01 - Jan 19 The future of Introduction

02 03

Packed out stadiums where iconic players battle Tapping in to the psyche of a new generation, Diversification is a particular challenge the esports industry is going from strength to for this industry, so aligned that it is with the it out in front of roaring crowds; a familiar scene strength. With massive brand partnership deals outdated view of the unsociable, teenage, to any sports fan, but this isn’t a football match and prize pools worth millions, the meteoric rise and predominantly male gamer lurking in of esports shows no sign of slowing down. a darkened bedroom. This is where branding or basketball game. This is an esports tournament, The Olympic committee are even rumoured to and brand engagement can really make one of hundreds of events that celebrate the very be in talks to include esports as a demonstration a difference and up the cool factor of the game at the 2024 Olympics. industry. In turn, investment in esports offers best in competitive gaming. It’s spectator sports the opportunity for big brands to increase their the likes of which we’ve never seen before and, With this in mind it’s time for brands and wider brand awareness and commercial potential. like it or not, it’s here to stay. audiences to start taking note and harnessing the almost infinite possibilities of the sector. Having worked with Chelsea FC on a project that will launch in February 2019, the newly For those already enlightened, esports is and announced ePremier League is particularly always has been a huge form of entertainment. exciting to us and we can’t wait to see the Yet look away from the impressive figures and impact of the iconic leagues involvement on you’ll find a wealth of untapped potential in attracting a wider audience to the community. the form of unengaged demographics that the The forward-thinking innovation of the esports esports industry needs to speak to in order to industry, backed and validated by the legacy be embraced by popular culture. of the Premier League, looks to be a coming of age moment for esports where obsolete perceptions can finally be shifted. $1.4b 3hrs 25 mins The amount that researcher Newzoo predicts the The average amount of time per week that young global industry for esports will be worth by 2020, gamers aged 18-25 spend watching esports by which time the audience will have reached online worldwide. 580 million.

04 05 15 million 60 million The number of users that Twitch, the esports The number of viewers boasted by the League live streaming service owned by Amazon, of Legends Mid-Season Invitational Final 2018, receives per day. Their concurrent viewership making it the most watched esports tournament averages at 1.2 million at any given time. of all time.

$4.1m $100m The mass earnings of professional 2 player The amount of dollars up for grabs to Fortnite Kuro “KuroKy” Takhasomi. pro gamers are players in prize pools across the 2018/2019 often amongst the highest paid in the industry. competitive season, offered by the game’s publisher Epic Games At the lowest level, barriers are being put up by The development of brand sponsorship is also parents and teachers who don’t see gaming as crucial. Imagine if at the 2024 Olympics, star a viable profession, yet these same people will esports players such as Faker, Coldzera, encourage their children to play football when or Dendi step out wearing the latest in specially their chances of becoming the next Cristiano developed Nike esports performance wear or a Ronaldo are less than one percent. In contrast, Supreme limited edition drop, with a plethora of the reach and commercialisation of professional sponsors from Tesla to Converse All Stars. In turn leagues and gamers will open up more and for their investment, sponsors gain access to a more possibilities for gamers looking to go pro huge and ever-growing community where they or work within the industry. can influence a hard to reach demographic.

The industry needs a positive repositioning and But brands beware – the esports community is PR drive that helps it to appeal to the masses a hugely socially connected group who grew and encourages new talent. The narrative must up with the internet, live-streaming and the change to highlight values such as community, concept of belonging to communities that team work, problem solving, and competition span the globe. The community has built itself that esports and gaming in general promote, from the ground up and are harshly critical of and the industry needs heroes to promote and inauthentic or ineffective attempts at brand Shifting elevate its image. engagement. The employment of experienced 06 Perceptions 07

The gaming industry has huge potential, Take a look at the landscape and you will see creative agencies and dynamic in-house teams that the overall vision is much the same. is required to ensure your brand doesn’t end but to really make the most of that We want to see a shift in the quality of design, up the subject of a very public thrashing on the potential it needs to tackle its issues visuals and the brand narratives that run from esports boards of Reddit. players, teams and leagues. We want to see with image perception. esports evolve from its hobbyist roots and Yet with the combination of these two reposition itself as a premium, professional elements it really isn’t hard to see a future like industry whose emblems and merchandise any the one we imagine. With heightened financial savvy dresser would be happy to sport. incentives for players, industry rebrands, and image right sponsors, esports can position itself as something truly innovative, aspirational, and diverse. 08 HN BRAND THINK THINK both ways. delicate balance for more established teams without alienating their oldones. Itwillbea and how to become accessible to new fans to engagefans andbecome household names, grows. teams Serious must work outhow best as the competitionidentity andtheir reach experts to define a clear pathway, vision, and We expect to see teams work with branding the industry. and showing respect to andenthusiasm for community –thus avoiding lazy‘logo-slaps’ something entirely new for the esports use elements of their legacy whilst creating premium, purpose-created design, teams can Red Devils. With some creative thinking and and ManUnited take to the stage as the Tottenham Hotspur simply become Spurs, What ifthe esports Premier League saw entertainment models. preconceptions of their traditional brand or a new generation of fans whohave limited tothis opportunity position themselves to entering the esports arena -should take established brands -especially sports teams to view themselves through this lens. Equally, they’re brands intheir own rightandneed teams andleagues aren’t just influencers, With globalfans, followers, viewers, andplayers, POTENTIAL AROUND ESPORTS. ENORMOUS COMMERCIAL AND CULTURAL LET’S GO BIG ON BRAND TO UNLOCK THE

esports belongs. and prepare for anew world, aworld where to lookbeyond the tried andtested solutions challenging sponsors andnon-endemicbrands in amore mainstream world for esports. We’re with bigbrands to helpthem to find their feet industry andbrand awareness, whilst consulting We are hosting brand workshops to drive fashion, andentertainment? get involved andtranscend between esports, and to think longterm. How willyour brand is to excite people andget them to think big and its growth inpopularculture. mission Our accepting andanticipating the rise of esports to capture andcommercialise opportunities by We’re putting inplace brand visions that aim (ex.authenticity LightAllStars). Bud new investors approach misses the markfor are not known for responding kindlywhena built the industry from the floorup, andwho respecting the grassroots communitywho shaping esports. Allthis must bedonewhilst media, andtraditional willplayarole sport in wider world andhow fashion, entertainment, the sector andalso focus onunderstanding the thought towards predicting future trends within a billion-dollarbusiness. We need to putserious needs to playakey role inmaturingesports into and organisations whoagree that branding We’re talking to multiple teams, leagues, agents, 09 10 of esports? in the future engagement and brand of brands see the role How doyou

Vox pop

towards the brands their team. that support also generating consumer loyalty from fans audiences andcreate team loyalty, whilst region specific brands willbringinnew to teams andleagues from non-endemic, whole of the UKcan alignwith. Investment authentic British esports team that the Excel have been so keen to develop atruly of regionalisation andthat is why we at One of the key developments today is that consumer values to create fandom. brands need to find ways to tie themselves to to grow the influence of the industry, esports the consciousness of the mainstream. Inorder a growing industry that has not yet reached brands. Despite this, esports continues to be of anumber of globallyrecognised esports andthis has resultedsport, inthe creation connectivity quicker than any other new-age that ithas embraced globalisation and The esports industry is uniqueinthe way of UKEsports team Excel Managing Director Kieran Holmes-Darby,

of LoveGunn Creative Director Tom Love, global view. players which alignto their values andtheir engaging content, seek partnerships andsign brand manifesto, they are now ableto create what they stand for. By givingthem aclear we were ableto define whoExcel are and Through ourstrategic brand work with Excel, partnership andsponsor deals. for teams to grow fandom as well as become ever increasingly important inorder future where purpose, values will andidentity start recognising this andplanfor the very near brands andIthink it’s critical that allteams regarding the development of teams as big Kieran makes animportant observation

this successfully, then everyone willwin. question “Isthis for them?”. Ifbrands can do audience, always makingsure they ask the delivering experiences designed for this specific produce compelling andtailored content whilst Non-endemic brands need to get creative and potential within the esports demographic. will not beenoughto unlock the commercial Traditional methods of engagementalone is how these brands activate engagement. The question, orchallenge as itappears, events themselves (Mercedes-Benz). from sponsoring teams (visa) to the actual partnership deals within esports, seeing big,non-endemicbrands securing of mainstream entertainment. We’re already both as anindustry andas arecognised form esports there’s really nolimitas to its growth, once corporate money starts flowing into As we’ve seen inmore traditional sports,

11 Fyi: is a monthly thought-piece offering a snap shot on trends, popular culture, brand insights and futures.

Fyi is written by LoveGunn

Special thanks to contributor: Kieran Holmes-Darby Managing Director, Excel Esports [email protected]

Sign-up to the fyi newsletter at: www.lovegunn.co/fyi