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The Rundown: How up-and-coming esports organizations are separating themselves from the pack

Digiday 24 Nov 2021 05:01
November 24, 2021 by Alexander Lee

As gaming becomes a pillar of mainstream culture and entertainment, esports organizations are proliferating.

Esports Earnings’ list of teams currently maxes out at 500 — though some of the listed organizations no longer exist, and others have been absorbed by larger teams. In any case, there is a glut of active esports organizations in the modern competitive gaming landscape, with new teams forming every week in the nebulas of Twitter and Discord. 

Brands and marketers should tread lightly as they navigate this glut of widely varying options. Though prominent teams such as Cloud9 and Team Liquid have significant reach, working with smaller organizations can help brands reach dedicated communities for a fraction of the price. Digiday reached out to experts to learn how to identify growing esports organizations that stand apart from the pack.

The key details:

  • Marketers should partner with esports organizations competing in newer or smaller esports that boast loyal and growing communities. One area of esports that will almost inevitably grow in the future is the mobile sector; while top-tier esports teams are beginning to sign mobile players, some dedicated mobile esports teams have been operating in the space for years. “Every publisher, every tournament organizer, wants to see SK Gaming, Team Liquid, FaZe Clan, et cetera, in the mobile gaming ecosystem,” said Oliver Maxfield, director of product management at ESL Gaming. “I think the endemic mobile esports organizations, like QLASH and Tribe Gaming, definitely have a head start.”

A challenger approaches

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Tags

GarstSK GamingTeam LiquidOliver MaxfieldESL Gaming
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