If you’re wondering how massive esports has become, just follow the money. The livestreaming platform Twitch paid $90 million for the rights to the Overwatch League. Activision Blizzard, creator of Overwatch, beat its revenue forecast for Q1 2019, in part because of its esports initiatives. If you combine fan spend, media rights, and sponsorships, the esports market is now worth an estimated $922 million . Marketers have noticed the growing audience for esports. Brands such as Coca-Cola , Kit Kat, and Cox Communications have done some sort of an esports sponsorship recently. The value of these deals are not public knowledge, but it’s a good bet that they are hefty. Marketers, rightfully so, want to be part of a growing phenomenon—one that has a captive audience and a passionate fanbase.
But while esports is hot, it’s important for companies to understand the value of these marketing investments. As the esports market matures and airing on major networks such as ABC, NBC, ESPN, and TBS, there will be more opportunities to reach both casual and fanatic viewers. Understanding the impact of these activations now can help you capitalize on the growth of esports. To that end, our team at Reach3 Insights recently conducted a study to understand the impact of sponsorships among esports viewers. We used software from our sister company, Rival Technologies , to send conversational chat surveys to viewers of Overwatch League Season 2. In the end, we received 115 responses from a wide range of demographics and answered a few key questions about esports sponsorships. Do sponsorships increase awareness and lead to action? Our chat surveys, which we sent to viewers the day after Season 2 Stage 1 playoffs ended, explored both the involvement of viewers with the Overwatch League as well as […]
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