{"id":4349,"date":"2022-03-21T14:48:42","date_gmt":"2022-03-21T14:48:42","guid":{"rendered":"https:\/\/fundamentally.games\/knowledge-base\/?p=4349"},"modified":"2022-03-22T02:12:58","modified_gmt":"2022-03-22T02:12:58","slug":"article-how-to-use-esports-as-a-marketing-tool-for-your-game","status":"publish","type":"post","link":"https:\/\/fundamentally.games\/knowledge-base\/article-how-to-use-esports-as-a-marketing-tool-for-your-game\/","title":{"rendered":"ARTICLE: How to use esports as a marketing tool for your game"},"content":{"rendered":"

How to use esports as a marketing tool for your game:<\/strong><\/h3>\n

My history with esports has been an absolute rollercoaster of discovery, excitement and joy that all started
\nway back when I stumbled across a TV Channel in the UK showing an MLG Halo tournament. Much to the
\nshock of my incredibly young self at the time this was popular to the point where they had crowds for this
\nstuff! Crazy right? That hobby of mine that only about four or five kids at my primary school were into was
\nbeing shown on TV to an actual audience. The seriousness of this discovery only hit when I went down the
\nYouTube rabbit-hole of the then ridiculously successful Starcraft scene, which led to Quake, to Dota 1, to
\nCounter Strike 1.6. Instead of watching the earliest forms of gameplay walkthroughs, or the popular early form
\nof YouTube memes at the time I was watching reruns of Starcraft, highlights of the latest CS 1.6 matches or
\nanything in-between. It wasn\u2019t until I hit Sixth Form and worked on a Dota 2 League called \u2018Delota\u2019 with my
\nfriends Joe and Jamie that the true extent of what esports means was understood. I was learning about
\nsponsors, how to advertise the league, how to source teams and get them interested. All of this made me
\nthink: \u2018Hey, this is a whole bunch more than just the pros playing their awesome high level of gameplay\u2019 And
\nright I was. If you look at the esports scene now it\u2019s awash with tailored advertisements, huge collaborative
\nmerch lines, musical performances and prize-pools that attract every form of mainstream media.<\/p>\n

What exactly is the point I\u2019m getting at you might ask? Marketing. Plain and simple. Not only is esports a great
\nway to keep your community alive post-launch, it\u2019s also phenomenal at showcasing your title to a wider
\naudience! Who doesn\u2019t love a two-fer? So, with this article of sorts I\u2019m going to somewhat attempt to break
\ndown the ways in which you (As the awesome dev or other games industry type you are) can make the most of
\nthe esports scene for your game. The important thing to remember is that all of this is meant to be scaled to
\nyour own project, your own community, and your own budget. We can\u2019t all be Valve or Riot Games. Another
\nthing this article does is serve as a way for me to get over my crippling sadness after losing many-a match
\nwhen I played on the Dota 2 and Overwatch teams for my university (I\u2019m still getting over our absolute
\nshellacking at the hands of Durham).<\/p>\n

Anyhow before I draw myself into an endless pit of despair at my esports \u2018career\u2019 \u2013 Here goes nothing:<\/p>\n

 <\/p>\n

1- Create Hype!<\/h5>\n

I\u2019m sure we\u2019re all familiar at this point just how far a good bit of hype can go. Hell, we\u2019re now in the age of
\ntrailers for trailers, for trailers. Its madness, but it works. Hype is the number one method to get people
\ntalking, and not just talking in circles that\u2019re already going to get hyped (That\u2019s awesome, but not the key bit
\nhere). The best bit is when they start talking to their friends who might not necessarily be involved in that
\nsphere of interest normally. I know I was a victim of this when I was first initiated into playing Fortnite, I\u2019d
\nalways been a PuBG guy but when one of my friends was like \u2018Hey, want to chill in Discord and watch the
\nFortnite tourney with that huge prize-pool\u2019 I thought why not. Well, here I am now a few years on with solid
\nplaytime every season.<\/p>\n

When it comes to your own project, you need think to yourself just how you want this hype to go down. How
\nearly do you want to start publicising your event? Who do you want to aim it to first? Where are you going to
\ndo it? Some great examples would be in-game ads, maybe a temporary banner showcasing the date, what\u2019s at
\nstake and all that. The number one thing is that you can\u2019t be late with these things. Give people time not only
\nto consider if they want to watch it at all, but also if they want to consider competing! More competitors
\nshould mean more interest, and that means more hype.<\/p>\n

 <\/p>\n

2 \u2013 Be on brand<\/h5>\n

Brand. No, not the game or the League of Legends champion. I mean straight up branding. This bit is
\nparamount to success as there\u2019s nothing a community of dedicated players dislike more than something that\u2019s
\noff-brand. This could be done through badly selected advertisements, the guests you get for your event, or just
\nhow the tone of the whole competition is set. This section isn\u2019t as in-depth as the other points here, but it\u2019s
\none that can link in with all of them. Create hype in a good way? You\u2019re on brand. So on, and so on. I think to
\nthis day a certain league is still recovering from having a specific \u2018DJ-K\u2019 perform at their inaugural season finals,
\nand that is absolutely something we all want to avoid.<\/p>\n

 <\/p>\n

3 \u2013 Highlight your community<\/h5>\n

Your community is key. Sure, you don\u2019t have to kowtow to them if they\u2019re all saying you should nerf something
\nabout a facet of your game you know works just how you want it to, but when it comes to how much your
\ncommunity loves playing your title that\u2019s just a fact that cannot be ignored. No matter the size of your game
\nyou\u2019ll still attract content creators, MVP posters on Discords, and in more specific relation to this article,
\nplayers.<\/p>\n

There\u2019s nothing your community will love more than a feeling that they\u2019re appreciated (Which they are!) What
\n\u2018highlighting\u2019 them means is obviously relative to what your project can allow. Is there a way to feature a
\ncontent creator in some sort of trailer for your event? Can you invite on a guest-commentator? What about
\nencouraging an art-contest? There are so many ways to do this, obviously this can go right back to the previous
\nsection about being on-brand. Highlight creators you\u2019re comfortable with but be careful not to alienate parts
\nof your community that\u2019re important to the hype levels, and thus the relevance of your game. All this lines up
\ninto some excellent free marketing, get those hashtags rolling!<\/p>\n

 <\/p>\n

4 \u2013 Collaborate<\/h5>\n

Collaborating ties in the most to that message of being on brand as well as hype. Whilst this might not apply to
\nall projects out there as it often lends itself to requiring a bit more clout it\u2019s always important to keep it in
\nmind.<\/p>\n

As esports gets more mainstream we\u2019re seeing equally mainstream organisations try and get involved, be that
\nthrough musical artists (I\u2019m still getting over seeing Darude play Sandstorm live at Dreamhack), the companies
\nthat get involved in advertisements for your event, or even through something more unique like a
\nmerchandise line that collaborates with an already established brand. The most famous example of this being
\nRiot\u2019s choice to team up with Louis Vuitton at the absolute high end of the spectrum for collabs. However,
\nthere\u2019s a great alternative to this that focuses on smaller brands with bespoke designs. Do a bit of researching,
\nfind some places doing great T-shirts, hoodies etc. and ask if they want to team up on a limited run to support
\nyour tournament and game, the results might surprise you! The added benefit of collaborations like this is
\nadding a lovely bit of FOMO (Fear of Missing Out) to your event. Again, you can probably get the gist of this
\nnow. Everything interlinks, and all of it comes together in a nice recipe to create a cacophony of awesome
\nmarketing opportunities.<\/p>\n

Limited time and esports linked gameplay events? Twitch drops to get people back to playing? There are so
\nmany ways you can get players to feel that the event can benefit their gaming experience. Some of the best
\nexamples of this would be Valve\u2019s approach to \u2018Compendium\u2019 systems during their International event, or
\nRiot\u2019s weekly activated missions during Worlds. Not only do active players get a reason to engage with the
\nesports event, but you might just get in a bunch of new players looking to snag those rewards that the limited
\nevent is going to provide for them.<\/p>\n

 <\/p>\n

5 \u2013 Bring people to the game<\/h5>\n

This one right here? This is the golden ticket, the heavy hitter, the one we\u2019ve all been waiting for. Because at
\nthe end of the day, what is it we really want from extra marketing? You said it stranger: Players. Chances are
\nwith the spotlight on your esports event there\u2019s going to be gamers out there that\u2019ll think to themselves \u2018Hey,
\nwhy don\u2019t I check that out too, it looks kinda fun\u2019 and that is exactly the goal we want to have! Not only will
\nnew players come to the game because of it but returning ones will re-install, hop-on and remember why they
\nenjoyed playing in the first place. You can always add to a desire for a player to want to check the game out
\nwith some limited time events that\u2019ll give players some rewards for playing during the window of the esports
\nevent at hand such as XP boosts, exclusive cosmetics and so on. If all goes well, a number of these new arrivals
\nor returning gamers will stick around for longer, which in turn helps the health of the game as a whole.
\nAs #Gamedevs we all know that it’s the community that decides if your game has the potential to head
\ntowards producing esports activities through competitive play. However, you know your own game has
\npotential so be sure to plan ahead for any opportunity that arises.<\/p>\n

That being said, hopefully you all get my drift. Marketing is key to the success of your game, and esports is a
\nway to supplement an already existing marketing campaign. It really is that simple! Now, again, this is
\ncompletely relative to the size, scale, and budget available to your game, but the main fundamentals stay the
\nsame. The main thing to remember however if you do come around to planning and hosting your own event is
\nto make sure to keep it enjoyable. Don\u2019t risk making the event seem boring, uninspired, or just a very obvious
\nattempt at getting people to try the game out. If you keep the community and the game at the top of the
\nesports iceberg so to speak it\u2019ll all work out great!<\/p>\n

 <\/p>\n

If you are interested in learning more about this Ben will be doing a free webinar on the topic on March 29th
\nsee https:\/\/esport-gamedev.eventbrite.co.uk for details.<\/p>\n","protected":false},"excerpt":{"rendered":"

How to use esports as a marketing tool for your game: My history with esports has been an absolute rollercoaster of discovery, excitement and joy that all started way back when I stumbled across a […]<\/p>\n","protected":false},"author":1,"featured_media":4350,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_cbd_carousel_blocks":"[]","_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[1],"tags":[109,110,43],"class_list":["post-4349","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","tag-ben","tag-esports","tag-marketing"],"yoast_head":"\nARTICLE: How to use esports as a marketing tool for your game - Fundamentally Games<\/title>\n<meta name=\"description\" content=\"THE LIVEOPS PUBLISHER Bringing Games to Live\" \/>\n<meta name=\"robots\" content=\"index, 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