Perspective: Global Brands Positioning Themselves In Esports

Evan Tipton, Esports Advisor, for NGame Esports talks about new brands activating in esports.

The global beer company, Anheuser-Busch (AB), has made a considerable commitment to esports in recent months. What do you think AB is trying to achieve within the esports space?

I would not be surprised if this had something to do with the HyperX relationship with Post Malone. Although with how significant the sponsorship is, in the US, it would not be surprising if they were following this closely. They probably just needed the right time to risk their finances.

How can AB make sure their engagement and activation in esports are appropriate towards the youth audience that dominates esports?

This was one of the problems I could see coming up for AB throughout their time within esports. Kids play more games than adults do, making it highly youth dominated. Making sure they are marketing to adults rather than children will be a difficult task. Tournaments that are sponsored with an age requirement can not only solve this problem but can create a friendly environment for adults looking to escape the normality of the scene.

Photo by Christina Morillo from Pexels

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