Bridging the gap between esports enthusiasts and the physical realm – Esports – iGB
As the globe reemerges from the recent health crisis, individuals are resuming their typical routines and businesses are seeking out-of-home advertising solutions to display their offerings to customers.
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Connecting esports fans beyond the digital world
By: Josh Walfish
There’s positive news for those aiming to reach devoted esports fans, these enthusiastic consumers are among the most responsive to out-of-home (OOH) advertising techniques, according to a research study by YouGov.
In the United Kingdom and the United States, dedicated esports fans are more likely to observe and interact with outdoor advertising than the average adult. YouGov surveyed study participants about their experiences observing advertisements on public transportation (buses, trains, and airports) and discovered that up to twice as many esports fans noticed these ads compared to the average adult.
In the same research, YouGov learned that nearly 70% of dedicated esports fans in the United States would seek out a product after seeing it on a billboard or poster. Over 60% of US respondents also stated they would discuss what they saw on these outdoor ads with friends and family.
Examining the data
The most noteworthy aspect of this information is its applicability to younger demographics and generations that are more connected to technology.
Electronic sports enthusiasts between the ages of eighteen and thirty-four are more likely to observe and engage with outdoor advertising than the general public. This is encouraging news for products that may be targeting young gamers, who might be worried about diminishing returns on digital advertising.
For sports wagering companies, there are many positive implications from this information about esports fans. Almost seventy percent of eighteen to thirty-four-year-old electronic sports enthusiasts will search for a product on their phone after seeing a billboard, indicating that these outdoor advertisements can translate to betting interest almost immediately. This trend exists across the entire esports fan base, opening the door for various marketing strategies to connect with this emerging bettor market.
**Lessons from the data**
The most direct lesson from this data is that posters and billboards around events are essential for sports wagering companies. As online sports betting continues to be legalized in more states across the United States, sports wagering companies must capitalize on the conversion rates of esports fans. As we’ve seen in traditional sports, being able to bet on the event you’re attending can enhance the experience.
Sports wagering companies should pay particular attention to public transportation in the cities where events are held, connecting with bettors and fans who may not have tickets.
Enthusiasts who are constantly reminded of esports tournaments and wagering opportunities as they depart from underground train stations and bus terminals will be more likely to engage with these activities, resulting in increased revenue for sports betting enterprises.
Another crucial insight gleaned from this information is that sports betting organizations require a multifaceted marketing approach. In contemporary society, which is heavily reliant on technology, solely relying on digital advertisements to draw in viewers can easily lead to stagnation. However, these findings indicate that outdoor marketing is effective and can foster interest in products through informal recommendations, thereby enhancing the value of these more traditional advertising techniques.
This is not merely about the 70% of esports enthusiasts who investigate products after encountering billboards or posters. Sports betting companies must also capitalize on the over 60% of fans who subsequently share their observations with relatives and acquaintances, facilitating the dissemination of the message more effectively than any other marketing strategy. This is an instrument that cannot be overlooked and should be refined to stimulate the expansion of esports sports betting.
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