Creating a Successful Esports Marketing Campaign: 10 Key Considerations
Setting Objectives
Game Choice
Language
Messaging
Creative
Channels
Campaign Engagement
Participant / User Flow
Data
Reporting
Setting Objectives
Setting an objective is important for your esports marketing campaign. Depending on your product or service, your objective could be raising awareness of a product launch or increasing sales. Common objectives for esports campaigns include reach and engagement across social media, participation, viewership, and conversions. By determining specific objectives, you can create a targeted and effective campaign.
Game Choice
Choosing the right game(s) for your esports marketing campaign is crucial. Consider the audience, community, and communication style associated with each game. Take into account regional popularity, target demographics, and audience size. Some games may be more suitable for specific personas or customer profiles. Research and data companies can provide valuable insights into audience sizes for different games in each country.
Language
Consider the language(s) spoken by your target audience and tailor your campaign accordingly. Some games have universal languages, while others require content to be available in multiple languages. Major tournaments often broadcast in multiple languages to engage audiences from different locations. Sponsorship deals with global brands benefit from connecting with diverse audiences through different languages.
Messaging
Choose the right messaging that resonates with the game and audience you want to engage. Use terms and language recognized and understood by the players and community. Authenticity is important, so avoid messaging that makes your brand appear out of touch. Adjust your language to connect with the intended audience while staying true to your brand identity.
Creative
Your creative assets should effectively convey your message and capture the attention of players. Determine whether you will use brand creative, game creative, tournament or team creative, or a combination. Consider approval requirements for game assets and ensure you are using the correct character art. Abstract creative assets can be a quick and easy option when time is limited.
Channels
Select the right channels to reach your target audience effectively. Consider age, location, and gender demographics to determine which social media platforms and streaming platforms are most suitable. Different channels have different content types, so tailor your content accordingly. Explore hidden communities, such as specific subreddits and forums, to connect with the desired community.
Campaign Engagement
Define engagement in the context of your esports marketing campaign. Engagement can take various forms, such as likes, retweets, shares, participant numbers, or form submissions. Encourage engagement through incentivized actions or partnerships with influencers. Holding Ask Me Anything (AMA) sessions on Reddit can also generate engagement and interaction with your brand.
Participant / User Flow
Consider the flow or journey you want participants or users to undertake in your campaign. Plan and optimize the steps they need to take, from initial promotion to registration or form submission. Ensure a smooth and engaging flow that includes clear communication and confirmation of their actions.
Data
Consider the type of data you capture and its value to your business and the participants or fans. Capturing data directly from users can support future campaigns and communication. Ensure compliance with legal requirements regarding data capture and usage. Be mindful of data privacy and security.
Reporting
Define relevant metrics and key performance indicators (KPIs) for reporting on your campaign’s success. Connect the dots between each part of the campaign to evaluate effectiveness. Determine the impact of different elements, such as social media conversations, banner advertising, influencer partnerships, or streaming platforms. Agree on reporting formats and delivery with third-party suppliers or agencies.
Conclusion
Creating a successful esports marketing campaign requires careful consideration of these ten key factors. Whether managing the campaign internally or working with third-party partners, define roles and responsibilities accordingly. By focusing on these considerations, you can engage and connect with the gaming community while achieving your business objectives.