New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Crafting offline experiences can be a way to enhance brand awareness.

This piece recommends that when considering partnering an eSports league or competition, marketers should assess factors like infrastructure, formats, audience, accessibility and brand fit.  Currently, eSports being a new industry, lacks reliability, lasting audiences and resources to support its growth.

While some viewers would prefer watching games online, others could be more likely to attend the event live. So, brands can create experiences for these audiences to increase brand awareness in a way that is positive and relatable.

The author suggests organisations be sure about the popularity of the game and its relevance with both the brand image of the company and their target audience. Going forward, brands could consider “less abstract games” to help people beyond the dedicated fans to understand and engage with them.  

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[10 minute read]

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