How to integrate a brand into the eSports segment

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Mastercard
This year, Mastercard extended their contract with Riot Games and will continue to sponsor the LoL World Championship, Mid-Season Invitational, and All-Star Events. They will also launch the Mastercard Gamer Academy in 2024, which will fund new talent to compete in major esports events.



"The Messenger"
The retailer created the Game Changer sub-brand. The company has been involved in gaming as a separate direction for almost three years and has occupied its own niche in eSports. Under the Game Changer brand, the company sells gaming gadgets, peripherals, software, and subscriptions to gaming services. The retailer also launched a portal of the same name, which hosts eSports tournaments. It actively cooperates with streamers, promotes gaming projects, and implements joint projects with developers.



Okko
The service saw the potential of the eSports netherlands whatsapp phone number market and entered it first in its segment. It broadcasts Counter-Strike 2 and Dota 2 competitions from the Electronic Sports League (ESL). The service offered the tools that streams lacked: professional commentary, video navigation. Viewers can start watching from any place or go to a specific fight. Okko also offered highlights and analytics.

Russian IT companies have not been able to ignore eSports either. Yandex and VK are integrating into it through tournaments and individual projects. Two years ago, VK launched VK Play, a platform that combined gaming, streaming, and eSports. Russian banks are also in the “game”: Sber, Alfa-Bank, and T-Bank promote their services at tournaments and sponsor special projects.



There are several ways to enter the eSports market. The main thing here is to start from consumer insight in order to communicate with the eSports audience in the same language. For the most native integration, you can use characters, style, attributes of the discipline.



Sponsorship
This method is integration into eSports events. Even a simple placement of the festival partner's logo is already a long-term contact of the audience with the brand, the duration of which can reach several hours. But the sponsor can also organize its own zones, including co-branded ones, competition mechanics, prize draws. In this case, the involvement will be higher, and the popularization of the brand will go faster. To become a sponsor, you need to contact the organizers of the event and clarify the terms of cooperation with them or offer your ideas.