live streams, sponsorships, and interactive content. Understand the nuances of each platform to effectively reach your audience where they are most active and receptive.

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4 Content Creation

Creating compelling content is key to capturing the eSports audience's attention. This could range from behind-the-scenes insights into eSports teams to game strategy breakdowns. The content should be entertaining, informative, and relevant to the interests of eSports enthusiasts. High-quality content can help establish your brand as a credible source within the community, fostering engagement and loyalty.

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Ahmad Hisham El Mahallawy

CInP, CDTP, CInS, CCInO, AInA | Innovation Trainer | Business Development Consultant | Tlogia College Regional Manager - MENA | Vice president of the GInI North Africa Chapter | Minecraft Education Ambassador
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Behind-the-scenes videos following a pro player through their training routine In-depth guides on complex game mechanics for specific titles Interviews with esports analysts giving predictions on upcoming tournaments By creating content that is both informative and entertaining, you can establish your brand as a trusted source within the esports community.

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Tomás Mosqueira

Director Agencia For The Win | Presidente ANEC
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Si estás comenzando, y necesitas justificar que hay interés en tu producto (liga, equipo, jugador u otro), una buena oportunidad es formar alianzas con creadores de contenidos o gente que tenga más alcance en redes sociales (profesionales de los medios de comunicación o con credibilidad). Más allá de la plataforma, ya que los creadores de contenidos se cambian regularmente según la oferta (Twitch, YouTube, Kick u otro), es muy importante contar con un "piso" en la audiencia para poder presentar esos resultados con posibles socios estratégicos o marcas que puedan aportar al proyecto.

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5 Sponsorship Synergy

Sponsorships are a common practice in eSports marketing, but it's essential to choose partnerships that reflect a natural synergy with your brand. Aligning with teams, players, or events that share your brand's ethos can lead to more authentic and effective marketing efforts. Ensure that any sponsorship deal adds value to the eSports community, as this will enhance the perception of your brand and drive deeper engagement.

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Ahmad Hisham El Mahallawy

CInP, CDTP, CInS, CCInO, AInA | Innovation Trainer | Business Development Consultant | Tlogia College Regional Manager - MENA | Vice president of the GInI North Africa Chapter | Minecraft Education Ambassador
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Here's how to strengthen your esports sponsorships: Target partners that share your values. Imagine a sports drink brand sponsoring a health-conscious gamer known for clean gameplay. This resonates with the audience and feels genuine. Look beyond just big names - niche teams with passionate followings can be equally impactful. Remember, sponsorships should benefit the community too. Host co-branded giveaways or sponsor player academies. These efforts show you're invested in the scene's growth, making your brand a true partner, not just an advertiser.

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6 Community Engagement

Engaging with the eSports community is not just about broadcasting your message; it's about fostering a two-way conversation. Participate in forums, social media discussions, and at events to understand community sentiment and feedback. This engagement can inform your marketing strategies, making them more responsive and effective. Remember, the eSports community values authenticity, so genuine interaction is key to building a positive brand image.

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Tomás Mosqueira

Director Agencia For The Win | Presidente ANEC
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Una de las oportunidades que poco se considera en esports es trabajar con colegios y universidades. Las compa?ías de videojuegos cada vez realizan menos torneos nacionales para profesionales, y los nuevos talentos -muchas veces- no participan al sentir que no van a tener oportunidades. Por esto, se presenta como una excelente oportunidad el comenzar a trabajar con torneos dirigidos a jugadores en etapa formativa previa al profesionalismo. Esta apuesta por un público más casual (escolares y universitarios), puede ser un buen gancho para trabajar con marcas endémicas y no endémicas, ya que esa comunidad y audiencia no consume publicidad directa (usan adblockers, por ejemplo) y estas iniciativas presentan una buena acción de marketing.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Here's how you can strategically decide in eSports marketing.

1

2

3

4

5

6

7

1 Know Your Audience

2 Game Selection

3 Platform Presence

4 Content Creation

5 Sponsorship Synergy

6 Community Engagement

7 Here’s what else to consider

Esports

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Here's how you can strategically decide in eSports marketing.

1

2

3

4

5

6

7

1 Know Your Audience

2 Game Selection

3 Platform Presence

4 Content Creation

5 Sponsorship Synergy

6 Community Engagement

7 Here’s what else to consider

Esports

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感谢您的反馈

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