John Macone, Former Esports Advisor, for NGame Esports shares his perspective about esports organizations building their brand and revenue through merchandise.
FaZe Clan collaborates with fashion company Neff for Fortnite apparel collection. How can esport organizations learn from this and use merchandise to grow revenue?
Merchandise is one of the most consistent ways to make revenue for organizations with developed fan bases. One of the best ways organizations can take advantage of merchandising is to leverage their player personalities and the games they are most well known for competing in. Fans are interested in directly supporting their favorite personalities, and themed apparel is an excellent way to capitalize on that desire. Apparel can also embrace social media trends, inside jokes for personalities whom stream often, and marketing campaigns to further encourage investment from fans.
Last year FaZe Clan released a merchandise line with NFL player JuJu Smith-Schuster. How can esports organizations connect with individuals personalities to grow their brand?
Partnerships and marketing campaigns with celebrities and public figures are an excellent way for esports organizations to expand their reach to individuals they may not have had access to beforehand. Connecting to these individuals is easier than ever, as they also look to esports and gaming as a space to grow their own brands through social media and Twitch.
The role of a brand ambassador can be an excellent way to bridge this divide for organizations, with Panda Global being an excellent example through their signing of actor Asa Butterfield. They leveraged his interest in competitive Smash, and their desire to grow their outreach, and signed him as a team member to great effect. Individuals can also be tapped for limited time events and campaigns, both in and out of games an organization may be interested in.