The Gucci Gaming Academy launch included a marketing short that illustrates three must-haves for effective marketing stories designed for esports fans:Design the story like a puzzleShow instead of tellingHide influences in plain sight

eSports iQ episode #10 - Unlocking Crypto's Esports Potential

Feb 7th, 2022 6m 18s

This episode of the eSports iQ podcast series discusses why emotional connection is the missing piece for crypto companies' esports marketing. Including how to become emotionally relevant through:Promoting shared meaningTapping into the pleasur

eSports iQ episode #9 - Fixing Esports Brand Building

Jan 31st, 2022 6m

This episode of the eSports iQ podcast series explores how to fix brand building in esports. Including:Why dilution in competitive video games hurts brandingHow mascots help brand buildingThe benefits of differentiation

eSports iQ episode #8 - Three Problems with Esports Marketing

Nov 29th, 2021 8m 25s

This installment takes a look at three issues that hinder widespread audience growth for competitive video games. Including:Building mainstream entertainment appealThe lack of player marketingEmergence of different forms of gamingThe episode wa

eSports iQ episode #7 - $210 Million Esports Storytelling

Jun 8th, 2021 9m 57s

A close look at FTX's $210 million, 10-year naming-rights deal with TSM. Specifically, how FTX utilized brand storytelling in the announcement. Other topics, include:How marketers can use storytelling to reach esports audiencesUnderstanding the

eSports iQ episode #6 - BMW, Manga and Esports Storytelling

May 10th, 2021 11m 38s

BMW's Heroes of Rivalry manga series is a compelling example of brand storytelling in esports. A close look at the nature of competitive video games reveals:How BMW weaves its brand into esports outside the direct context of video gamesWhy mang

eSports iQ episode #5 - Esports Sponsorship's Location Paradox

May 10th, 2021 13m 57s

Digital sport sponsorship borrows a number of elements from its physical sport counterpart. However, some elements are different. To explore how this affects marketing communications, it's key to understand: Why location is important to the spo

eSports iQ episode #4 - The Collegiate Opportunity for Esports Teams

Mar 14th, 2021 13m 33s

Professional esports teams face a number of challenges related to growing their brands. Simultaneously, growth of competitive video game collegiate programs across the USA offers a number of opportunities to overcome these obstacles. Including:

eSports iQ episode #3 - The Real ROI of Esports Influencer Marketing

Mar 10th, 2021 14m 46s

Influencers and creators give brands a human voice in the world of online gamingTraditional sponsorship within/outside of esports is surprisingly differentBrands can connect to audiences through the storytelling potential offered by gaming crea

eSports iQ episode #2 - The Truth about Esports Marketing

Feb 28th, 2021 10m 12s

Video game play and athletics are different mediumsBall-based games attract casual audiences to traditional sports mediaThe presentation value of esports is based on the visual appeal of video game imageryBrand marketing can add value by fillin

eSports iQ episode #1 - Esports Influencer Marketing

Feb 21st, 2021 24m 38s

The characteristics of influencer marketing in esports How to discover top influencers The best way to identify relevant audiences How marketers can navigate challenges Click to read the original written report (PDF download)

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