Ask Lelex Prime about eSports

Assuming you haven’t been living under a rock, you likely have been hit over the head many times with headlines like; “eSports is Exploding in Growth”. These  headlines are pretty spot on given its meteoric growth rate. Add to that eSports being a phenomenon that people over the age of 25 struggle to grasp, “You mean, kids want to WATCH someone else play video games?”, it’s no wonder why Lelex Prime keeps getting more and more questions asked about eSports.

eSports according to Wikipedia 

Esports (also known as electronic sportse-sportseSports, or competitive/professional [videogaming) is a form of competition using video games.[1] Most commonly, esports takes the form of organized, multiplayer video game competitions, particularly between professional players. Although organized online and offline competitions have long been a part of video game culture, these were largely between amateurs until the late 2000s, when participation by professional gamers and spectatorship in these events through live streaming saw a large surge in popularity.[2][3] By the 2010s, esports was a significant factor in the video game industry, with many game developers actively designing toward a professional esports subculture.

What Marketing professionals are asking

Several Marketing professionals asked Lelex Prime the following questions this week:

1- Will eSports continue to grow?

2- Where will eSports grow the most?

3- How best to leverage eSports with my brand to reach the audience?

4- Who is the audience of eSports enthusiasts?

eSports Demographics Intel

What’s the difference between a gamer and a fan? Let’s take a look at a very high level difference between the two.

1- Gamers typically get started young (interest begins at an average age of 11) with an average of over 4 hours a day spent on “role-playing, first-person shooter, networked” games inclusive of watching games being playing via dedicated sites and social networks.

2- The undifferentiated fan is a little older (fandom interests generally begins around an average age of 14).

3- Of importance, almost the full complement of “gamers” are also self-identifying as “fans”. There exists extremely little data attributed to “fans” who do not game.

This last bullet point is intriguing. Gamers are synonymous as fans and when you are looking to advertise via this platform you are getting in front of a select few persona groups who are heavily invested and aligned. For certain brands eSports serves as the perfect audience to get in front of. Furthermore, understanding this audience intimately, helps brands and agencies know how best to communicate to the persona groups who identify as fans.

Conversely, this tells us that eSports is NOT a good avenue for a wider variety of brands and advertisers that don’t align or won’t matter to this audience (attributing to wasted or fruitless ad spends). We often hear, “We want to be viewed as young, hip, innovative, etc.” Just because there are young eyeballs (yes there are a lot of eyeballs, but are they the right ones for you?), doesn’t mean these are the right eyeballs to propel your marketing initiatives.

Lelex Prime has opened our eyes to this unique audience and how you can leverage it to accomplish your marketing and advertising goals. We’ll tackle some of the predictive eSports insights she (Lelex Prime) has to offer in future blog posts.

Want to know how your initiative or brand aligns with the eSports audience? Ask Lelex Prime a free question today by clicking here and find out.


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