What is Esports Marketing

Esports Marketing Definition

Esports marketing is the process of promoting and advertising products or services within the esports industry. This includes sponsorships, event activation, influencer marketing, content marketing, and more.


The esports industry has grown significantly in recent years, with the global esports market expected to reach $1.8 billion by 2022. This growth is attracting the attention of brands and marketers looking to tap into the lucrative and highly engaged esports audience.


Esports marketing by sponsorship

One of the key aspects of esports marketing is sponsorships. Brands can sponsor teams, leagues, tournaments, and individual players. This can include traditional sponsorships such as logo placement on jerseys or signage at events, as well as more creative activations such as branded content or experiential activations at events.


Event activation is another important aspect of esports marketing. Brands can activate at esports events in a variety of ways, including sponsoring events, hosting branded booths or activations, or creating immersive experiences for attendees.


Esports marketing in social media

Influencer marketing is also a key part of esports marketing. Esports influencers are typically highly skilled players or personalities within the industry who have a large and engaged following on social media and streaming platforms. Brands can work with influencers to promote their products or services to their followers.


Content marketing is another important aspect of esports marketing. Brands can create sponsored content or partner with esports content creators to create branded content that resonates with the esports audience. This can include sponsored videos, articles, social media posts, and more.


One of the key challenges of esports marketing is reaching the right audience. The esports audience is highly engaged and passionate about the games they love, but it can be difficult for brands to authentically connect with this audience. It’s important for brands to understand the culture and values of the esports community and to approach marketing efforts with a genuine and authentic voice. 


Ever-changing playing field

Another challenge of esports marketing is the constantly evolving nature of the industry. New games and platforms are constantly emerging, and what works in one year may not necessarily work in the next. Brands need to stay up to date with the latest trends and developments in the industry to stay relevant and effective.


Despite these challenges, the potential rewards of esports marketing are significant. The esports audience is highly engaged and passionate, and brands that are able to authentically connect with this audience can build strong and lasting relationships.


Esports marketing is still in its early stages, and there is a lot of room for growth and innovation. As the industry continues to evolve, it will be interesting to see how brands and marketers approach this exciting and rapidly growing market.


Overall, esports marketing is an exciting and dynamic field that is poised for significant growth in the coming years. Brands that are able to effectively reach and engage the esports audience will be well positioned to take advantage of this growth and succeed in this exciting and rapidly evolving industry.


Written by

Maru Hieta

Gamer Marketing Enthusiast

Started gaming by playing Pitfall in 1992 on a CGA monitor of a x286 PC.

Take the next step

Curious about marketing to gamers? Let’s craft your message together to get better results.

Stop waiting. Get in touch today to start!

Send me a message using the form or connect via email or WhatsApp.