Category
Tech
Delegated Interfaces
Trend cluster
Category
Sponsorship
Gaming
Brands find a new consumer demographic in the video game community.
3.1
Trend score
Trend
What is the Sponsorship Gaming trend?
Sponsorship Gaming: Seeking a new audience, brands are sponsoring events and launches within the video game industry. This signifies a rising interest in Gen Z and Millennials as these groups gain an increase in spending power. Coinciding with the surge of public gaming functions, as well as the growth of the gamer community by way of phenomena like Pokemon Go, this shift shows the power in fast adaptability to consumer growth.
Trend themes
Themes within the Sponsorship Gaming trend
Three behaviours holding the trend together01
Brand Sponsorship in eSports
Major brands are starting to sponsor eSports events, tournaments and gamers to reach younger audiences.
02
Interactive Marketing Campaigns with Gaming
Brands like Bud Light are creating interactive marketing campaigns to connect with eSports fans and followers.
03
eSports Brand Partnerships
Companies like Gillette and BMW are partnering with eSports athletes or events to reach Millennial audiences and expand their brand reach.
Industry implications
What the Sponsorship Gaming trend means for industry
Where the trend changes the playbookFor
Consumer Goods
Opportunities for consumer goods companies to expand their reach by partnering with eSports events, gamers and athletes.
For
Gaming
Gaming industry companies can benefit from the growth of eSports by hosting tournaments, partnering with brands and creating interactive experiences.
For
Sports Marketing
Sports marketing companies can find opportunities to work with eSports events, athletes, and gamers to reach a younger audience.
Workshop question
How can your brand adapt to fast-changing consumer habits and preferences?
Trend signals
Trend signals for Sponsorship Gaming
Trend score 3.1 out of 10, from popularity 51%, activity 34%, freshness 8%.
Popularity51%
Activity34%
Freshness8%
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
Asia-Pacific
Evidence
Examples of the Sponsorship Gaming trend
5 featured examples from Aug 8, 2016 to Sep 13, 2017CategoryLifestyle
Pizza Chain Gaming Sponsorships
Pizza Hut is a Large Donor for Many eSports-Related Events
Food and beverage companies can explore sponsorships in the gaming industry to promote their products and engage with potential customers.
CategoryTech
Auto Brand eSports Partnerships
The New League of Legends BMW Partnership Targets Millennials
BMW's partnership with League of Legends presents an opportunity for automotive companies to connect with younger demographics through the rapidly growing eSports market.
CategoryTech
eSports Beer Sponsorships
Bud Light Beer is Sponsoring Gamers Through Its New Interactive Program
The interactive program by Bud Light demonstrates potential for creating innovative sponsorship models within the eSports industry.
CategoryTech
Energy Drink eSports Labs
Red Bull Created a Lab to Help Professionals Improve Their Gaming Skills
Energy drink companies can explore partnerships with eSports organizations to create dedicated labs and products that enhance gamers' performance.
CategoryTech
eSports Grooming Partnerships
Gillette Collaborated with an eSports Ambassador for 'Within Reach'
Beauty companies can enter the eSports industry and target gamers with precision skincare and grooming products.
