Sport moves masses worldwide, not only in the offline world, but also online.
In recent years, a real phenomenon has developed: the so-called e-sports industry , which has become a booming industry that already moves more than 600 million dollars.
And the forecasts couldn't be more positive, as according to a study by Newzoo, this industry will exceed 1.4 billion dollars in 2020. These figures only confirm that we are facing a new opportunity for brands.
In the era of gaming and with a loyal legion of followers behind it, this sector is an enormously fertile field for getting closer to the consumer, creating engagement and building loyalty.
However, to achieve this, it is necessary to have a good partner capable of guiding companies along the path of so-called gamification.
The Play the Game agency is dedicated to precisely this and its CEO, Óscar Soriano, has spoken to us about the present and future of this industry that is only growing.
Its services focus on supporting its clients throughout the entire tunisia phone number process through analysis, activation and gamification.
In addition, Displemium is available to brands, an analysis and planning service to identify which video games the desired target is playing and adapt the message to this territory.
Thus, although Soriano highlights the opportunities for companies in video games, which is “a brutal industry in Spain,” he recognizes that it is an area in which “almost no brand is working.”
The e-sports industry is also growing at an unstoppable rate, which, Soriano points out, has experienced a spectacular rise in the last 10 or 15 years, although the best is yet to come.
"We have to see it as another part of the digital business ," he says, but warns that "it will transform everything," giving rise to new jobs and new social functions.
Their secret? “It was born digitally, so the engagement it has is so strong that it becomes a fundamental part of the business. Also, anyone can be an e-sports star, you just need a computer or console and many hours of effort and dedication.”
In our country, this fever is not minor and there are already around 4 million fans of this digital sport, although Soriano predicts that its evolution will be upward in the next 3 years.
“Many brands have already entered the market and many more will enter, especially non-endemic ones, in 2018. It is a social transformation, not a fad,” he explains.
Likewise, although there are numerous opportunities for brands, Soriano recommends that companies “think carefully” because being carried away by trends only leads to failure.
“The e-sports community is a little different. You have to know its codes and dynamics. You have to work hard in the area of experience and branding, so what I recommend is that you enter in a very rational way.”
As for the actions that can be carried out in this area, "the range is very wide but the important thing is to work well and to know where we want to go."
Although Soriano emphasizes the importance of offering a well-crafted experience to be credible to the community, a key factor for the success of the strategies.