Why have Aussie Marketers Been So Slow To Get Into Esports?

Why have Aussie Marketers Been So Slow To Get Into Esports?
SHARE
THIS



In this guest post, Scott Wenkart (pictured below), MD at gaming media specialist Showdown asks what esports can do to better appeal to Aussie marketers…

Some 20,000 fans packed the Staples centre in LA last October across four weeks for the showpiece climax of the season. 43m more watched on from their homes with US$2.68m eventually going to the victors. Yes, that was SK Telecom T1. 

AAEAAQAAAAAAAAzXAAAAJDk3YTk2YWU5LTYzNjUtNDBkNi1hNzhhLTRmMjgzMjk1NGExMA

And this year the League of Legends finals promise to be even bigger. 

So with such impressive global numbers, why have marketers been a little slow to invest and help grow esports in Australia?

Three reasons in my mind, the lack of historical case studies, misconceptions about the audience and a risk averse nature. 

Lessons in history

Last week Ministry of Sports Marketing held its annual get together. There was a panel on esports which was educational for an audience which I imagine is still new to the sport. 

Admittedly esports leagues are still experimenting when it comes to how brands can get involved – and adapting some elements of traditional sport. 

I think that sometimes the lack of a clear and well trodden path to success is a barrier for us. There are great opportunities and examples of brand involvement over the last 6 months locally. For example, one of our local leagues Throwdown, has received support from St George for its regional Rocket League championship.

Many esports leagues are quite small in size compared with our US counterparts. While leagues like Throwdown have achieved close to 500,000 views across its last season, the aim for all is to scale from grassroots up. 

This feels like the tipping point. However we need to demonstrate results as every other media owner does – and the digital nature of how viewers consume our product does help. It means we can accurately measure reach and engagement levels. Which is where we have an advantage over traditional sports, but we are still looking for others elements which we can adapt.

Which is why it was great to hear from the UFC’s Rene Valencia, who spoke about the passion its fanbase had for the sport and how that helped to grow the professional game from its early 2000’s incarnation to the property which sold for $4bn last year. 

An esports fan is a sports fan 

There are comparisons with esports for me. Our community is enthusiastic and highly engaged. However the perception I think is that the audience is just lazy teenagers. Let’s dispel that myth as esports fans are 2.7x as likely to purchase sporting tickets online than the average Aussie. So just as keen to visit the SCG as watch League of Legends on Twitch on their preferred device.  

For those unaware, Twitch hosts 90% of the online esports content and leagues. Purchased by Amazon about two years ago, we have 1.3m logginging on monthly here in Australia. And it’s worth nothing that brand videos play in the platform whether a user has downloaded adblocking software or not. And mainly not teenagers either with 41 per cent between 25-39 and roughly equal parts 18-24 and 40+ at 27 per cent and 28 per cent respectively.

Look deeper at Neilsen research and you’ll find engagement most entertainment sectors would love – Twitch users spend on average 106 minutes a day watching esports and video gaming content, which puts the consumption per week at double that of YouTube users and just behind Netflix. 

Our community is usually tech savvy and typically harder to reach as many don’t consume media through traditional channels. Some 63 per cent of those on Twitch are heavy internet users, spending more than 20 hours per week online. They are receptive though to those seeking to add value – so marketers, together with media consultants, need to adopt a tailored approach based on your objectives and what you have to offer.

Time builds trust

According to Spencer Stuart, the average tenure for CMOs is now down to just 42 months. So it’s understandable that those in the highest roles, are seeking to demonstrate they’re dependable C-suite execs during their time for employers. And esports is still experimental – it’s one of things I enjoy about it. The opportunities are there though for those looking to tap into the 120m who watch Twitch every month and represent those harder to reach ‘cord cutters’. 

I’ve heard Eric Schmidt speak about ‘growing the pond’ when referring to new areas of business Google moves into – broaden the overall market and even if your slice is smaller, it doesn’t matter as the pie is bigger. And that’s what those of us in esports and gaming in general need to do. New shows like ScreenPlay on Seven help us reach a new and more mainstream audience. And perhaps mirroring formats of rights management and celebration of talent, just as the UFC did, will get us to an even bigger and brighter future. Esports is growing but locally the investment of brands needs to match up so both marketers and the gaming community can reap the benefit.

Please login with linkedin to comment

Latest News

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]

Domo Introduces New Data Security Software Solution
  • Marketing
  • Technology

Domo Introduces New Data Security Software Solution

Domo has announced it has introduced new cloud security technology for its Bring Your Own Key (BYOK) software, which includes unique capabilities like rolling generation of data encryption keys and a built-in kill switch. Domo BYOK is the first BYOK enterprise software solution for cloud analytics and business intelligence, and builds on the company’s existing security, compliance and […]

Shopper Media Group Grows Sydney & Melbourne Sales Teams
  • Advertising
  • Marketing
  • Media

Shopper Media Group Grows Sydney & Melbourne Sales Teams

Shopper Media Group (SMG) has continued to grow its Sydney and Melbourne sales teams to keep up with the demand for Smartlite Panels for shopping centres. Ashley Munro joins SMG as group sales manager for Sydney, having previously worked in a similar role at NOVA Entertainment. Laura Mason has been appointed as SMG’s business manager […]

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
  • Advertising
  • Media

Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI). SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per […]