SBC News Voice of the Sports Betting Industry
In the final part of his eSports series for SBCNews, Alex Fletcher (Founder of Entive Group) examines the development of gamers as the burgeoning sports figureheads and brand influencers. Fletcher notes that creating “star power” may be eSports most interesting and under developed marketing assets
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The often staggeringly large player bases of the more popular eSports titles put top performing professional players in a unique position as influencers.
The global popularity of services like Twitch.tv provides top pro gamers with live access to audiences of fans and supporters everywhere. While the result has been celebrity status and cult followings for top digital athletes, some similar to those of traditional sports stars, very little has been done to maximize this reach within a marketing context.
Traditional sport leagues and organizations have benefited greatly from the marketability of top performing players. The notion of sports superstar as global persona with which brands, media and other stakeholders can profitably associate is well entrenched in 21st century nomenclature. The eSports world has yet to leverage similar models, up to this point; where significant challenges lie in addressing disproportionately short lifespans for professional gamers.
Long careers are a rarity, even for elite digital athletes. Additionally, there is a high rate of burnout amongst pro players. Some pundits point to the premium placed on lightning quick reflexes and decision making skills by some eSports, as primary reason that most playing careers are over by the early 20’s.
However, evidence points to factors such as instability amongst ownership, lack of proportional income generating opportunities, and the stress of playing year-round playing a larger role than previously assumed.
The reality is, while being elite (top 1% of eSports pros) can pay very well, there is much less for those outside that handful. Players must sacrifice a sizable chunk of their lives to pursue a pro gaming career and, sooner rather than later, the costs outweigh the perks. These short careers are not, in turn, conducive to harnessing the brand of star power on which strong marketing efforts are built.
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Alex Fletcher is the eSports talent and intelligence lead at Entiva Group, LLC. Fletcher has deep experience in consulting, software development, industry analysis and recruiting. Alex has a passion for writing, entrepreneurship, innovation and considers himself a life-long learner. Feel free to follow him on Twitter – @FletchUnleashed for the latest eSports news and insights.
