Esports’ Popularity Is Growing, But Attracting Potential Sponsors Remains A Challenge
CEO of FanAI presented at SBJ Sports Marketing Symposium in New York
Sports teams are competing for attention, and revenue, in a very crowded entertainment space. And building, and maintaining, relationships with increasingly distracted sports fans is a real challenge. The Holy Grail of the fan experience may be found in fan insights. By analyzing everything from rights holder information payment data (ticket, concession, and merchandise); to social, and digital stats, marketers have the ability to better understand each fan on a truly individual level. Panelists will discuss how, with actionable insights, marketers can deliver the right piece of content, or the right type of experience when that moment for engagement emerges, and create that competitive advantage for themselves.
During a panel session on Day 1 of the ’17 Stadium Sports Marketing Symposium, FanAI Founder & CEO Johannes Waldstein said he believes esports is rising because it is approachable. Waldstein: “Esports is one of the few sports that you can watch the best person in the world playing it and then go and do exactly the same thing yourself.” He added, “Engagement is incredibly high, with Twitch being the major channel where that’s being streamed. There are people that are sending hundreds of messages that go out to the players and that go out to the stream. Then you have the coaches and you have staff that are answering those questions in real time so it’s really interactive.” From a marketing perspective, esports has a major advantage from the fact that it is frequently broadcast on a digital platform. Waldstein said, “You have almost all of your audience all digital, which means the very platform knows exactly what they’re doing. You start out knowing something about everybody, which gives you a huge advantage to what you have in a traditional ball-and-stick sport. Couple that with a lot of these people that have their data open. They have a LinkedIn profile, they have authenticated with Facebook Connect, and they let you know what their interests are and who their followers are. You’re able to know more about them than in other sports.”
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