Defeat Team Spirit in Dota 2. How to advertise business in eSports?

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During the global pandemic, esports began to gain momentum. In 2020, its audience grew by 28%, now it is 15.4 million people from 13 years old (as reported by Nielsen Sports).

So, the grand final of The International 2021 on DOTA 2 was watched by more than 2.7 million spectators (the team from Russia won). And 2021 World Championship for League of Legends 1.3 million (and this is all online, not counting offline).

The numbers are impressive, aren't they? In this case, why not use esports as a business promotion channel, because your services or products may be of interest to the target audience. Okay, how do you do that? How to go to a new site? To understand that business is suitable for advertising in this direction? Details further.

    In our country there is an official esports organization Nemiga Gaming and the Cybersport.by esports Federation. Of course, the teams are difficult to compare with leaders – esportsmen from China, Korea, the United States, Sweden and Russia. The fact is that there are also Belarusian teams, and they participate in different DOTA, CS:GO tournaments, etc.

Portrait of the audience: who in e-sports, gender, age

At the ESforce Morning Show, a shopify website design  Nielsen Sports study on Russia was presented at the ESforce Morning Show in 2020. The data said that more among fans of esports men (64%), but there are also women (36%), and over time they become more. At the end of 2020, fans of the direction became more, this was influenced by the pandemic: people began to look for hobbies and began to play.

As for age, the youngest is 13 years old, and the oldest - from 35 to 40. More than a third of the entire audience (35%) is between 18 and 24.

Each of them adequately refers to advertising (again according to Nielsen), and it does not matter whether they watch the broadcast of the tournament on the official website or follow a cool streamer on another resource.
Cybersport and online business advertising. What to do?

The first thing you need to do is to find out if your business is suitable for advertising in this direction. Pay attention to the age category of your CA and compare it with the esports. The basis is young people, so you need to focus on it.



Recently, advertising demand for the FMCG segment has increased, that is, the advertising demand for the FMCG segment. goods of everyday demand, which are inexpensive and available to almost everyone. One such example is the Snickers bar: when streamers on Twitch began to make mistakes in the game, immediately ate a bar that returned them to the combat mood. Tagline is “You’re not you when you’re hungry!” It fits well here.

In the event that CA coincides, services or products in your business can “go” in eSports, then it’s time to try it!

    Share the advertising platform

Online it is:

    social networks, for example, Instagram or TikTok;
    blogs on YouTube;
    sites;
    Online streaming of streamers.

Each of them implies different CA and, accordingly, advertising format.