Understanding Esports Influence

August 12, 2020

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Categories:analytics, eSports iQ, Video

“Influence may be the highest level of human skills.” Author unknown The latest eSports iQ video series (click thumbnail below) explores the dynamics of influence among Fnatic, G2 Esports and Team Liquid fans. Key insights Content creators are esports influencers without playing professionally  Team audiences are fragmented across multiple game titles  Non-endemic partners benefit from understanding the unique nature of esports influence  Esports personalities (casters) have significant influence among team fans  Pro … Continue reading “Understanding Esports Influence”

League of Legends Esports in Europe

July 29, 2020

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Categories:analytics, Insights, Fans, eSports iQ

“We consider ourselves very much in the leather helmet days…People forget that because, in the esports space, nine years is a long time. But we’re still very much in our infancy.”  David Higdon, Global Head of Communications, Esports at Riot Games via The Verge Riot Games recently announced a complete rebrand of its League of Legends esports ecosystem. The new brand is a first step … Continue reading “League of Legends Esports in Europe”

Branding in the Age of Esports

June 10, 2020

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Categories:Insights, Brands, Marketing

“A brand is a living entity, and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.”  Michael Eisner, former Chairman and CEO of the Walt Disney Company  It’s alive All successful brands have distinct personalities. And much like humans, these personalities develop over the course of years. Meaning while brand image can change over time, personality is more consistent.   … Continue reading “Branding in the Age of Esports”

VALORANT’s Esports Potential

May 11, 2020

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Categories:analytics, Insights, eSports iQ

“We’re overwhelmed by the initial interest and excitement in VALORANT. We have massive dreams for what this game can be as an esport, and we’re excited to embark on this long esports journey with our players,”  Whalen Rozelle, Senior Director of Global Esports at Riot Games via InvenGlobal  VALORANT – Riot Game’s new tactical shooter title – is still in closed beta but is already generating buzz. For example, several gaming organizations and professional players are eyeing the competitive scene. … Continue reading “VALORANT’s Esports Potential”

The Esports Attention Economy

April 22, 2020

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Categories:analytics, Insights, eSports iQ

“Before you can have a share of market, you must have a share of mind.”  Linda Wolf, former chairman and CEO of Leo Burnett Worldwide  Amid the COVID-19 global pandemic – gaming video content is having a coming of age moment. See: Twitch topped three billion hours watched over the first quarter of 2020. Likewise, competitive video games are currently the world’s lone sport, which … Continue reading “The Esports Attention Economy”

Image courtesy of ESPN

Winning Esports Merchandise

March 25, 2020

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Categories:analytics, eSports iQ, Brands

“If you create a good product and a unique product, they will buy it. It just has to be something different. It has to be high quality.”   Rocky Savio, chief merchandising officer for the Atlanta FaZe via ESPN The convergence of fashion and esports is gaining steam. With non-endemic brand partnerships, ranging from high fashion (Louis Vuitton) to athletic wear (Champion), serving notice that the momentum is real.   As a result, the business of esports merchandise is positioned to … Continue reading “Winning Esports Merchandise”

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