The eSports phenomenon continues to grow, and will soon be breaking onto television this year, with shows like the forthcoming original series from TBS focusing on tournament play, and how ESPN showing greater interest in eSports-related programming.
With that, AdWeek reports how programs on television could not only cater to a bigger audience, but assist brands in reaching out to hard-to-grasp millennials by pairing up with such programming.
For example, the TBS series, which will premiere this May, kicks off ten weeks of competition in Counter-Strike: Global Offensive, a first-person shooter that finds appeal with male and female audiences alike. The article notes, however, that a certain challenge comes with E-League needing to find the right balance between scale and retaining a core audience.
Turner Sports EVP of production and chief content officer Craig Barry made note of said challenge. “(We understand) our obligation to the hardcore fan. Once you have that emotional connection, you open the door to a wider audience.”
Brands will find a way to connect as well, though some will wonder if the transition to TV will be effective. “(Gamers) kind of developed their own ecosystem,” said Jason Maltby, director of national broadcast television for MindShare. “It will be very interesting to see if you can get somebody who’s grown-up finding these events in the digital space to come back to a linear environment.”
But a connection can be made, as several partners have found success in the eSports world, including Logitech, Asus and HTC. “Advertisers need to be open to a less traditional approach of integrating their brand into the actual content,” explained Barry.
Some tips were also provided for brands attempting to reach out to new audience members.
Creating your own eSports event
Sometimes sponsorship isn’t the answer – but hosting your own special tournament, as Red Bull and Intel have done in the past, is. “Intel is probably the biggest eSports brand,” explained Mathieu Lacrouts, founder and CEO of eSports ad agency Hurrah.
It helps to put worth behind your brand
Finding the way that your brand can cater to a gaming audience is essential. “You’ve got to find which one of those actually layers into the eSports environment,” explained Dave Rosenberg with GMR. Comcast/Xfinity recently found a way to do this with its Internet service, even going as far as appearing at game events like PAX.
Pro gamers have a lot of influence
Sometimes, reaching out directly to gamers to advertise your brand can be effective – just ask Rooster Teeth or TheSyndicateProject. “This community know that this is what is keeping these guys’ lights on,” said Raymonde Brillantes-Green, vice president and group director of media for Digitas.
Don’t underestimate gamers
Trying to implant a brand that doesn’t feel like a fit is not only awkward, but incredibly noticeable by the community. “I would really stress education,” said Alex Fletcher, founder and CEO for Entiva Group. Failing to follow this advice will result in a call-out by the community. “They’re not going to be afraid to express their opinion,” added Brillantes-Green.
eSports are a key opportunity to reach out to a wide community, but it has to be done the right way. A newfound television audience could be a great way for these companies to make an impact. Provided they do it right, of course.
“Today, eSports doesn’t necessarily need TV to succeed but it will help to usher in greater widespread acceptance and advertisement opportunities,” said EEDAR business analyst Ed Zhao, speaking previously with [a]listdaily.
