Imagine a market where your profit in 2017 is around US$ 696 million and you expect to reach US$ 1.5 billion by 2020. Imagine this market with millions of loyal followers, consuming and promoting your product on a large scale. Imagine a crisis-free market where exponential growth is undeniable worldwide. Yes, this market exists and has been pumping for some time. We are talking about electronic sports, better known as e-Sports.
Fashion? Definitely not. Electronic sports have become a business, and a big business, of big people interested in the millionaire figures that make up this market. While traditional sports find it difficult to attract investment, e-Sports have become the “eye girl” of large corporations, setting up teams and entire teams in the more traditional games of the sport.
Major names such as Coca-Cola, Nissan, Volkswagen, Samsung, Logitech, Dell, Acer, Netshoes and others invested more than US$ 578.00 million in sponsorships, events and e-Sports transmissions in 2015. Do you really think that these companies would invest so much if the business was not profitable?
Large corporations do not give point without knot. Nobody here simply invests because they think it’s “cool”. They are all after profit, expanding their business and leveraging the brand to the extremes of the world. And e-Sports provides that.
And they provide directly within the niche that consumes the most electronic sports, which is kids between the ages of 14 and 25. This public is eager for news, always connected and attentive to everything that happens in between.
And they are native consumerists. They wear shirts, caps, costumes, brooches, necklaces, glasses, sneakers, pants, in short, everything they remember and have the face of their favorite character/game they buy.
Here it is worth a note that the audience of electronic sports is not only the cyber-athletes themselves. Using football as an analogy, it’s easy to assimilate that not everyone who cheers, plays. In e-Sports it’s the same thing.
There are those who don’t even have a video game or computer at home, but are interested in the dynamics of the game, the design of the characters, the structure set up or simply because they like to follow the battles in games. This audience has e-Sports as a form of entertainment and leisure.
In Brazil we can witness this level of enthusiasm. The final of CBLoL 2017 had a gym full of fans, broadcast live on the closed sports channel SPORTV, in addition to streaming YouTube and Twitch. Closed events had sold out, movie theaters were crowded and bars stopped broadcasting football matches to show the event live. A success.
In a recent survey by Newzoo, a company specialized in e-Sports analysis, Brazil is considered the third largest e-Sports audience in the world, with 11.4 million spectators. We only lag behind the United States and China. And look that we are still considered a country to “develop” within e-Sports. We already have a loyal and captive audience.
We have great athletes, great teams and event organizers. And all this can still be improved, explored and expanded. Professionals from several areas are coming and joining this more than promising market. But we need more.
We need to create a strong and independent culture within electronic sport. And the time is now. The time to invest has come. Welcome to the world of e-Sports.
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