# Sponsorship Gaming Brands find a new consumer demographic in the video game community. By [Ady Floyd](https://www.trendhunter.com/AdyFloyd), Futurist, VP Innovation Strategy | Published Aug 23, 2016 | Category: [Tech](https://www.trendhunter.com/pro/category/technology-trends-and-gadgets) Source: Trend Hunter, https://www.trendhunter.com/protrends/sponsorship-gaming ## Key Figures - Trend score: 3.1/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Aug 8, 2016 to Sep 13, 2017 - Published: Aug 23, 2016 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Themes within the Sponsorship Gaming trend ### Brand Sponsorship in eSports Major brands are starting to sponsor eSports events, tournaments and gamers to reach younger audiences. ### Interactive Marketing Campaigns with Gaming Brands like Bud Light are creating interactive marketing campaigns to connect with eSports fans and followers. ### eSports Brand Partnerships Companies like Gillette and BMW are partnering with eSports athletes or events to reach Millennial audiences and expand their brand reach. ## What the Sponsorship Gaming trend means for industry ### For 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 for Sponsorship Gaming Trend score 3.1 out of 10, from popularity 51%, activity 34%, freshness 8%. - Popularity: 51% - Activity: 34% - Freshness: 8% ## Examples of the Sponsorship Gaming trend 5 featured examples from Aug 8, 2016 to Sep 13, 2017. - [Pizza Chain Gaming Sponsorships](https://www.trendhunter.com/trends/gaming-sponsorship): Pizza Hut is a Large Donor for Many eSports-Related Events (Category: Lifestyle) Implication: Food and beverage companies can explore sponsorships in the gaming industry to promote their products and engage with potential customers. - [Auto Brand eSports Partnerships](https://www.trendhunter.com/trends/league-of-legends-bmw): The New League of Legends BMW Partnership Targets Millennials (Category: Tech) Implication: BMW's partnership with League of Legends presents an opportunity for automotive companies to connect with younger demographics through the rapidly growing eSports market. - [eSports Beer Sponsorships](https://www.trendhunter.com/trends/bud-light-beer): Bud Light Beer is Sponsoring Gamers Through Its New Interactive Program (Category: Tech) Implication: The interactive program by Bud Light demonstrates potential for creating innovative sponsorship models within the eSports industry. - [Energy Drink eSports Labs](https://www.trendhunter.com/trends/gaming-skills): Red Bull Created a Lab to Help Professionals Improve Their Gaming Skills (Category: Tech) Implication: Energy drink companies can explore partnerships with eSports organizations to create dedicated labs and products that enhance gamers' performance. - [eSports Grooming Partnerships](https://www.trendhunter.com/trends/esports-ambassador): Gillette Collaborated with an eSports Ambassador for 'Within Reach' (Category: Tech) Implication: Beauty companies can enter the eSports industry and target gamers with precision skincare and grooming products. ## Recent trend clusters - [Delegated Interfaces](https://www.trendhunter.com/protrends/delegated-interfaces) (Tech) - [Adaptive Controls](https://www.trendhunter.com/protrends/adaptive-controls) (Tech) - [Desk Systems](https://www.trendhunter.com/protrends/desk-systems) (Tech) - [Spatial Refinement](https://www.trendhunter.com/protrends/spatial-refinement) (Tech) ## Trending in Tech - [Decor-Led Home Projectors](https://www.trendhunter.com/trends/decor-led-home-projectors) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) - [Dual-Wavelength Recovery Wearables](https://www.trendhunter.com/trends/joint-therapy) - [Pop-Culture WiFi Routers](https://www.trendhunter.com/trends/pop-culture-wifi-routers) All articles: [Tech](https://www.trendhunter.com/tech)