Are gamification and e-sports giving brands access to new audiences?
Are gamification and e-sports giving brands access to new audiences?
Are gamification and e-sports giving brands access to new audiences?
May 26, 2020
Summary
Gaming and e-sports are becoming big business and an increasingly attractive proposition for brands looking to connect with consumers.
Globally, e-sports have been projected to attract revenues of $1.1bn, according to research from Green Man Gaming.
A recent digital Sunday Times Gen Next in partnership with HDI Youth Consultancy event focused on how gamification and e-sports are giving brands access to new youth audiences.
Bongani Chinkanda, CEO of HDI Youth Consultancy, pointed out that even luxury brand Louis Vuitton has dipped its toes into the e-sports industry through a partnership with publisher Riot Games, which saw the French fashion house design clothes for characters in the fantasy video game League of Legends.
Essentially, e-sports is competitive gaming, says professional gamer and e-sports personality Julia Robson.
"It's a virtual sport which relies on competitive players and spectators. Players are considered athletes. In order to succeed they need to be mentally agile."
One of the most influential video games in recent history is Fortnite, which has inspired a cultural phenomenon with more than 250-million players worldwide.
Prior to Fortnite, video games were not as interactive or proactive, says Mukhavhuli, adding that what Fortnite has done particularly successfully is to keep players coming back for me.
The million-dollar question is how do brands get involved? And which kind of brands should get involved in this space?
"While brands can follow a traditional route by including their logos, the real opportunities lie with getting involved with the content and the players."
Reference
Are gamification and e-sports giving brands access to new audiences? (2020, May 26). Retrieved May 27, 2020, from https://www.businesslive.co.za/redzone/news-insights/2020-05-26-are-gamification-and-e-sports-giving-brands-access-to-new-audiences/