[a]list summit is heading to Los Angeles on February 16 at the InterContinental Los Angeles with a one-day event for marketers to understand and engage the massive audience around competitive gaming and eSports. It was announced today.
With millions of eSports enthusiasts around the world, the games industry is again in the limelight attracting brand investments ranging from food and beverage to insurance. On pace to become a $1.1 billion dollar market by 2019, eSports entertains 131 million fans around the world according to Newzoo. In fact, millennials watch more eSports than baseball and ice hockey combined.
But the audience surrounding competitive gaming is even larger than that—there are about 1.8 billion people in the world who play games—against friends, family and strangers each and every day. This presents a massive opportunity for brands to get in front of people by engaging in one of the world’s most popular forms of entertainment.
In 2016 alone, brands like General Mills, Quest Nutrition, Buffalo Wild Wings, Exxon Mobil and many more have started to reach gaming audiences alongside prominent mainstays like Logitech, Red Bull and Coca-Cola. Traditional sports athletes such as Rick Fox and Rodger Saffold—just to name a couple—have also played a pivotal role directing attention toward the world of competitive gaming.
“Since we’ve started reporting on competitive gaming, there’s been a surge in interest in it as non-endemic brands have started to enter the fray. This year has been especially busy on that front,” said Lauren Arevalo-Downes, editorial director of [a]listdaily. “But it’s not like traditional sports—this is a digital-centric audience that is more mercurial in their needs and interests, especially when it comes to how brands engage with them.”
“We felt there was a need to walk marketers through the world of competitive gaming and to help them understand the opportunity. Marketers need to know how to insert brands into this growing and engaging world, who the major players are, how to get started and where things are heading. Brands certainly have the opportunity to quickly create a digital presence with online entertainment,” said Eric Ayzenberg, chief strategist and creative officer of Ayzenberg Group and publisher of [a]listdaily.
With keynotes and speakers set to be announced in the coming weeks, the one-day event will provide marketers with the knowledge and the contacts they need to activate the audience of competitive gaming and eSports.