Game influencers are the future of e-sports


Publishers are also working hard to recover their investment in e-sports. Chris Greeley, the head of e-sports for Riot Games, told Wired that Riot is “achieving a breakeven” in its e-sports. In the earnings documents disclosed in the trial against Apple last week, Epic Games said In the year that it ran a $30 million cash prize, its opportunity in e-sports was overestimated by $154 million Fort night World Cup.

Greeley said that e-sports is not an extended bubble ready to burst. However, he said: “I think you will see a group of people, like any startup, changing direction, changing direction or changing strategy to keep going.”

E-sports organizations usually associated with competitions are now signing more deals with content creators. (Several top teams declined to comment on this via email.) Apex Legend or Counter-Strike Global Offensive On the roster, these game influencers will be broadcast live on Twitch or YouTube, sometimes just chatting with fans, and sometimes even playing high-level games.As part of them Partnership agreement, The team can help manage the business of these gamers, facilitate sponsorship deals, and even provide salaries.

Sending a YouTube or Twitch celebrity roster can help the team attract more sponsorship deals, which is still an important part of its bottom line. Compared with individual athletes, entire teams or even entire competitions, influential audiences are more engaged and more engaged.A kind call of Duty The league may attract 70,000 players, but popular shows like Timothy’s “TimTheTatMan” Betar are about the same on any given day. For brands that weigh where to invest their money, these metrics can make the choice easy.

“It’s all a return on investment,” said Corsair CEO Andy Paul. “So far, what we have seen in the e-sports field is that there are no clear winners. There are still a lot of losses.” Corsair’s marketing budget has recently increased, and Paul said that his team has been compared to the e-sports team. Give more proportion to influential people. It represents the transformation of Corsair’s sponsorship strategy from e-sports to content creation. Content creators are more attractive and easier to identify. “Once you have established an emotional connection with someone, when they say:’I have been checking this microphone, you will trust them, it sounds really good.'” Corsair keyboard, which is a big deal for the company risks of. Under the information flow, there is an affiliate link. At the same time, in e-sports competitions, it is more challenging for companies like Corsair to measure the number of times the camera taps the sponsor’s headset.

Publisher-The foundation of eSports is Marketing activities-You can also benefit a lot from the industry trends of game celebrities.Both Fort night Publishers Epic Games and Riot and their new shooting games Pay attention to, Adopt a more influential approach for e-sports. Fort nightThe 2020 Creators Cup provides awards for viewers to deepen and watch their chosen Twitch order to Pay attention toThere is no franchise league, Riot Games supports third-party competitions for content creators and e-sports stars. The publisher will also host a viewing party where top live broadcasters such as Taylor “Ninja” Blevins and Michael “Shroud” Grzesik will broadcast live matches on their own live broadcasts and compete with Their fans watch together (sometimes they get more viewers than Riot’s own channel). Riot has repeatedly selected top-level show hosts instead of professional e-sports show hosts.

“In terms of content creators, people are attracting audiences who wouldn’t otherwise watch Pay attention to“, Greeley said.

For e-sports athletes, this transition will bring some risks. Although influential people may help e-sports attract more sponsors and audiences, some teams have abandoned their rosters in favor of popular games, and the number of content creators has increased. Not every professional gamer who wants can switch to streaming like Håkansson did a few years ago. The skills required to succeed on Twitch or YouTube are far less than those of headshot opponents. When there are many other options, you need some kind of charm to keep the audience’s live broadcast. UTA’s Lau said: “Even though they are basically still playing video games, they are like different professions.”


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