At the breakfast briefing of the Marketing Club Austria (MCÖ) in cooperation with Purple Media on September 10th in Vienna, everything revolved around the question of how brands and companies can benefit from partnerships in the gaming and e-sports sector. Using the example of A1 eSports and other best practices, valuable insights into the gaming world were provided.
Understanding e‑sports: who the gamers are and what motivates them
After introductory words from Purpur Media founder Bernd Platzer, Harald Koberg, from the Office of the Styrian State Government and the Ludovico Association, kicked off the event with his opening keynote address entitled “Who ‘the gamers’ are and what makes them angry.” Koberg explained that many gamers have withdrawn into their own online spaces because they feel they often have to justify themselves. “They don’t want to be labeled as addicts with the potential for violence and so they often keep to themselves,” said Koberg. He also emphasized that those surveyed often do not see themselves as “gamers” and tend to assign this label to others.
Why brands should take gaming seriously
“Why you should take the target group of gamers seriously and which strategies you can use to score points,” answered Sarah Schwarzinger and Johannes Riepl from the media agency Mediaplus. Riepl emphasized: “Gaming has become mainstream and is becoming increasingly popular. It is the most successful, yet also the most underestimated player in the entertainment industry.” Schwarzinger emphasized that long-term partnerships are essential in gaming. You have to learn to know and respect the game and the audience, involve the community and speak their language, she explained. Disruptive ads that interrupt the flow of the game are an absolute no-go. Brands have to find creative ways to authentically integrate themselves into gaming culture. In addition, both warned of the challenges. “The market is fragmented and complex. Gaming marketing touches on numerous disciplines and requires a very targeted approach. Brand safety traps also lurk in gaming environments,” said Schwarzinger.
A1 eSports: Authenticity as the key to success
Irina Kuntze, head of the A1 eSports League Austria, also emphasized this in her presentation “How brands and companies benefit from sponsoring the A1 eSports League Austria” and presented the league’s impressive successes. “With A1 eSports we have already achieved over 50 million impressions,” emphasized Kuntze. The key to success is to remain authentic.
“By gamers for gamers – the focus is on the community. We are slowly building up the branding and integrating partners authentically ‘in use’,” she explained. “Stay hungry, stay foolish” was her final appeal to the 100 or so members and guests at the Jaz and the City Hotel Vienna. MCÖ Managing Director Regina Loster took over the farewell and pointed out the colorful autumn program. On September 16th there will be a club evening on the topic of sports sponsorship and on September 25th the next Digital Marketing Experts on “Growth through AI: New Ways in Social Media” will take place.
