The electronic gaming industry is becoming increasingly competitive, given that there was an exponential growth, in recent years, of active people on online gaming platforms. eSports, how they are known, their popularity increased due to events broadcast live and simultaneously to various countries, with thousands of competitors around the world.
This audience is known for beingtech-savvy – term in English that refers to people who have high knowledge and are skilled in the use of technology and digital devices –, therefore, is engaged and loyal to their favorite game brands and teams. The diversity of interests, and international players, makes the eSports audience an attractive and dynamic market.
According to the Game Brazil Survey (PGB), 81,2% of respondents revealed that they usually play in the eSports universe, and 88,3% of people watch electronic game matches and tournaments. The time invested in the activity lasts between 1 and 3 hours for 50,8% of gamers who responded to the survey.
With such expressiveness in the market, companies have realized the potential that the sector brings to brands and are starting to use marketing strategies to increase visibility, engage new audiences and explore new business opportunities.
According to the PGB study, 55,5% of respondents claim to use laptops and computers to play electronic games. That's why, the commercialization of hardware that improves gaming performance, in addition to technological equipment and accessories for PC, tends to have many followers in the gamer market.
High-quality storage devices and memory for PCs, like internal and external HDs and SSDs, for example, directly influence the execution of electronic games, bringing more dynamism, speed, data processing and high performance during matches and tournaments. Innovatively designed cabinets and keyboards can also be appealing to the gaming audience, that you want more personalized items for the activity.
We cannot forget the importance of having a reliable power source, like those from XPG, for example, that ensure a continuous and optimized energy flow, greater energy efficiency and the safety of playing for hours uninterrupted, 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 in within this scenario.
Brands can take advantage of the popularity of eSports by sponsoring events, teams or streamers. Advertisements in live broadcasts, digital banners and targeted campaigns within games are also effective ways to reach the audience of electronic games. Furthermore, influencers have an intimate relationship with their audiences and can promote products and services in an authentic and convincing way.
An important tip for those planning to carry out marketing actions in this area is to seek out organizations, teams or players who are prepared to produce quality content and have professional and satisfactory deliveries for the client. In this way, it is possible to achieve the desired return on investment in the marketing world and establish a lasting and beneficial partnership for both sides.
Therefore, 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 audience, whether for marketing strategies for PC parts or for brand visibility.
*Thiago Tieri é Gerente de Marketing da ADATA/XPG no Brasil.
