Esports Sponsorship’s Location Paradox

April 14, 2021

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Categories:Podcast, Marketing, Sponsorship

The latest episode of the eSports iQ podcast series highlights the important role that location plays in sponsorship, and how that affects marketing communications in competitive video games. Topics include: Why location is important to the sponsorship ROI equation How regional interest affects competitive video game fandom How digital marketing techniques are key to brand … Continue reading “Esports Sponsorship’s Location Paradox”

Understanding Esports Regions

March 29, 2021

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Categories:analytics, Insights, Fans, eSports iQ, Brands, Marketing, Sponsorship

“A region is an area of land that has common features. A region can be defined by natural or artificial features.” — National Geographic Encyclopedia   Guild Esports recently signed a two-year sponsorship deal with sandwich franchise Subway. The multi-million-pound partnership covers 55 EMEA (Europe, the Middle East and Africa) markets. It also illustrates how geography factors heavily into esports sponsorship. … Continue reading “Understanding Esports Regions”

The Real ROI of Esports Influencer Marketing

March 10, 2021

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Categories:Podcast, Influencer Marketing, eSports iQ, Marketing, Sponsorship, Streaming

The latest episode of the eSports iQ podcast series explains what Oakley’s sponsorship of Seth “Scump” Abner reveals about the ROI of influencer marketing in esports. Including, how: Influencers and creators give brands a human voice in the world of online gaming Traditional sponsorship within/outside of esports is surprisingly different Brands can connect to audiences … Continue reading “The Real ROI of Esports Influencer Marketing”

The 2021 Guide to Esports Influencer Marketing, part 4

February 8, 2021

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Categories:Influencer Marketing, eSports iQ, Brands, Marketing, Sponsorship

Note: This is the final installment of a four part series. Click here to download the entire report (PDF). Dealing with demographics It is always important to connect with audiences that mirror demographics of your target market. This may seem irrelevant since esports fans are typically described as Millennial and Gen Z males. However, according … Continue reading “The 2021 Guide to Esports Influencer Marketing, part 4”

2020 eSports iQ Rewind

December 22, 2020

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Categories:analytics, Insights, eSports iQ, Advertising, Brands, Marketing, Sponsorship, Streaming

With 2020 ending, here is a look back at all eSports iQ articles published this year. Enjoy!    Latin American Esports Fan Profile A look at competitive video game enthusiasts across Latin America; key insights into audience attitudes, behaviors and lifestyle interests; demonstrates how AI-powered language translation identifies top influencers. [Click here to read] Winning Esports Merchandise The business of esports merchandise continued to evolve in 2020; three data-driven best practices; … Continue reading “2020 eSports iQ Rewind”

Winning Esports Sponsorships with AI

September 9, 2020

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Categories:analytics, eSports iQ, Brands, Marketing, Sponsorship

“Values aren’t buses…They’re not supposed to get you anywhere. They’re supposed to define who you are.”  Jennifer Crusie The world of competitive video games, while no longer a secret, still holds significant opportunity for non-endemic brands and marketers.  However, one of the biggest hurdles is selecting the right entry point to reach digital sport audiences – e.g. partnering with a game publisher, league operator, or team. And rightfully so, as esports is an out-of-market experience for those outside of gaming.  Nonetheless, all compelling sponsorships begin with partners who … Continue reading “Winning Esports Sponsorships with AI”

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