The GirlGamer eSports Festival is a Sydney-based experience that seeks to level out the gender gap in the professional gaming community. The event is intended to motivate and empower female players to strive and compete at the highest level possible. The World Finals are scheduled to take place in Dubai.
Many companies have caught wind of the GirlGamer eSports Festival and as the industry has been of immense public focus in the last few years, brands are beginning to build marketing campaigns around the concept. One of these companies is LVMH-owned Benefit Cosmetics who signed a sponsorship deal with GirlGamer eSports Festival earlier in 2019. The partnership will allow Benefit to showcase product demos during the event, creating a more immersive experience for those who attend.
Image Credit: GirlGamer eSports Festival
Why This Trend Is Growing
- Esports Festivals
- As the popularity of eSports continues to grow, more brands are seeing the opportunity to sponsor and market themselves at these events, creating a new realm of experiential marketing.
- Gender Equality in Esports
- As the industry aims to level the playing field and encourage female participation, there is a growing opportunity for brands to show their support for gender equality initiatives and become more socially responsible.
- Brand Sponsorship in Esports
- As more big name brands enter the world of eSports sponsorship, there is a growing opportunity for companies to leverage these partnerships in their marketing efforts and reach a highly engaged and passionate audience.
Industries Being Reshaped
- Cosmetics
- As seen with Benefit Cosmetics sponsorship of the GirlGamer eSports Festival, cosmetics brands can leverage the growing popularity of eSports to showcase their products and create immersive experiences for consumers.
- Gaming
- The eSports industry itself is a booming market with huge growth potential, creating opportunities for companies to enter the market and capitalize on the increasing popularity of professional gaming.
- Marketing
- The emerging trend of brand sponsorship in eSports and the opportunity to create unique experiential marketing campaigns presents new opportunities for marketing and advertising professionals to explore disruptive innovation within the industry.
