Brands must consider esports for advertising to reach audiences amid the pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 06, 2020, 11:49 AM UTC

The esports sector could be a potential “new home” for ad spend.

This article notes that with sporting events around the globe suspended, sports-oriented brands are looking towards esports as a potential new area for advertising. Brands that used to advertise in live sports are evaluating whether esports can help them reach a hard-to-reach audience.

Jasper Mah, the director of esports for Asia Pacific at Sportfive says that a lot of brands wish to reach consumers inside esports. However, Mah adds that, “There will not be an immediate transition from showing a logo on the football field to showing it during an esports match”.

Lawrence Chan, of MyRepublic Singapore, says, brands must understand it’s about the communication and engagement. The author contends brands looking at esports for advertising must upgrade their sales and marketing models and focus on engagement.

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