By now, almost everyone knows esports and gaming is massive, but here’s why brands are missing the mark when it comes to targetting gamers.

When you search esports online, you will most likely read about how much time millennials and Gen Zs spend on watching gaming content via Twitch and YouTube.

A study by Newzoo has pinned this to be around 3.5 hours weekly, but interestingly the same study found that these same demographics spent 15+ hours a week playing games. This means these two demographics PLAY games four times more than they watch games.  

Why is this important? Brands have made significant investments in esports by sponsoring leagues, teams, and professional gamers with the expectation that their brand will be viewed by Gen Z and millenials who

  1. Attend venue based tournaments and see static logos on banners or tickets.
  2. View venue based tournaments on Twitch and YouTube seeing their brand’s name/logo amongst the many other logos as the camera pans across the venue. 

Unfortunately, with COVID-19, these live venue-based events are placed on hold for the foreseeable future. Even without a pandemic, brands have admitted to me that their current esports strategies may be too hyper-focused on the pro-player versus casting a wider net to target all gamers, including casual gamers. 

Accessing the full spectrum of gamers is where excels. Our approach to esports targets the actual 18-35-year-old gamer, where existing esports strategies target the anonymous viewer on Twitch or YouTube, who may be a 6-year old child.

Gamers are attractive because they make 32% more income than the non-gamer but are elusive for marketers to reach with

  • Only 18% watching TV
  • 61% are using ad-block compared to 28% for non-gamers
  • 69% find ads annoying and simply shift to a different screen when they see ads has built technology where advertisements can not be blocked by users. Our tournaments enable brands to market directly to millennials and Gen Zs through

  • ‘Entry fees’ – In order to enter the tournament, gamers must first watch a 30-second video, complete a social action, or take a short survey. 
  • Brand’s tournament screen which gamers check 3x daily for their ranking.

Repeat’s marketing team has proven success in reaching millenials and Gen Z’s leveraging influencers, social media, and our current active user base to promote and build engagement with branded tournaments. Repeat’s marketing strategy makes sure the influencers aren’t the recipient of physical goods, like Nike shoes, or services, like Uber Eats but instead are promoting a branded tournament just for their fan base.

This enables the focus to shift from the influencer to their followers who are the recipients of the branded esports tournament. Now the influencer is viewed as a giver and not a sell-out. Consumer jealousy is alleviated. The brand is focused directly on the target market, bringing about significant positive brand sentiment and making it a win for all involved participants, the brand, the influencer, and the consumer. 

Repeat is the only platform that can run tournaments that allow over 200 entrants, with a max capacity of one million-plus. All gamers compete for cash prizes with each tournament paying out the top 40 percent, not just the top 3. This is advantageous to brands because this payout structure has a psychological effect on the gamer, who will continue to compete and engage with the brand over the lifetime of the tournament.

The Repeat platform was built for brands by professional gamers to bring brands and gamers together with actualized ROI, low CPM’s, and millions of impressions converting gamers into customers. 

Interested in targeting ALL gamers via branded tournaments on Repeat? 

Please reach out to me at [email protected]