The Evolution of Esports and Gaming | Marketing for the Now Episode #11

Sep 3, 2020

Guest

Maha Abu-Elanain

This discussion features Maha Abu-Elanain, Chief Value Officer at Vaynerchuk, and Pete Blastelica, CEO of Activision Blizzard esports leagues, alongside leaders from Bud Light, Twitch, Chipotle, and St. Jude's. They explore the evolution of esports, focusing on inclusivity, innovative marketing strategies, and the interplay between gaming and civic engagement. Insights on personal branding in gaming and successful partnerships highlight opportunities brands have to authentically connect with the community. The conversation also touches on how esports culture is shaping social responsibility.

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ADVICE

Planning for Contingencies and Demonstrating Value

Plan for contingencies, especially in live events impacted by unforeseen circumstances like COVID-19.
Demonstrate value to media partners and sponsors similar to traditional sports, not just as game marketing.

INSIGHT

Esports Demographics vs Traditional Sports

Esports audiences are younger and more globally diverse than traditional sports fans, with a surprising number of female fans in games like Overwatch.
The average age of traditional sports fans is increasing, while esports maintains a young audience.

ANECDOTE

Bud Light's Super Bowl of Gaming

Bud Light created the "Super Bowl of gaming," featuring top streamers competing across various games.
To generate buzz, they used cryptic social media posts, sparking speculation and earning millions of impressions.

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