Understanding the esports marketing mix

Alex Fletcher

Outlines the channels available for brands looking to reach esports fans.

Electronic sports (esports) offer massive growth potential for brands and marketers across the world. Yet, to realize this lucrative market opportunity, advertising must navigate the nuances of a global audience of hard-to-reach millennial and Generation Z consumers, estimated at 474 million in 2021 by Newzoo.

For starters, esports is a specific subset of online gaming with a focus on the competition between human players. Likewise, the esports audience is drawn from the estimated 2.9 billion people who will spend $175.8bn on video games in 2021, per Newzoo.

Accordingly, all esports fans are gamers but not all...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands