In 2020, the esports market is set to reach a value of $1.1 billion (source: Newzoo). This massive revenue growth of 15.7 percent, year-over-year – driven predominantly by sponsorships, brand extensions, media rights and partnerships – has placed this growing industry as the top revenue growth opportunity for brands tapping into both gaming and sports markets (source: PwC).
The growing global audience of esports players, streamers and viewers is changing the culture of gaming and challenging our perception of the entertainment business. What’s more, business opportunities are growing parallel to the industry as global brands sign exclusive partnerships to get in on the action. Activision Blizzard named YouTube its official streaming platform partner. Leading esports player and streamer Ninja has signed deals with Nerf and Adidas. Coca Cola is sponsoring the Pittsburgh Knights esports team and L.O.L. Surprise! is fronting the Girlgamer Esports Finals. This activity has taken place in the first quarter of 2020 alone.
With games such as “Counter Strike,” “Call of Duty: Modern Warfare,” “Fortnite,” “Super Smash Bros.” and “Overwatch” leading the charge among an army of titles, this nascent arm of the global gaming culture is offering new platforms for developers to introduce new competitive elements to new Triple A titles, creating a new consumer culture and acting as a fascinating case study for brand growth done right.
Merging gaming, sports and consumer culture, License Global takes an in-depth look into the world of esports and how brands can navigate the exciting new market through licensing, products, partnerships and beyond.
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