Category
Tech
Delegated Interfaces
Trend cluster
Category
eSports
Collaboration
eSports fandom sparks a rise in branded collaborations and partnerships.
4.1
Trend score
Trend
What is the eSports Collaboration trend?
eSports Collaboration: As eSports continues to evolve into mainstream entertainment categories, gamers and leagues are being increasingly celebritized and sought after, resulting in a variety of branded partnerships and collaboration opportunities. From eSport players creating their own fashion lines to partnerships between leagues and sneaker brands, these collaborations not only speak to the evolution of gaming in pop culture, but a shift in status symbols toward nuanced and alternative personas.
Insight
The consumer insight behind the eSports Collaboration trend
The world has entered the era of social media celebrities, where famous people no longer need to rely on other people or organizations for promotion. Fans, especially Millennials and Gen Z, are often more interested in social media celebrities, as there is a direct avenue for stars to interact with their fan base. Direct interaction creates more accessible and authentic communication between celebrities and fans.
Trend themes
Themes within the eSports Collaboration trend
Three behaviours holding the trend together01
Celebrification of eSports Players and Leagues
As eSports continues to grow in popularity, gamers and leagues are increasingly seen as celebrities and are sought after for branded partnerships and collaborations.
02
Gaming-Inspired Fashion
The rise of eSports has led to collaborations between gaming organizations and fashion labels, resulting in the creation of gaming-inspired apparel and footwear collections.
03
Gamers as Social Media Celebrities
Fans are more interested in social media celebrities, such as eSports players, as it provides a direct avenue for stars to interact with their fan base and create more accessible and authentic communication.
Industry implications
What the eSports Collaboration trend means for industry
Where the trend changes the playbookFor
Fashion Industry
The fashion industry can tap into the growing popularity of eSports by creating gaming-inspired apparel and footwear collections through collaborations with gaming organizations.
For
Social Media Industry
The rise of social media celebrities, including eSports players, presents an opportunity for the social media industry to create innovative and interactive platforms for fans to engage with their favorite celebrities.
For
Entertainment Industry
The celebrification of eSports players and leagues presents an opportunity for the entertainment industry to create new content, such as reality shows or documentaries, centered around the world of gaming and the lives of gaming celebrities.
Workshop question
What unlikely partnership or collaboration could your brand participate in to better support consumers with niche, granular interests?
Trend signals
Trend signals for eSports Collaboration
Trend score 4.1 out of 10, from popularity 53%, activity 60%, freshness 9%.
Popularity53%
Activity60%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the eSports Collaboration trend
5 featured examples from May 1 to Jun 4, 2019CategoryFashion
Collaborative eSports Jerseys
Foot Locker, Champion and Five eSports Teams Launched a Collection
Sports retailers like Foot Locker can tap into the growing market of eSports merchandise and capitalize on the popularity of gaming.
CategoryFashion
eSports Footwear Collaborations
The ULT x DC Shoes Collaboration Boasts Comfortable Gamer Styles
Companies working to integrate everyday wear with gaming culture can gain loyal customers who view their clothing as an extension of their interests.
CategoryPop Culture
Gamer-Inspired Underwear Designs
Tyler 'Ninja' Blevins Enters a Partnership with PSD Underwear
Disruptive innovation opportunity: Fashion brands can explore collaborations with gaming influencers to create unique and trendy products that resonate with the gaming community.
CategoryTech
Online Game-Inspired Fashion
FaZe Clan & Neff Work on a Collaborative Fortnite Apparel Collection
The Fortnite apparel collection and similar collaborations create opportunities for retailers to capitalize on the growing demand for esports-inspired fashion among consumers.
CategoryTech
Anime-Informed eSports Collaborations
SNIPES and mousesports' Apparel Boasts Hip Hop Inspiration
The collaboration between SNIPES and mousesports highlights the opportunity for sneaker and streetwear brands to tap into the eSports market and appeal to gaming enthusiasts with…
