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In 2021, the industry grew to approximately US$198.5 billion.
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It is expected that by 2027 the video game sector will increase by around 141.6 million.
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79.6 percent of gamers want to develop professionally in the gaming industry gaming.
In recent years, the gaming market has become a very important one for people all over the world, especially for brands, who see in it a new way of contacting the new generations. Given this, information from another pointed out that advertising has become a relevant issue in e-sports for brands and consumers.
Although this industry is formed for years, video games reached a market value in 2021 of approximately 198 thousand 500 million US dollars and, according to a report from Mordor Intelligenceit is expected that by 2027 this will increase to about 141.6 million.
Like all industries, this one also has its leading markets; According to a study by Spanish Video Game Development, China leads the world market, with revenue in 2021 of more than 46 billion US dollars from the sale of games, consoles and other related components.
The gaming market has become a global phenomenon that is billing millions of dollars in earnings from the box office, video game downloads, and now shares fruits with other markets such as the music, film, and sports industries.
For its part, Mexico is no exception, since the importance of video games and gamers is increasing, such that the number of gamers will reach close to 72.3 million by the end of 2020, an increase of 5.5 percent compared to 2019. according to data from The CIU.
E-sports and advertising
With these numbers, specialists in the business recognize how this sector has become a great tool for companies. Given this, Mayra Alcántara, Influencer Marketing Director of another, a global agency with the largest offer in Latin America, explained that this gap expanded because during the pandemic one of the main escapes from the stress of confinement were the broadcasts of various leagues. of video games, in addition to an increase in the number of gamers and content creators who moved to live streaming accounts.
In this sense, campaigns in video games and e-sports are taken quite seriously by different brands.
This is seen when, according to data from the same report, close to 3 billion people around the world have been considered “gamers” since 2021. “Many online gamers have the same reputation as professional athletes,” Alcantara said.
Under this premise, the agency shared in its report that a clear example of the convening power of this industry occurred in 2019 during the Fortnite World Cup final, which took place at the Arthur Ashe stadium, at the same headquarters of the US Open.
This event drew 2.3 million viewers and the winner took home close to $3 million in prizes.
Another clear example of this industry and the foray into advertising is the Spanish streamer Ibai Llanos, where statistics reveal that during his La Velada del Año 2 boxing event, which brought together several streamers and influencers at the Palau Olímpic in Badalona, in Barcelona, it reached a maximum peak of 3,356,074 viewers, an average of 2,427.24 and a total of 8,768,729 unique users.
But in light of this new incursion, the another expert points out that it is important to bear in mind that advertising in e-sports is not the same as in other traditional media.
“Gamers and viewers are a very committed community and they will not accept invasive advertising or advertising that is not related to their main interest: video games,” they explain.
“For this reason, it is essential that brands approach the e-sports market in an authentic way, creating valuable content and participating in events that allow them to genuinely connect with the audience,” Alcántara asserted.
Therefore, he recommends that an easy way for a brand to do so is by sponsoring professional teams or players, which gives them visibility and generates a positive association of the brand with the values and passion of gamers.
Likewise, it is also relevant to have a presence on video game streaming platforms, such as Twitch, where gamers spend a large part of their time and interact with their communities.
In summary, the use of gaming influencers and streamers can be very effective for brands looking to connect with the esports audience, as these figures have a great influence in the gaming community and can help build the image of a brand and increase its visibility.
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