TOP 5 MOST PAYED ESPORTS PLAYERS OF 2022
August 11, 2022
Published on 2024-09-15
Esports sponsorship has become a strategic growth tool for brands aiming to reach new generations with quantifiable results. In 2024, esports captivates a global audience of over 532 million viewers, with the market projected to reach $1.62 billion this year. This article explores five tangible benefits of esports sponsorship campaigns, detailing key performance indicators (KPIs) that demonstrate the direct impact of these investments on brand awareness, engagement, and customer acquisition.
1. Enhanced Brand Visibility and Awareness Among a Massive Audience
Esports events offer brands unparalleled visibility, attracting audiences comparable to major traditional sports events. For instance, the 2023 League of Legends World Championship final drew over 5.1 million concurrent viewers, a figure akin to NBA finals viewership. Aligning a brand with an esports competition or team allows capitalizing on this vast audience to strengthen top-of-mind awareness, a central indicator of brand recognition.
Brands gain exposure on streaming platforms like Twitch and YouTube, as well as on social media, thereby increasing reach and impressions. For example, Mastercard's partnership with League of Legends resulted in consistent exposure to millions of fans, bolstering the brand's recognition in the gaming world. In Europe, the team G2 Esports, sponsored by BMW, accumulates tens of millions of views on its videos and events, offering unique reach to its partners.
Measurable KPIs: Impressions, reach, ad exposure rate, increase in brand awareness.
Concrete Example: Red Bull's partnership with the team OG in Dota 2 generated millions of impressions during international competitions, notably through logos displayed on jerseys and digital panels visible to spectators on streaming platforms.
STAKRN Agency assists brands in identifying key events and optimizing their visibility to maximize ROI.
2. Strong Engagement and Direct Interaction with the Target Audience
Esports fosters a higher level of engagement compared to traditional channels due to its interactivity and proximity to spectators. Unlike passive advertisements, esports fans are receptive to brands that support their passion and actively interact through likes, shares, comments, and live reactions. By sponsoring teams and events, brands can generate high levels of interaction, strengthening their affinity with the target audience.
On average, a well-orchestrated esports campaign can achieve an engagement rate of 4.5% on social media, significantly above the standard 1-2% for brands. For instance, Nike's partnership with the League of Legends Pro League in China sparked significant enthusiasm, with thousands of shares and comments on Weibo and Twitter during the announcement and dissemination of exclusive content. Nike capitalized on a storytelling strategy by launching a series of training videos inspired by the League of Legends universe.
Measurable KPIs: Interaction rate, number of shares, number of brand mentions, click-through rate.
Concrete Example: Coca-Cola's partnership with the game Fortnite achieved an engagement rate exceeding 5% on social media, with thousands of shares and user feedback. This strong engagement level demonstrates the effectiveness of esports sponsorship in developing a lasting relationship with the audience.
STAKRN Agency helps brands choose the channels and types of interaction that resonate best with their audience.
3. Acquisition of New Customers and Loyalty Through Shared Values
Esports sponsorship is a powerful method for attracting new customers and retaining those already engaged with the brand. By associating with events or teams that share values close to their identity, brands can establish a strong emotional connection. Consumers view favorably brands that support esports, as they contribute to developing a field they love. Moreover, a Nielsen study shows that 63% of esports fans are more inclined to purchase products from brands that sponsor their favorite teams.
Measurable KPIs: Conversion rate, retention rate, market share, lifetime value (LTV) of new customers.
Concrete Example: BMW's #UnitedInRivalry campaign, in partnership with teams like Fnatic and G2 Esports, created a genuine fan community around the brand. Through entertaining and original content, BMW managed to reach new customers while strengthening the loyalty of its target audience.
STAKRN Agency can assist brands in creating loyalty strategies aligned with esports values, helping to optimize customer acquisition and retention.
4. Creation of Immersive Content and Engaging Storytelling
Esports is fertile ground for immersive storytelling, a powerful tool to capture attention and strengthen the emotional connection with the audience. Immersive content, broadcast in real-time, immerses viewers in the brand’s universe. Furthermore, brands like Mastercard and Mercedes-Benz use storytelling to convey values such as self-improvement and competition by sponsoring prestigious teams or events.
Well-crafted content can generate thousands of views and be widely shared, enhancing brand image over the long term. In 2022, Mastercard's esports content around the League of Legends World Championships garnered over 8 million views and thousands of shares on social media.
Measurable KPIs: Number of views, content shares, engagement sentiment, average watch time.
Concrete Example: Mercedes-Benz collaborated with influencers to create immersive content aligned with its values of performance and excellence. By sponsoring events in the game PUBG Mobile, the brand crafted engaging narratives that were widely shared by fans, reaching an audience far beyond its traditional customer base.
STAKRN Agency supports brands in designing impactful storytelling campaigns that maximize engagement time and strengthen loyalty.
5. Customer Data Collection and Strategic Insights
Esports sponsorship campaigns provide brands with valuable consumer behavior data, offering a significant competitive advantage. Through broadcasting platforms, companies can analyze precise metrics such as click-through rates, viewing time, and purchasing behavior. This data enables a deeper understanding of the target audience's preferences and habits, allowing brands to refine future campaigns based on the collected insights.
Measurable KPIs: Demographic data, click-through rates, geographic distribution, post-interaction conversion rates.
Concrete Example: Intel, a sponsor of numerous esports events, leverages analytical tools to monitor content preferences and spectator purchasing behavior. By utilizing these insights, Intel optimizes its advertising campaigns and tailors its product offerings to better align with user expectations.
STAKRN Agency offers data analysis services and strategic guidance to help brands harness insights and optimize their marketing strategies.
Conclusion
Esports sponsorship has become a critical performance driver for brands looking to connect with a young, digitally engaged audience. With global reach, high engagement, and strong loyalty potential, esports is now an essential strategy for achieving measurable marketing goals. By partnering with STAKRN Agency, brands can maximize their ROI through a tailored approach that includes visibility campaigns, storytelling, data collection, and audience activation.
With the support of STAKRN Agency, France’s leading esports and gaming agency since 2016, you can ensure that every euro invested in esports delivers tangible results, enhancing both your brand image and commercial performance.
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