Esports is today a market of more than $ 180 billion, making it 3.5 times larger than the film industry and 7 times larger than the music industry. In addition, more than 500 million people worldwide watch e-sports competitions, some are comparable to baseball, and 2.7 billion people play mobile games themselves. The size of the market makes it attractive for companies to increase their own brand awareness among young people, but how do you get into this industry? Koen Schobbers, the first Dutch e-sports player with top sports status, will tell you more about this during the Kids and Youth Marketing Congress!
Koen Schobbers and esports
Koen Schobbers has had many different roles within the e-sports industry. His career started in 2007 as a professional gamer with the game Trackmania, for which he has won many awards over the years. He also studied to be a surgeon, making him the first Dutch e-sportsman with top sports status. He has put this training on hold to follow his passion, which has ultimately resulted in wonderful collaborations and opportunities, such as:
- Speaker at ESPN
- Board member of the Global Esports Federation
- Founder of Koenz
- Founder of Parents of Play
- Author of ‘My Gaming Child’
- Professional speaker at global events
The cow knows well the various facets of this industry. He has seen the development of e-sports as an industry first hand, even when there was still a lot of stigma. He is therefore the expert who can advise you on the possibilities of realizing brand awareness among young people in esports.
Where does the popularity of e-sports come from?
So e-sports is incredibly popular, but where does it come from? For this, Koen makes a comparison with traditional sports. Young people look at people who perform at the highest level with something they do themselves or where their interests lie. It is a competitive environment that exploits the potential of new technologies and the Internet. The possibilities make it (sound) visually attractive to watch esport, but also provide the opportunity to use esport as a social media. Young people meet online after school and meet peers. It is therefore an important element in young people’s identity formation. Another reason why e-sports is popular is the fact that e-sports players are very accommodating. You can communicate with them directly via the online platform, but they also like to chat at events.
The future of e-sports
Koen Schobbers sees the future of e-sports becoming more and more physical. VR, AR and MR are becoming increasingly popular, combining sports and e-sports. This combination of worlds makes them both innovative, e-sports becoming more physical and sports more technological. Gaming and e-sports will also continue to grow, with viewership of 500 million people growing at 8.7 percent annually. It has no boundaries, both growth-wise and socially. You talk and play with people from all over the world thanks to e-sports, making it sure to have a place in the sports of the future.
The different options for your business
Esport can be compared to traditional sports in several ways, including sponsorship. For example, you choose to sponsor teams or events, organize activities with athletes or make them ambassadors for your brand. It is suitable for all kinds of industries: from food to staying physically and mentally fit, to technology to games and education as part of parent and child education. The various opportunities for sponsorship in e-sports enable you to exploit the potential of e-sports: to realize brand awareness and loyalty among young people. Young consumers have few brand preferences when looking for a product. You can conquer a place in their brain by being prominently present with something they are passionate about. As a result, young people get to know your business and they think of your product when they want to buy something. You therefore create not only brand awareness but also loyalty.
Sign up for the conference
Want to know how to use e-sports to improve your brand’s awareness among young people? Then visit the Kids and Youth Marketing Congress! Koen Schobbers and many other experts in the field are happy to tell you more, so sign up now!