Marketing and eSports: how brands are taking advantage of the gaming market

The video game industry is increasingly competitive, as there has been an exponential growth in recent years of people active in online gaming platforms.Esports, as they are known, have had their popularity increased due to events broadcast live and simultaneously to several countries, with thousands of competitors worldwide. 

This audience is known for being tech-savvy ^'A term in English that refers to people who have high knowledge and are skilled in the use of technology and digital devices 'DO, so it is engaged and loyal to your favorite brands of games and teams. The diversity of interests, and international players, makes the eSports audience an attractive and dynamic market. 

According to the Game Brasil Survey (PGB), 81.2% of respondents revealed that they usually play in the eSports universe, and 88.3% of people watch matches and championships of electronic games. The time invested in the activity lasts between 1 and 3 hours for 50.8% of the gamers who responded to the survey. 

With such expressiveness in the market, companies have realized the potential that the industry brings to brands and are beginning to use marketing strategies to increase visibility, engage new audiences and explore new business opportunities. 

Also according to the PGB study, 55.5% of respondents claim to use notebooks and computers to play electronic games. Therefore, the marketing of hardware that improves the performance of games, as well as equipment and technological accessories for PC, tends to have many fans in the gaming market. 

Storage devices and memories for high quality PC, such as internal and external HDDs and SSDs, for example, directly influence the execution of electronic games, bringing more dynamism, speed, data processing and high performance during matches and tournaments. Innovative design cabinets and keyboards can also be attractive to the gaming public, who want more personalized items for the activity. 

We must not forget the importance of having a reliable power supply, such as those of XPG, for example, which guarantee a continuous and optimized energy flow, greater energy savings and the safety of playing for uninterrupted hours, without surprises. 

In addition to hardware sales strategies, advertising campaigns on gaming platforms, influencer content and sponsorships are among the marketing possibilities that companies can invest within this scenario. 

Brands can take advantage of the popularity of eSports by sponsoring events, teams or streamers. Ads on live streams, digital banners and targeted campaigns within games are also effective ways to reach the gaming audience.In addition, influencers have an intimate relationship with their audiences and can promote products and services in an authentic and compelling way. 

An important tip for those who are planning to do marketing actions in this area is to look for organizations, teams or players that are prepared to produce quality content and have professional and satisfactory deliveries to the customer. In this way, it is possible to achieve the return on investment so desired in the world of marketing and establish a lasting and beneficial partnership for both sides. 

Entering the eSports market can be challenging due to the need to understand the culture and dynamics of the community. Companies need to invest time in research and establish authentic connections with the public, whether for PC parts marketing strategies or for brand visibility. 

*Thiago Tieri's he is Marketing Manager of ADATA/XPG in Brazil.