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E-sports: time to get future-fit
Brands and advertisers who are reluctant to embrace the video-gaming industry are missing a trick. They need to understand the huge potential of the burgeoning e-sports audience, where influencers are more effective than traditional ‘push’ forms of advertising
Local brands are ignoring, to their detriment, an almost R4bn media platform — one that has a young audience with huge disposable income. Globally, the video-gaming or e-sports industry is seven times the size of the music business and three times the size of Hollywood. In SA, the gaming industry is expected to bring in revenue to the tune of R3.6bn by the end of 2019.
Michael King, head of Reprise Digital (part of the international IPG Mediabrands stable) tells the FM that despite the huge audience of gamers in SA, only a tiny portion of brands are getting involved. "In the past couple of years the gaming industry has grown to half a billion people globally, with the industry showing 30%-50% growth year on year for the past three years," he says...
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