Connecting with esports fans outside of digital – Esports

The resurgence of public engagement in the aftermath of the pandemic presents a unique opportunity for companies to leverage out-of-home (OOH) advertising strategies, particularly within the dynamic realm of gambling and esports.

By Josh Walfish

Recent findings from YouGov reveal that esports enthusiasts represent a lucrative target market when it comes to OOH advertising. These fans are exceptionally responsive to traditional advertising formats, making them a key demographic for brands looking to maximize visibility and engagement.

In both the UK and the US, dedicated esports fans are significantly more likely to notice and interact with OOH ads compared to the general population. YouGov’s research indicates that esports aficionados are twice as likely to observe these advertisements on public transport—such as buses, trains, and airports—than the average adult. Furthermore, nearly 70% of avid esports fans in the US stated they actively sought out products after spotting them on billboards or posters. Additionally, over 60% reported discussing these OOH advertisements with family and friends.

Analyzing the Data

This data is particularly compelling when considering its impact on younger demographics, especially those aged 18-34 who are ingrained in technology. This age group demonstrates a pronounced tendency to engage with OOH advertisements, which is promising for brands targeting younger gamers who may be experiencing diminishing returns from solely digital marketing approaches.

For sportsbooks, these statistics present a wealth of opportunities to engage with the esports community. Approximately 70% of esports fans in the 18-34 age bracket actively seek information on their devices after seeing relevant advertisements, indicating that OOH marketing can effectively drive instant interest in betting options. This opens a myriad of avenues for innovative marketing strategies aimed at tapping into this burgeoning market of esports bettors.

Key Takeaways from the Data

The clear takeaway from this research is that OOH advertising—such as posters and billboards—should be integral to the marketing strategy of sportsbooks. As more states in the US legalize online sports betting, the need to capitalize on the engagement rates among esports fans becomes paramount. In traditional sports, the ability to place bets on live events significantly enhances the viewing experience, and this principle extends seamlessly to esports.

Sportsbooks should particularly focus on OOH advertising near public transportation hubs in close proximity to esports tournaments. By strategically placing advertisements in these high-traffic areas, bettors can be continuously reminded of upcoming events and betting opportunities. This strategy not only drives more traffic to the sportsbooks but also maximizes potential revenue streams.

Another vital lesson from this data is the importance of diversifying marketing efforts beyond digital channels. Reliance solely on online advertising can be tempting in today’s tech-driven environment; however, these findings reveal that OOH advertising can effectively generate interest and foster word-of-mouth engagement. Beyond the 70% of esports fans who search for products after viewing them in OOH formats, the additional 60% who discuss these ads with their social circles can propagate brand messaging far beyond initial exposure.

In conclusion, as the landscape of sports betting on esports continues to evolve, sportsbooks must prioritize OOH advertising strategies in their marketing mix. Embracing traditional advertising alongside modern digital techniques can create a multifaceted approach that not only drives engagement but also fosters a deeper connection with esports fans and potential bettors.