The electronic gaming industry is becoming increasingly competitive, as there has been an exponential growth in recent years of active users on online gaming platforms. eSports, as they are known, have increased in popularity due to live broadcasts simultaneously transmitted to various countries, with thousands of competitors worldwide.
This audience is known for beingtech-savvy- English term that refers to people who possess high knowledge and are skilled in the use of technology and digital devices – therefore, they are engaged and loyal to their favorite gaming brands and teams. The diversity of interests and international players makes the eSports audience an attractive and dynamic market.
According to the Game Brasil Research (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 spent on the activity ranges from 1 to 3 hours for 50.8% of the gamers who responded to the survey.
With such expressiveness in the market, companies have recognized the potential that the sector brings to brands and are beginning to use marketing strategies to increase visibility, engage new audiences, and explore new business opportunities.
According to the PGB study, 55.5% of respondents say they use notebooks and computers to play electronic games. Therefore, the commercialization of hardware that improves game performance, as well as technological equipment and accessories for PCs, tends to have many enthusiasts in the gaming market.
High-quality storage devices and memories for PCs, such as internal and external HDDs and SSDs, directly influence the performance of electronic games, providing more dynamism, speed, data processing, and high performance during matches and tournaments. Innovative design cases and keyboards can also be appealing to the gaming audience, who desire more personalized items for the activity.
We cannot forget the importance of having a reliable power supply, such as those from XPG, for example, which ensure a continuous and optimized power flow, greater energy savings, and the security of gaming for hours uninterrupted, without surprises.
In addition to hardware sales strategies, advertising campaigns on gaming platforms, influencer content, and sponsorships are among the marketing options that companies can invest in within this scenario.
Brands can leverage the popularity of eSports by sponsoring events, teams, or streamers. Live stream ads, digital banners, and targeted campaigns within games are also effective ways to reach the electronic gaming audience. Furthermore, influencers have an intimate relationship with their audiences and can promote products and services in an authentic and convincing manner.
An important tip for those planning to do marketing actions in this area is to seek out organizations, teams, or players who are prepared to produce quality content and deliver professional and satisfying results for the client. In this way, it is possible to achieve the much-desired return on investment in the marketing world and establish a lasting and mutually beneficial partnership.
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 PC parts marketing strategies or brand visibility.
*Thiago Tieriis Marketing Manager at ADATA/XPG in Brazil.
