An e-sport team, Team Flash, at the Arena of Valor World Cup 2019. (Photo: Courtesy Team Flash)
HCM City (VNS/VNA) – The e-sports industry promises many
opportunities for brand collaboration, experts have said.

A white book on e-sports recently released by Vero in cooperation with Decision
Lab said brands could enter the e-sports market through activities such as
in-game advertising, cross-platform advertising, tournament sponsorship,
team/player sponsorship, and co-creation.

According to research, forms advertising remains an effective tactic for brands
to connect with potential customers.

About 86 percent of e-sports viewers claim to interact with the brands’ ads.

Over half of watchers trust the products recommended by KOLs they follow, and
42 percent buy such products often and consider them personally relevant.

Besides, unlike traditional sports, e-sports players can also actively create
their own content instead of just consuming content provided by gamers, and
this offers a lot of new opportunities for brands to interact with the public
and co-create high-value content.

Therefore, brands should consider the e-sports industry a “co-business” rather
than a “show-business” and, by leveraging its ecosystem, could reach the public
easily and optimise their campaigns.

In recent years e-sports has developed strongly in Việt Nam and this is
expected to continue.

Like its precursor, gaming, e-sports has changed from being a subcultural
interest to a mainstream cultural force, opening up a wide range of
opportunities for brands.

Vietnam, with a large, dynamic and well-integrated youth population, is catching
up with the e-sports industry. The country is an attractive growth market for
the gaming industry, with one of the youngest populations in the region and the
highest percentage of adult gamers in the world in 2020.

About a third of the population now plays e-sports games.

Do Viet Hung, secretary general of the Vietnam Recreational and Electronic
Sports Association, said: “In 2021 e-sports will continue to appeal to a large
number in Vietnam. In contrast to other sports, the digital nature of e-sports
has allowed it to maintain many of its events and tournaments despite the
COVID-19 pandemic.”

The inclusion of e-sports in the 31st SEA Games should also help enhance its
popularity in Vietnam, he added.

The white book said that while …….


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