7/26/2019 What Marketers Should Know About eSports

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71%

Mindshare North Americasurveyed 497 eSports fans nationwidethrough The Pool, ages 18 and up.

65%are between the ages of18 - 34.And 62%are men.

58% of fans that are ages 25 orolder live withkids in their

households

43% have anannualhouseholdincome of $75,000 per year or

higher

WHO THEY ARE

EXTREMELY ENGAGEDFANDOM

49% spend most of their free timearound eSportsThat number increases to 56% for those with anHHI of $50,000-99,000

49%

60% are willing to travel to see their favoritegames, tournaments, and players

60%

67%

67% have made newfriends or acquaintancesthrough the games

That increases to 72% withmen specifically

WHAT MARKETERS

SHOULD KNOW

ESPORTS FANS

say that

watchingprofessionals

play makes me abetter player

61%see eSports

playersasmoderateormajorcelebrities

wielding

influence

see eSports

teamsasmoderateor majorcelebrities

wielding

influence

61%

HOW FANS FEEL ABOUT BRANDS57% are willing topay money not to see ads while watching a game

HOW CAN BRANDS IMPROVE ESPORTS?

42% would like brands togive away free stuff

41% would like brands todemo new games & maps

32% would like brands to provideaccess to exclusivetips & tricks fromeSports athletes

30% would like brands to help meet their favorite teams

$

7/26/2019 What Marketers Should Know About eSports

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Mindshare North Americasurveyed 497 eSports fans nationwide

through The Pool, ages 18 and up.

TAKEAWAYS FOR MARKETERS

ESPORT FANS WHAT MARKETERS SHOULD KNOW

FORGET THE STEREOTYPES

Theres a widespread myth that eSports is only popular among teenagers living in their mothers basements or

broke college kids, but the reality is a much more wide-ranging and diverse community. Based on their levels of

engagement, theres tremendous opportunity to reach working professionals with legitimate buying power. Craft

your strategies appropriately to reach the wide range of eSports fans, based on how and where they engage with

the games.

ENHANCE THE GAMING EXPERIENCE

While free stuff is definitely appealing to fans, theres numerous other opportunities for brands to enhance the

eSports experience for gamers. Facilitate opportunities for them to meet and socialize with one another, be it online

or by helping them travel to tournaments. While both genders spend time watching eSports alone, our survey also

showed a higher tendency for female fans to watch streamed games (YouTube, Twitch, video game consoles, etc.)

with family or friends physically in the room versus men, who watch more often in the company of friends online

instead. As eSports make their way into broadcast and cable, we anticipate similar viewing behaviors.

And equally important: give eSports fans new ways to pick up pro-tips from the games. The value exchange here

is key.

BORROWED EQUITY

eSports fans see the players and teams as celebrities. Brands can align themselves with these stars, much as theydo with other influencers online and on television. And they can enhance the gaming experience by giving fans an

opportunity to meet these players or see them live, especially since eSports enthusiasts are willing to travel.

Since a number of fans are willing to pay to avoid ads in eSports, larger-scale sponsorships that provide brands

the ability to integrate within an event also present an opportunity for borrowed equity. It doesnt mean that brands

shouldnt invest in 30-second spots, but rather that it should be part of a larger, organic strategy that feels authentic

to the game. And on top of that, as more mainstream brands embrace eSports, fans would likely be appreciative if

marketers can decrease the stigma surrounding this past-time.

ABOUT MINDSHARE SPOTLIGHTMindshare Spotlight is the dedicated sports and entertainment partnerships unit of Mindshare North America. Their

team of experts evaluate, negotiate, and manage brand programs including sponsorships, celebrity endorsements,

experiential platforms, B2B2C partnerships, cause marketing campaigns, and more for Mindshare clients.

For more information, contact Joshua Spiegelman at Joshua.Spiegelman@Mindshareworld.com.