The esports industry is booming, with global revenues projected to reach $1.8 billion by 2025. If you're in military, communications, or recruitment, esports marketing could be your ticket to engaging new audiences. Let's explore how some brands have successfully tapped into this market, showing why you should consider joining the game with BFBS Creative.
Red Bull has mastered authentic partnerships in esports. They've gone beyond simple sponsorships, focusing on creating value for the community. Their "Player One" tournament series gives amateur players a chance to compete globally, fostering grassroots engagement. The results? Red Bull has become synonymous with esports, with a British esport fan being four times more likely to purchase one of their products compared to an average member of the public, highlighting the success of this marketing strategy. This approach has helped Red Bull capture a significant share of the 18-34 demographic, demonstrating how esports marketing can build brand loyalty among younger audiences.
The U.S. Army's esports strategy shows how organisations can use gaming to reach specific goals beyond brand awareness. They created their own esports team, competing in popular games like Call of Duty and Fortnite. The Army also streams on Twitch, engaging directly with potential recruits in their native environment. Twitch is a leading platform where people live-stream games and other content to a global audience. The video game America's Army significantly boosted the US Army's recruitment efforts. A 2008 MIT study found that 30% of Americans aged 16 to 24 had a more positive view of the Army because of the game, and it was more effective in influencing recruits than all other Army advertising methods combined.
The Army's esports team participates in events nationwide, combining gaming with physical fitness challenges to showcase military life. They've even integrated esports into their broader "Warriors Wanted" recruitment campaign, effectively bridging the gap between virtual and real-world military experiences.
Closer to home, Hashtag United, a non-league football club, created a FIFA esports team to encourage gamers to engage with their small, real-life football club. This low-budget initiative saw remarkable success. Their esports team's matches on YouTube regularly attract over 100,000 views, rivalling the YouTube views of their physical matches. This digital presence has led to real-world growth, with the club attracting over 1,000 in-person fans to their matches on 13 occasion and seeing significant merchandise sales globally, thanks to their online presence. This level of success is unprecedented for a semi-professional team in the 7th tier of English football, especially one that was founded just eight years ago. Hashtag United's success shows that even with limited resources, smart esports engagement can significantly expand your audience and brand reach.
Another British success story is the UK-based organisation Excel Esports. Starting as a small, grassroots operation, Excel has grown into a major player in European esports. They've focused on developing local talent and creating content that resonates with British gaming culture. Despite operating on a fraction of the budget of larger international teams, Excel has secured partnerships with BT and JD Sports. These collaborations have led to innovative campaigns, like BT's "Connect for Better" initiative, which uses gaming to promote digital skills among youth. Excel's growth demonstrates how organisations can leverage esports to create meaningful connections with younger audiences, even without massive budgets.