Logan McLean, Esports Advisor, for NGame Esports talks about licensed apparel in the esports industry.
Miami-based esports organization Misfits Gaming and Outerstuff LLC, a licensed youth sports apparel manufacturer, partnered in July to create a global esports apparel venture. The focus is on creating esports gear for fans across the world. What is your opinion about the demand for esports apparel as it stands today?
The demand for esports apparel is currently exploding and will only continue to grow in scale with the popularity of the genre. As we know, the average consumer of esports media is more attached to the teams and personalities they follow than the traditional sports fan. They have a higher conversion rate for buying team merchandise and products endorsed by teams and players. These fans are also power-consumers, not easily fooled by inadequate efforts to produce team merchandise.
Brands like Nike, Puma, and Adidas are now engaging in esports. Will it take brands of this status to stimulate the esports apparel business?
There is already strong brand loyalty in esports to smaller brands that have grown with the industry. It will be interesting to see how brands like Nike, Adidas, and Puma continue to activate in the market. I firmly believe that if they work with endemic esports designers to create top-quality apparel, it will win the hearts of consumers. The key to the esports market is creating quality.