Essay
Unit 2- Developing a market campaign
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- AQA
An assignment about developing a market campaign about Esports
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Unit 2-Developing a marketing campaignEsports
Team Ocuppola wanting to build brand awareness
Team Ocuppola is an esports team for over 5 years and are based in the UK.They've
won numerous competitions within the UK as well as Europe.The team have a twitch
account with over 1000 subscribers,and plan on entering more competitions in the
near future.They currently have three sponsorships deals with british business.Team
Ocuppola aim is to build strong brand awareness to individuals.This will also help the
team sell merchandise.
The most well known teams in the UK are team endpoint, fnatic, prophecy, optic
gaming and cloud 9.The market is constantly growing at a very fast pace making the
market being global worth 1.1 billion in 2019.The annual salary from Esports was
over 22 million in 2018.By looking at the statistics this is a 450% rise from 2014.The
esports trade is operated on the basis of revenue this is split up into several parts
such as, tickets, merchandise, media rights, sponsors, direct advertising and
publisher fees.Esports current events are broadcast online and successfully reach
over a million of views.In 2019 the broadcast reached over 385 million views in using
social media using platforms such as twitch and YouTube.In the UK the viewers for
18-25 year olds makes up 35% and 26-32 year olds makes 37%.A better way to
summarise the views is the male audience being 69% and female viewers reaching
for 31% this makes Esports a mass market due to to the quantity of views they gain
and interest shown in it from many from many different types of people.Team fnatic is
a team formed in london and have overall earned 16 million and have competed in
over 954 tournaments playing games like battlefield 4,rocket league and over watch.
Another successful Esports team is team liquid, which they have participated in over
60 championships which are championships that are capable of conquering any
other team.A plan of action that team liquid have used before was a big must in
becoming successful which was partnerships with brands they have current
partnerships with several different companies such as Alienware, Honda,monster
energy, SAP a software company and twitch.By doing this it helped obtain the
public’s attention and made them recognisable to certain brands which made them a
name.Team liquid partnered with Esports charts at the beginning of 2020 which will
only further their understanding of their fans viewership trends.Other marketing plans
that are used is finding who your target audience are and getting in contact with
them.By comprehension the Esports community it will belly you gain viewers, fans
and people who are genuinely interested and give their time.Esports like normal
sports has contrasting categories and can be classified into different genres,the
audience can be categorised this way by the type of game they enjoy.To find out who
your target audience is you can create a content that will fascinate them.A clever
, approach is to contact Esports teams that are liked by your target audience,if your
aim is succesful it could result in a long and mutually beneficial collaboration.Another
marketing strategy is identifying the right channels that could be the most popular
place your target audience is spending their gaming time.You have to take it into
accountability that you have to go them first to gain some sort of following.Once you
find out the place where they are let this be on streaming platforms such as
YouTube, bigo live, twitch or gosu gamers, you then need to go to them with the
intention of gaining new followers and begin to sell yourself.Then the idea is to target
the platforms where your competitors aren’t and the platforms where your audience
are based.
It takes a lot to get into the Esports market, as you will be competing against millions
of players and because there are already big teams were their name are easily
recognised it’s very hard to make your way up from the bottom.A barrier to esports
entering the mainstream is the perception that it does not deserve the same
recognition as traditional sports.10% of British adults say it constitutes a real sport
compared to 59% who believe it doesn’t.Another obstacle in the way could be age
restrictions, while in their own teams they set the age restriction for example in the
overwatch league you have to be 18,whereas the super league gamers 16 year old
is allowed.This could led to many problems as the higher the age restriction may
mean that their priorities aren’t about the game.Most teenagers of this day in age
only care about sitting in their room playing computer games however getting older
you have more priorities like working to get a wage to live off.The industry is too
heavy with investment in top tier esports,ignoring development potential at lower
levels.Many see with the patterns and trends in this market is it being too
sponsorship oriented.There is too much investment which is focused in the higher
profile teams aren’t paying any attraction to the lower levels.This is straining for the
high up teams and players as it puts a level of stress on them to continue in their
success.
Brand awareness is important because it is the very first step in the marketing
funnel, and a crucial foundation to eventually acquire customers. Brand awareness
refers to people's ability to recall and recognize your business.To start, brand
awareness helps keep your brand top-of-mind with your audience.
Brand recognition is the extent to which a consumer can correctly identify your brand
based on visual indicators such as logo and colors. For example, if you see the
Dunkin Donuts pink and orange letters up ahead, before even making out the words,
you’d automatically recognize it as Dunkin Donuts.
Brand awareness takes brand recognition a step further. It involves recalling not only
the business name, but also the general feeling of the business, information about its
products and services, and other experiential details. When a business has a level of
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