Introduction
The relationship between brands and consumers in esports and competitive gaming is intricate and constantly changing.
Brands and Consumers in Esports
Brands have increasingly realized the potential of this industry and have been actively reaching out to consumers through various platforms. For instance, platforms like Twitch and YouTube have become crucial spaces for brands to connect with the gaming community (Rogers, 2019). These platforms host esports events and provide opportunities for brands to advertise, sponsor, and engage with viewers through live chats, polls, and other interactive features.
Additionally, the financial success of esports is not solely reliant on viewership. Brands play a vital role in revenue generation through media rights, merchandise and tickets, online advertising, and brand partnerships (Ahn et al., 2020). As the industry continues to expand, brands are expected to have an even more significant impact on the future of esports.
Moreover, the interaction between brands and consumers is evident in professional gaming. Esports professionals, including players, game developers, and broadcast production teams, are essential participants in the industry. Game developers create the titles that form the foundation of esports communities, while broadcast production teams and on-air talent work to bring esports events to the public.
Esports professionals also interact with brands through sponsorships and partnerships. Players may be sponsored by organizations and engage with brands through social media, further connecting consumers with the products and services offered by these brands (Ge & Humphreys, 2020). Despite challenges in the industry, such as the lack of professional standards and controversies surrounding game studios, the esports industry continues to thrive, with the potential to become a billion-dollar industry by 2021.
Conclusion
In summary, the relationships between companies and players in the competitive gaming and esports industries are complex and dynamic. Consumers and brands will be pivotal in determining the direction of the industry as it grows closer together. The interaction among these stakeholders will propel this industry’s innovation and revenue growth.
References
Ahn, J., Collis, W., & Jenny, S. (2020). The one billion dollar myth: Methods for sizing the massively undervalued esports revenue landscape. International Journal of Esports, 1(1). Web.
Ge, Q., & Humphreys, B. R. (2020). Athlete off-field misconduct, sponsor reputation risk, and stock returns. European Sport Management Quarterly, 21(2), 153–172. Web.
Rogers, R. (2019). Understanding esports: An Introduction to the Global Phenomenon. Rowman & Littlefield.