Making Your eSports Partnership Work Harder for you with Nuanced Data
One of the most important parts of managing a brand is to identify opportunities that will allow you to engage with fans of eSports by leveraging the correct touchpoints. eSports has seen immense growth over the last ten years and this means that each audience in a particular region will differ from the next and this applies to the following of a particular game within each region, as it can differ from one region to the next.
The main challenge for many brands is that they need to access eSports in a manner that’s both responsible and meaningful. This proceeds to lead to questions such as ‘who are the fans that you’re trying to reach and how big is the fanbase?’, ‘what other part of the world will this game attract a mass following and how much do those consumers matter to your business?’. ‘How does the eSports ecosystem engage with your audience and can they maximize your reach?’, ‘When there’s no match day, how do you reach them?’.
Any brand that overlooks or underestimates the importance of these questions is doomed to fail and even though there’s no concrete data to answer these questions, they still need to try and address them.
In Which Regions are eSports Events the Most Popular?
Knowing the global stats based on eSports property isn’t enough and this information is imperative when it comes to global sponsors making an informed decision when it comes to having the brand at a local level. The best way to think about this is to think about where some eSports are the most popular. Then think about how popular they are within particular regions. You’ll quickly realize that not all regions accept the same eSport the same way.
This is why it’s important to treat each region differently from the next, as League of Legends might be the most popular eSport in China; however, the Polish market might not feel the same way about it.
Who is the Brand Reaching?
A brand needs to know who it’s reaching and we’ve already established that each brand will be received differently in each region. This is the ability to build market comparisons that are easy to analyze is a helpful tool and it will highlight the differences between each region especially when it comes to Global Fan Profiles.
Communicating with the Target Audience Outside a Match Day
It’s a simple process of identifying which social media platforms are used within a particular region and what is likely to reach the audience of said region. For example, you won’t be trying to reach PUBG Mobile fans in India via Twitter, as their primary social media platforms are Facebook, Instagram, and Telegram.
Does Data Matter?
Yes, the data that’s collected will make a huge difference when it comes to communicating with the target audience and figuring out how to build a successful eSports brand in a particular region.