Beauty brands are entering partnerships with eSports tournaments and events
Trend - Cosmetic and skincare brands are beginning to take advantage of a market they're newer to. As a budding category, many companies have chosen to partner with eSports events for marketing purposes, however, it wasn't until recently that opportunities here were spotted by the beauty industry.
Insight - The eSports industry is experiencing a push toward inclusion as audiences grow and participating gamers become more diverse in representation. This demographic expansion entails more opportunities for different products and services that satisfy consumer interest across a variety of categories. With this growing diversity and the inherently communal elements of the eSports environment, discussions are opening up about individuals' personal experiences, therefore supercharging the message.
Insight - The eSports industry is experiencing a push toward inclusion as audiences grow and participating gamers become more diverse in representation. This demographic expansion entails more opportunities for different products and services that satisfy consumer interest across a variety of categories. With this growing diversity and the inherently communal elements of the eSports environment, discussions are opening up about individuals' personal experiences, therefore supercharging the message.
Workshop Question - In what way could your brand partner with a community-centric event?
Trend Themes
1. Inclusivity in Esports - As the eSports community grows and becomes more diverse, there is a demand for products and services that satisfy consumer interests across a range of categories, offering opportunities for brands to create inclusive campaigns and partnerships.
2. Branded Skins and In-game Promotions - With the increase in popularity of eSports, brands are creating branded skins and other in-game promotions to target gamers, presenting an opportunity for partnerships and collaborations within the gaming and beauty industries.
3. Beauty and Gaming Collaborations - Collaborations between beauty and gaming industries, such as offering in-game skins in exchange for real skincare products, creating in-game product lines, and promoting beauty at gaming conferences, provide opportunities for disruptive innovation in both industries.
Industry Implications
1. Esports - The expanding eSports industry presents opportunities for inclusion, branded promotions, and strategic partnerships with other industries.
2. Beauty - Beauty brands are beginning to take advantage of the gaming market, partnering with eSports events for marketing purposes and creating innovative product lines designed for gamers.
3. Gaming - With the rise of eCommerce, gaming is evolving to accommodate non-binary and female players, creating opportunities for collaborations and partnerships with other industries.
