eSports fandom sparks a rise in branded collaborations and partnerships
Trend - 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 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.
Insight - 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.
Workshop Question - What unlikely partnership or collaboration could your brand participate in to better support consumers with niche, granular interests?
Trend Themes
1. 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.
2. 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.
3. 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
1. 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.
2. 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.
3. 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.
5 Featured, 28 Examples:
51,629 Total Clicks
Date Range:
May 19 — Mar 20
Trending:
Warm
Consumer Insight Topics:
