Esports Business : How to Build Your Brand and Audience in 2024

Are you wondering how to start a gaming organization and build your own brand? Fret not, in this blog, we have highlighted eSports marketing and gaming promotion ideas to help you boost your brand and reach the right audience.

Esports is all the rage right now as the gaming industry skyrockets in popularity. Did you know that gaming is considered the second-biggest entertainment industry and surpasses the revenue of the music and movie industries combined? 

In layman’s terms, eSports refers to competitive gaming via the internet and has a huge fanbase among Millenials and GenZ audience. According to a study by Twitch and Nielsen, eSports fans in the United States are extremely loyal, following Esports for at least four years. 

According to Statista, In 2022, the global eSports market was valued at over $1.38 billion. The eSports industry’s global market revenue was projected to grow to $1.87 billion by the year 2025. With statistics like these, esports marketing has become a top priority for non-endemic businesses. 

How to Start a Gaming Organisation as a Start-up Entrepreneur ?

While the gaming industry is extremely profitable, it also harbours cutthroat competition and is hard to penetrate. Here are some esports marketing strategies that will help you climb the ladder and reach the top. 

Define Your Niche

The first step to building your esports brand is to define your niche and identify your target audience. 

• What are your strengths? 
• What is your ultimate goal in Esports?
• What kinds of games, genres, or roles do you specialize in?
• Who are the ideal collaborators, clients, or employers?

These questions will help you streamline your thought process and move forward in the right direction. By identifying your niche, you can focus your efforts in the right place and create unique and unprecedented content that will provide a competitive edge in the market. ‘

Create a Solid Online Presence –

The next step is to create and maintain a solid online presence and showcase your work and achievements. You can use various esports social media websites like Linkedin, YouTube, Twitter, Twitch, or your blog to display your testimonials, portfolio, awards, and gaming content. 

You can also use these social media websites to create groups and communities where you can share your insights, tips, and opinions on various eSports trends, topics, and events. When conducting eSports advertising, make sure to use consistent branding like your name, logo, photo, and bio across all your online platforms.

Interact With the Gaming Community – 

Another important aspect of eSports advertising is to engage with the gaming community and build relationships with your audience, peers, and most importantly influencers. 

One of the best ways to do this is by joining online forums, groups, or message boards related to eSports or gaming in general. You can also participate in debates, discussions, and feedback sessions to understand the nuances of the gaming industry. 

You can also attend offline events like eSports tournaments, conventions, or meetups and connect with other like-minded people and eSports enthusiasts. Remember, gaming conventions and tournaments are a great way to boost your brand as it allows you to network with the big guns of the industry. By engaging with your community, you can demonstrate your expertise, personality, and credibility and create opportunities for brand collaborations or endorsements.

Develop Your Skills and Knowledge –

If you want to build your brand as a start-up entrepreneur or eSports gamer, it is very crucial to constantly work on your skills and increase your knowledge base. You must be updated on the latest developments and innovations in the industry. 

One of the best ways to do this is by enrolling in online courses or workshops related to eSports like eSports marketing or programming. You can also follow industry news, gaming blogs, and more to expand your knowledge and learn from the tips and pieces of advice of professional eSports players. 

For example- if you are trying to make a career as a Valorant player, you must be familiar with the nuances and abilities of each and every Agent in the game. Moreover, it is also important to work on your skills as nobody likes watching sloppy and unmotivated gameplay. 

Leave an Impression – 

The last but not the least step in building your eSports brand is to showcase your skills and personality to attract potential employers or brands. You can use esports social media platforms to display why you are a cut above the rest. You can also create different videos like your journey, struggles, and personal experiences to connect with your audience at a deeper emotional level. By showcasing your skills, you can differentiate yourself from the crowd and attract like-minded people who gel with your brand and content. 

Best Esports Marketing Strategies to Boost Your Brand –

Find the Suitable eSports Audience 

First and foremost, you need to understand the esports community on a deeper level to create a bespoke esports marketing plan to attract your target audience. It is absurd and stupid to assume that all esports fans fall into the same category. For instance- a fan who likes to watch Valorant streams would not engage with DOTA 2 streams as they are different genres. 

Similar to traditional sports, esports is also categorised into different genres and the audience can also be categorised by the games they like, such as

• PvP (Player vs. Player)
• FPS (First-Person Shooter)
• RTS (Real-Time Strategy)
• MOBA (Multiplayer Online Battle Arena)
• MMORPG (Massively Multiplayer Online Role-Playing Games)

As with any other marketing strategy, finding the right eSports audience will allow you to interact and connect with them effectively. You will also be able to reach out to eSports teams that are loved by your target audience. 

Besides that, it is also important to understand the demographic of the audience. While eSports is mainly a male-dominated industry, there are over 20%-30% female fans. Moreover, most of the viewers are from the 18-35 age group, mainly Millenials and GenZs. 

Determine the Right Channels –

Once you identify your target audience, the next step is to determine where they spend most of their time. As there are many eSports social media platforms, it can be hard to find where they are lurking. In this way, if you are planning to put together an eSports team in the future, you can scour for the best of the best in the industry. 

More often than not, your target audience will be found lurking on video streaming platforms. Some of the most popular ones include- 

• Twitch
• Hitbox
• Azubu
• YouTube Gaming
• Bigo Live
• Gosu Gamers

You can shortlist these platforms by analysing the subscription plans and user base of each platform. Target the platforms where your target audience is active and your competitors aren’t.

Collaborate with Esports Influencers –

In eSports marketing and advertising, influencers are sort of like the big guns of the industry as they have millions of followers. Gaming influencers can help you improve the reach and penetration of your eSports content and campaigns. However, it is crucial to partner with influencers that have the same audience as yours and are active on your desired platform. 

You can use influencer marketing tools to narrow down your search and identify the influencers most suitable to you. For instance- Shroud, a former eSports legend and one of the top streamers on Twitch partnered with a clothing brand JINX to promote their winterwear jackets. The jackets were customized with Shroud’s insignia and were promoted on the website and Shroud’s Twitch account as well. 

Some of the most popular eSports influencers are- 

• Ninja (14 million)
• Summit1g (4 million)
• Riot Games (4 million)
• Tsm_myth (5 million)

Start an Esports Team –

If you are wondering “How to make an esports team?” We have got you covered. Not only will it let you control your own team, but it is also one of the most effective eSports advertising techniques. You can find underrated esports teams who are craving sponsorships and will work FOR you, not WITH you. 

This means you will get a sense of control and esports advertising whenever the players engage in streams or engage with the audience. 

If you are looking to start a gaming organization, you can find eSports teams on websites like- 

• Seek Team
• Skillinked
• Team Tavern

In this way, you don’t have to scout new talent, and you can focus your energy on esports marketing strategies. 

Invest in Video Ads –

Video ads are an effective marketing strategy if they’re shown to the right audience at the right time. For example- esports streamers can run pre-roll, mid-roll, or post-roll video advertisements on their streams to catch the watcher’s attention. 

However, Twitch requires streamers to become Twitch partners to do this. Moreover, most esports watchers gauge a Twitch streamer’s credibility through big brand partnerships and collaborations. You can enhance your gaming recognition worldwide when viewers see that big brands are partnering with you. 

Host Small Esports Tournaments

Don’t underestimate the power of local eSports tournaments. These tournaments serve as perfect entry points into bigger esports events. This technique is also ideal for smaller brands to create buzz online and promote their gaming brand. 

You can also partner with local businesses in your area like hotel bars, sports bars, and gaming centres to attract small and local esports teams that can’t afford hefty tournament fees. 

Here are some types of events you can host on Twitch- 

Mini Tournaments: You can split your team and pitch them against each other. Promote the event on esports social media websites and ask your team members to do the same. If you want a substantial viewership, you can also host a giveaway to attract a larger audience. 

Multistreaming Events: Host streams where your streamers collaborate and partner with each other to gain more viewership. 

Podcasts: You can also conduct a weekly podcast with your team members where they share trade secrets and gaming advice with the viewers. Creating videos with different themes like QnAs and Making a tier list will go a long way in attracting new audiences. 

Team Meetings: Your team page must be an active community where you and your team members brainstorm ideas and discuss various topics. Create a discord server to connect with your team. 

Blog Marketing –

According to statistics, the influx of gaming enthusiasts is snowballing. One of the best ways to promote your brand is by content marketing, primarily blog marketing. If done right, you can attract a large number of audience, provided you offer valuable blogs to the right audience. You can even guest post on well-known esports marketing blogs to enhance your reach. 

If your content reaches the right audience, gaming enthusiasts will definitely like, comment, and share your blogs within their community as well, providing extra exposure to your brand. 

Another content marketing strategy is email marketing, This gaming promotion idea offers a plethora of benefits like customisability, upselling, retargeting, and more. 

Wrap Up –

Esports marketing is an efficient technique that has great potential for smaller brands. As more big brands engage in esports advertising, the industry seems to show promising growth in esports. If you are wondering ‘How to start a gaming organisation?” or “How to promote your esports brand?” you need to adopt a strategic approach and follow the steps we have outlined in this blog. Remember, great things start from humble beginnings, so don’t shy away from trying out any technique that you think might be beneficial to your brand. 

Frequently Asked Questions (FAQs)

How do I create an esports brand ?

Building a brand is not an overnight task and requires great consistency and capital. If you are serious about starting a new esports company, you can follow these 7 steps- 

• Choose a Game Category.
• Find a Niche to Launch your Esports Company.
• Build a Sustainable Business Model with Realistic Expectations.
• Register your Business.
• Decide on Branding Strategy.
• Hire Staff.
• Consider how you will Monetize your Business.

How do I grow my esports business ?

Ans. Much like any business, growing and marketing an esports business requires an understanding of the industry and sheer consistency. You won’t find results on day one. You can start by identifying your niche and target audience. After that, you must focus on creating a solid online presence so brands and influencers seek you out for collaborations. Develop your skills and knowledge and find the best partners and collaborators that will help you boost your brand. 

What is the audience of esports ?

The Esports audience is diversified and doesn’t necessarily fall under a single demographic. Most viewers are in the age group of 18-45. Esports fans are more likely to be employed full-time (+30%), to hold a university degree (+15%), and to be higher earners. Almost half (46%) earn above $100,000, compared to 26% of other respondents.

READ MORE :

The Business of Esports : How to Monetize Your Gaming Passion in 2024