The business of gaming: Hosting esports events for brand exposure and revenue
Credit: Freepik
Hosting esports events can skyrocket your brand’s exposure and profits – if you play your cards right.
This how-to guide will equip you with the keys to throwing tournaments that attract sponsors, build your community, and fill your wallet.
With the right strategies, you can dominate the business side of gaming just like you dominate matches. So prepare to respawn your career and take your brand to the next level!
What is an esport event?
An esport event is a competitive video gaming tournament, usually involving esports-organized video game competitions. These events bring together professional gamers, streaming celebrities, fans, and sponsors.
There are a few common types of esports events:
- Multi-day tournaments are famous, where gamers compete over several days to eventually crown a champion. These significant events often have massive prize pools, lots of hype and drama, and thousands of fans attending.
- Weekly or monthly league play is also standard, where teams face off regularly over a season before playoffs. These league events are an excellent way for teams to gain exposure and build rivalries.
- Many esports organizations also host invitational events, inviting top teams to compete for prestige and prize money. These invitationals are a vital part of an organization’s brand.
Factors to consider when hosting an esport event for brand exposure
Before hosting an esport event, consider the following elements:
Size and scale
To gain significant brand exposure, go big or go home. Aim for a large-scale event in a stadium that can hold thousands of spectators. The bigger the audience, the more eyes on your brand. Smaller events won’t have the same impact.
Event format
Choose between tournaments, exhibitions, or a hybrid format. Tournaments, like qualifiers and championships, build excitement over multiple days. Exhibitions with pro players or teams facing off also attract audiences.
Infrastructure needs
Provide powerful PCs and gaming equipment, large screens for spectators, live streams, and networking infrastructure for players and audiences. Work with partners who understand the technical demands of esports.
Sponsors and partnerships
Partner with significant esports brands, gaming companies, and non-endemic sponsors. Cross-promote to each other’s audiences. Sponsor the event or specific components like a tournament or primary stage.
Sponsors will gain brand exposure, associate with your brand, and may provide financial or in-kind support.
Additional entertainment
Add entertainment beyond just the gameplay to create an exciting live experience. Consider hosting meet and greets with pro players, gaming expos, cosplay contests, live music, and other interactive experiences.
This boosts entertainment, giving audiences more reasons to attend and engage with your brand.
How to host an esport event for brand exposure and revenue
With the help of esports production companies, here’s how to host an esport event to boost your brand exposure and revenue:
1. Choose an esport
With so many popular esports, from Fortnite to League of Legends, selecting a game that aligns with your brand is critical. Consider your target audience and brand values to determine which title will resonate most.
Once you’ve selected a game, ensure an established competitive scene and fanbase. This will ensure you have teams and spectators to support your event.
2. Build the right team
Hosting an esports event requires a dedicated team to handle logistics. Enlist esports professionals to help organize the competition, source teams, promote to fans, and run the livestream. They can also help secure sponsorships and partnerships to offset costs. Assemble a crew to manage the venue, technology, media, and catering.
3. Find sponsors and partners
Sponsorships and partnerships, like those with gaming peripheral brands, can provide funding and cross-promotion. Look for brands targeting similar audiences to create a win-win.
Sponsor logos and mentions offer high visibility onscreen and at the event. Provide additional perks like product demos and giveaways to increase value.
4. Promote your event
Promoting your event is critical to attracting spectators, both in-person and online. Build a website to share event details, sell tickets, and stream matches. Leverage social media, Discord, and gaming forums to spread the word.
Run contests and giveaways to increase excitement. Pitch the event to esports journalists and influencers to gain media coverage. Livestream the competition on platforms like Twitch to reach fans globally.
5. Execute a memorable event
On event day, ensure technology like lighting, cameras, and live streaming equipment is functioning correctly. Keep spectators engaged with an emcee, music, sponsor promos, and cosplay contests between matches. Share live updates, behind-the-scenes footage, and player reactions on social media.
Provide an immersive experience for those attending in person with gaming stations, meet and greets, and gaming-themed catering. Pulling off an exciting event will leave a lasting impression on all audiences.
Conclusion
And there you have it! Hosting an esports event might initially seem complicated, but breaking it down into planning, partnerships, production, and promotion makes it very manageable.
Keep this guide handy as you plan your next branded tournament or gaming festival!