Since being launched in 2009, League of Legends has evolved in a way that other games have not, becoming a “full sports vertical” that supports professional leagues and attracts brands in much the same way that regular sports do.
There are many similarities with traditional sports when it comes to sponsoring e-sports but marketers also need to understand the significant differences in this fast-growing market, an industry figure advises.
With over 200 million registered players, celebrity and sports aficionados, Epic Games’ Fortnite and mass participation video games that function across platforms are gaining traction among Generation Z in particular.
SINGAPORE: Singtel, the Singapore telco, and Razer, the gaming hardware firm, are joining forces to create one of the largest e-payments network in Southeast Asia and one that will have a particular focus on gamers.
The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.
The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
Mattel, a toy manufacturer, changed the perception of Barbie among millennial mothers to something their children could be inspired by with its Imagine the Possibilities film and introduction of Tall, Curvy and Petite Barbies in the US.