While brands can use data to inform messaging, leverage modern martech to improve targeting and measure engagement to gauge performance, there is one facet of marketing that modern technology can’t help with: consumer trust.
Esports fans around the world include some of the hardest to reach consumers for brands because of their cord-cutting and ad-blocking tendencies. While esports unites them as a fan base, their digital-first mindset is pervasive in their approach to broader entertainment consumption.
As we analyze key takeaways from Nielsen’s past two years of sponsorship valuation data and research around fan behavior and preferences, it’s evident that esports stakeholders have a lot to look forward to in the coming months.
This study of esports fans in the U.S., U.K., France and Germany provides a deep dive into the esports audience.
What do energy drinks, luxury automobiles and razors have in common? They’re all products prominently featured in esports tournaments, and they’re among the first non-endemic brand categories to get involved in competitive video gaming sponsorship.