By Lisa Major
Electronic sports, or eSports, has become one of the most talked about industries around the globe. With revenues growing from $423 million in 2016 to $906 million in 2018, we can safely assume that this is a booming industry that is here to stay. Not only is that good news for players and fans, it also gives brands a new market to tap into. In this edition of Happy Hour, we’ll explore the immense marketing opportunities that the eSports industry has to offer. We’ll also look at the current state of experiential marketing and hear from top brand executives regarding the value of experiential.
Gaming has come a long way since the 80s and 90s. Remember when you had to physically be in the same room with your friend in order to play against each other? Some games weren’t even multiplayer…we had it rough. Now kids can play with their friends who live down the street or on the other side of the world thanks online play. And that’s not all that’s changed. Competitive gaming, also known as eSports, has taken the world by storm, fans and all. In fact, an estimated 380 million people watched an eSports event last year, either in person or virtually. Brands have taken note of the rise in popularity and are experimenting with how they can market to and reach this niche fan base.
Over the years, experiential marketing has grown to be a crucial strategy that more and more brands have added to their marketing mix. Today’s consumers are super savvy and the way brands advertise to them can make or break their efforts. In this experience-driven world that we live in, brands have realized the power behind face-to-face marketing and live events. Here, 10 brand executives share with Event Marketer their thoughts on the power of experiential and the impact it has on their marketing initiatives.
In 2018, Agency EA surveyed more than 700 B2B and B2C experiential marketing professionals, gaining valuable feedback related to the industry. In the study, respondents shared insights on a variety of topics including trends, tactics, goals, and ROI that they expect to take hold in 2019. A few of the major trends making an impact this year are “hyper-personalized experiences, events that extend beyond the convention center, and innovative networking platforms.” Read on to see other notable findings and to download a full copy of the report.
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