Esport As A Hot Opportunity Also For 'Sweet' Brands? – A Short Guide!

Author:Mr Moritz Mehner
Profession:SKW Schwarz

The medial excitement surrounding electronic sports, the competition between human players in computer games, has not only been continuing for some time now, but is also steadily taking off for its next flight to new heights. The economic indicators are at times climbing so rapidly that even the last esports sceptics are slowly thinking about whether this topic is really just a temporary hype or whether esports is a permanent factor and a new value chain.

The worldwide growth rate of the esports since 2015 is around 36%1 per year. Global sales increased from 308 million euros in 2015 to the forecast of 1.4 billion euros for 2020. Already 32%2 of Germans have watched an esports match - compared to only 12%3 in 2015. By 2022, the number of people who occasionally follow an Esport match is expected to rise to 347 million4. In 2018, Esports tournaments collected approximately 50 million euros in entry fees and payed out 140 million euros in prize money to the athletes.5

While the sceptics are still in doubt6, the first snack-manufacturers are already establishing themselves as international pioneers in the field of esports.

High attractiveness of the Esport sector also for snackmanufacturers

The industry is particularly attractive for snack-manufacturer as viewers and players of the esports alike are a young and dynamic target group that has become difficult to reach via classic media and advertising. Especially, the main advertising medium television hardly reaches this target group nowadays.

Esportlers are (still) predominantly male, between 18 and 34 years old, well-educated and have above-average technical affinity. The electronic competitions are still mostly consumed via different streaming offers on the Internet. Accordingly, Amazon had already bought the streaming top dog in 2014 for approx. 1 billion US dollars and has continuously expanded it since then. The German TV station SPORT1 launched the first German 24-hour sports channel, eSPORT1, at the beginning of this year in order to reach the esports target group by offering appropriate content.

However, the commercial significance of "physical" events is simultaneously growing rapidly. The biggest titles - League of Legends and Overwatch - are now organized in large franchise systems and in some cases require the participating teams to have a home stadium. The major tournaments for the title Counter-Strike: Global Offensive (CS:GO) in Germany fill the LANXESS arenas in...

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