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The Future of Esports Introduction

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The Future of Esports Introduction 01 - Jan 19 The future of esports 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 With massive brand partnership deals outdated view of the unsociable, teenage, to any sports fan, but this isn’t a football match and prize pools worth millions, the meteoric rise and predominantly male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 Dota 2 player The amount of dollars up for grabs to Fortnite Kuro “KuroKy” Takhasomi. Dota 2 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. LET’S GO BIG ON BRAND TO UNLOCK THE ENORMOUS COMMERCIAL AND CULTURAL POTENTIAL AROUND ESPORTS. THINK With global fans, followers, viewers, and players, We’re talking to multiple teams, leagues, agents, teams and leagues aren’t just influencers, and organisations who agree that branding they’re brands in their own right and need needs to play a key role in maturing esports into to view themselves through this lens. Equally, a billion-dollar business. We need to put serious established brands - especially sports teams thought towards predicting future trends within entering the esports arena - should take the sector and also focus on understanding the this opportunity to position themselves to wider world and how fashion, entertainment, a new generation of fans who have limited media, and traditional sport will play a role in preconceptions of their traditional brand or shaping esports. All this must be done whilst entertainment models. respecting the grassroots community who built the industry from the floor up, and who 08 What if the esports Premier League saw are not known for responding kindly when a 09 Tottenham Hotspur simply become Spurs, new investors approach misses the mark for and Man United take to the stage as the authenticity (ex. Bud Light All Stars). Red Devils. With some creative thinking and premium, purpose-created design, teams can We’re putting in place brand visions that aim use elements of their legacy whilst creating to capture and commercialise opportunities by something entirely new for the esports accepting and anticipating the rise of esports community – thus avoiding lazy ‘logo-slaps’ and its growth in popular culture. Our mission and showing respect to and enthusiasm for is to excite people and get them to think big the industry. and to think long term. How will your brand get involved and transcend between esports, We expect to see teams work with branding fashion, and entertainment? experts to define a clear pathway, vision, and identity as the competition and their reach We are hosting brand workshops to drive grows. Serious teams must work out how best industry and brand awareness, whilst consulting to engage fans and become household names, with big brands to help them to find their feet and how to become accessible to new fans in a more mainstream world for esports. We’re without alienating their old ones. It will be a challenging sponsors and non-endemic brands delicate balance for more established teams to look beyond the tried and tested solutions both ways. and prepare for a new world, a world where esports belongs. THINK BRAND Tom Love, Creative Director of LoveGunn Kieran makes an important observation As we’ve seen in more traditional sports, regarding the development of teams as big once corporate money starts flowing into brands and I think it’s critical that all teams esports there’s really no limit as to its growth, Vox pop Vox start recognising this and plan for the very near both as an industry and as a recognised form future where purpose, values and identity will of mainstream entertainment. We’re already become ever increasingly important in order seeing big, non-endemic brands securing for teams to grow fandom as well as partnership deals within esports, partnership and sponsor deals. from sponsoring teams (visa) to the actual events themselves (Mercedes-Benz). Through our strategic brand work with Excel, we were able to define who Excel are and The question, or challenge as it appears, what they stand for. By giving them a clear is how these brands activate engagement. How do you brand manifesto, they are now able to create Traditional methods of engagement alone Kieran Holmes-Darby, engaging content, seek partnerships and sign will not be enough to unlock the commercial see the role Managing Director players which align to their values and their potential within the esports demographic.
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