Esports Influencers: The New Heroes Of Video Game Marketing In Southeast Asia
Esports influencers are in high demand among Southeast Asian marketers for product endorsements and advertising.
The accelerated gaming content consumption in Southeast Asia has contributed to the speedy growth of the esports industry, so much so that in Thailand, esports is considered a professional sport. Numerous gaming enthusiasts are now following esports influencers for entertaining and fun video game content.
According to research from 80.lv, there will be 1.47 billion active gamers in the Asia-Pacific region by the end of 2022. The study also reveals that the esports industry in Southeast Asia is estimated to generate $82 billion in 2022, accounting for 55% of the world's revenue.
With gaming content becoming mainstream, brands and marketers are now looking for ways to partner with esports influencers and leverage their fan following to reach the gaming audience. Companies like Coca-Cola, Adidas, BMW, and Mercedes, are among the big corporate names that put their money into esports influencer marketing.
If you want to follow in the footsteps of leading brands and leverage esports influencers for your next marketing campaign, stick to the end of this article. We have answered questions like who esports influencers are, why they are rising in popularity in Southeast Asia, and how you can benefit from their popularity and use them in your marketing campaigns. Also, we have listed the top 5 esports influencers in Southeast Asia.
Let's dive right in!
Who are esports influencers?
Esports influencers are professional gamers who compete with other players in gaming tournaments. These tournaments are organized by esports companies like Ampverse, ONIC Esports, Team Flash, Fnatic, and more.
The esports influencers are like athletes and have a massive following of gaming fans who show up at the tournaments to support and cheer their favorite players.
Esports vs. gaming influencers
Although esports influencers sound much like gaming streamers, there's a slight distinction.
Gaming influencers are gaming content creators who churn out interesting and entertaining content to engage the audience and boost their followers on social media channels. By doing so, they earn brand collaborations with multiple companies wanting to get their products endorsed.
On the other hand, esports influencers are full-time video game athletes who play tournaments and have to follow strict routines to upgrade their skills. Depending on their future goals, these influencers may or may not be content creators. Some esports gamers prefer content creation outside tournaments, so they live stream on Twitch or YouTube and share posts and videos on social media.
With more and more esports influencers now entering the content creation space, the line between esports players and casual gamers is blurring. Brands collaborating with gaming influencers are currently looking into the esports industry for fresh talent who can endorse their products, especially in Southeast Asia.
Related: Dwayne White Jr. On How Gaming Influencers Help Brands Bond With Their Target Audience