Recently on my en devours to satisfy the world and not myself, I have run into the following question.
What does sponsorship in e-Sports achieve?
Whilst advertising spots and random amounts of ‘fame’ are a major contender for reasoning, the ends does not justify the means.
I love e-Sports, and have put my heart and soul (and alot of money) into it, to have people of much larger size than me ask this question.
From a business perspective I honestly cannot give them an answer that would justify a significant investment.
Firstly, a large number of e-sports viewers have the attention span of a gold fish. If you drop an ad on them, they will simple go somewhere else where there are not ads.
e-Sports people do not particularly care so much what team someone is on, but rather who they are in game. Which yields shirt sponsorship relatively useless.
Video advertising (use of e-sports personalities) is a good one, but expensive to create and again does not sell products, just gives the community a reason to go “OMG HES SO KEWL”.
So what truly is in it for investors in e-sports?
Well, given recent growth, there is a means of entering a market at a decent price.. Ok, this isnt a bad one.
You have the opportunity to understand a market before its fully established…This one is a medium, because it could be an expensive test.
And hmmm what else? I don’t think there is much else really.
I can truly appreciate the work that people like IGN, MLG, GSL do in order to obtain sponsorships, i understand that it is an extremely difficult task. But their success truly does mask the reality of equitable sponsorships in the MAJOR development of e-sports.
BARCRAFT has changed a little bit of my perspective on lucrative e-sports. I am now starting to plan barcraft in Kuala Lumpur for our FXOpen events. I do not look to profit from patrons, but to gather further viewer support is the only means of getting the attention of the ‘big fish’.
In my opinion, if you do not like ads, do not like companies ‘shoving themselves down’ your throat. THEN GO TO A BARCRAFT…. It will be the thing that makes e-sports mainstream!