Esports: Where Advertisers Can Get an Edge in the Digital Age

Posted by Victor Z Glenn • Oct 6, 2023 10:00:00 AM

The world of sports has expanded dramatically in recent years, with esports emerging as a powerhouse in the realm of competitive entertainment. Esports is deeply embedded in the digital landscape; it thrives on streaming platforms, social media, and online communities. This wide foundation provides advertisers with a wealth of data and analytics to target the right consumers and fine-tune their campaigns, with audience's preferences, behaviors, and engagement levels.

One clear indication of this shift is Mastercard's increasing involvement in Riot Games' esports ecosystem. “Mastercard’s growing involvement in Riot Games’ esports ecosystem is a ringing endorsement of the game developer’s long-term plans for competitive gaming. Riot views esports as the ‘future of sport’ — an entertainment product that will one day be as lucrative and popular as traditional sports such as baseball and basketball — and Mastercard is ready and willing to buy into this vision.”

While some advertisers worried that esports might be experiencing a bubble-burst-like effect, there are several key indications that signal why this may not be true:

1. The esports audience is highly engaged and loyal. Fans follow their favorite teams and players religiously, creating a community that is receptive to brands that align with their interests. This level of engagement is a goldmine for advertisers seeking to foster brand loyalty and establish a lasting connection with consumers.

2. Sports has a global reach that transcends geographical boundaries. Unlike traditional sports that may be confined to specific regions, esports enthusiasts span the globe. This means that advertisers have the chance to connect with a diverse and widespread audience, allowing for a broader and more inclusive marketing approach.

3. Esports, born of the web, also embraces innovation and technology, making it an ideal space for brands looking to showcase their cutting-edge products or services. From virtual reality experiences to augmented reality integrations, the esports arena is constantly evolving, presenting endless possibilities for creative and immersive advertising.

Furthermore, as the digital age continues to reshape the advertising landscape, esports stands out as a dynamic and promising frontier for brands willing to embrace the future of sports entertainment.

To learn more about developments in brand safety as it relates to gaming and live entertainment, visit the BSI blog. To read more on brand suitability, and to hear more from industry professionals, check out all that Brand Safety Institute has to offer. From Brand Safety Officer, Brand Safe Workforce, and Brand Safe Business Partner certifications, to industry events and updated research, BSI has a wealth of knowledge to share. Don’t forget, we’re only a few weeks away from Brand Safety Week and the Brand Safety Summit, founded in partnership by BSI and GARM.

Topics: Brand Safety, Brand Suitability, gaming, digital advertising, esports, mobile gaming, multimedia