E-sports spectatorship is a massive business that’s set to only grow bigger. The Asia Pacific region will account for 44% of the world’s e-sports audience by 2016. Counting eyeballs and sponsorship deals, it’s a potential gold mine for sponsors, players and the fans that support them.
Today, representatives from Hill+Knowlton Strategies, Razer, Astro Malaysia and Riot Games sat in on a discussion panel and shared their insights. Rio Games is the developer behind hit multiplayer game League of Legends. Razer makes some of the world’s best gaming peripherals. Astro Malaysia is one of Malaysia’s largest cable TV channels. The panel shared their thoughts, in particular the huge potential for e-sports to take off in Asia.
Lorna Campbell, Regional Director Sports Marketing & Sponsorship for H+K who hosted the panel added, ‘as this industry continues to evolve, the one constant will be the passion and engagement that this audience has for their sport. Brands considering esport partnerships really need to think carefully about the value add they are bringing to the industry. Altruism and longevity, as well as creative and engaging content will define a brands role within this space.”