Attracting millions of viewers and players, esports has carved out a substantial place in the broader entertainment landscape.
As the industry expands, it brings with it a myriad of career opportunities that go far beyond the role of a professional gamer. One such career path is in esports marketing.
This dynamic field blends traditional strategies with innovative digital tactics to captivate a global audience. From brand partnerships to influencer collaborations to event promotion and audience engagement, esports marketing offers something like no other.
To give you an in-depth scoop about esports marketing, ONE Esports speaks with Fernando Loureiro, VP of Integrated Client Services APAC at rEvolution, a global sports marketing agency with a dedicated gaming and esports practice called REV/XP.
What is esports marketing?
Esports marketing sees agencies working with brands to develop gaming-centric strategies. The agency then identify esports opportunities within the younger, more engaged, and passionate demographic.
Based on rEvolution’s experience, they’ve observed that “esports partnerships have similar pathways to entry as traditional sports, making them more digestible to brand marketers looking to enter a new space.”
Within these identified esports opportunities, there’s even more fine-grained variance. Just like how each sport has its own audiences — for example, you won’t market to football fans in Spain the same way you do for swimming fans in Singapore — it’s important to understand each game, their creator, and their communities, said Fernando.
What’s more, rEvolution works with insights partners such as YouGov to determine where a brand should focus their attention. Third party insights combined with industry expertise further increases opportunities for a brand within the esports industry.
Differences between esports marketing and sports marketing
At the core of both sports and esports marketing is understanding fan motivations and fostering authentic connections, said Fernando. Naturally, engagement differs depending on the sports and game title, but fundamental motivations remain consistent.
The key difference is that esports is inherently digital and naturally resonates with younger audiences, while traditional sports rely on well-established fanbases and event calendars.
“Traditional sports also offer familiar marketing territories for brands, while esports possess a dynamic landscape full of creative potential,” Fernando explained. “When a brand looks into leveraging the space, there are three main drivers to always keep in mind: be authentic, address fans’ needs, and enhance the
overall experience.”
He’s learnt that creating content that enhances the community’s experience is paramount, where their preferences are taken into account. This determines how rEvolution can assist the brand in achieving these goals through the esports property.
“It’s understanding the nuances of the game, the market where we are launching the campaign (influencing cultural and costumes aspects), and how we can organically and naturally integrate the brand’s own message into the content piece, all while staying true to what fans expect to see,” Fernando added.
Examining the esports marketing landscape now and into the future
As esports continues to evolve, rEvolution’s REV/XP team is playing a pivotal role in shaping the marketing landscape. One key trend rEvolution has observed is the increased focus on elevating women in gaming and esports, creating more opportunities for competition, recognition, and career paths. This shift opens new partnership avenues for brands within this ecosystem.
Another trend is the emergence of major non-gaming brands within the fighting game community, such as the Nike x TEKKEN 8 collab of the Nike Air Foamposite One “Kazuya Mishima” that dropped at EVO 2024, presented by Chipotle in Las Vegas.
Chris Mann, SVP of REV/XP, was on-site with Chipotle in Las Vegas, where the brand’s significant presence underscored its leadership in the esports community.
“Seeing top global brands recognize the value of the fighting game community which Chipotle has been actively involved with for the past two years, confirms that what we’re doing is working,” Chris said.
“It is a 360 campaign with a year-long approach containing multiple touch points, from in-game currency to influencer partnerships. We had many touch points around the game’s release that were exclusive and first of their kind,” he added.
Those touchpoints, which ranged from exclusive in-game currency and digital menu offers to gaming creator marketing partnerships, wove Chipotle into the fabric of the fighting gaming community.
During EVO 2024, TEKKEN Executive Director, Katsuhiro Harada, and Game Producer, Michael Murray, unveiled Chipotle’s official in-game integrations on the main stage. Those integrations included challenging the “ChipotleKing” avatar in the fight lounge, which in turn unlocks exclusive avatar items in game at no cost to the player.
This is why Chris advises aspiring esports marketers to ask the right question – how can esports help brands connect with a younger, more engaged audience through that games top passion point?
On top of this, for anyone interested in landing a full-time esports marketing job, he suggests focusing on understanding the business of gaming because esports marketing is a business, no different than the business of sports marketing.
He also recommends that you look into how partnerships work, seek practical internship opportunities, and create meaningful network connections while you are in college.
About rEvolution: sports marketing agency
rEvolution is an independent, global, and fully integrated sports marketing agency comprised of industry experts in consulting and business strategy alongside marketing and creative specialists who produce award-winning sponsorship and marketing campaigns for brands and rights holders throughout the sports industry.
Simply put, we authentically connect brands to fans that drive business performance. Our recent expansion into Asia, with a strategic base in Singapore, underscores our commitment to tapping into the region’s dynamic sports and esports markets, enhancing our ability to deliver innovative campaigns for global-leading brands.
For more information, visit www.revolutionworld.com.
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