The 2024 Playbook for Authentic Engagement in Competitive Gaming
Leading esports platform Challengermode and sponsorship analytics company Shikenso Analytics have teamed up to publish their 2024 Playbook for Authentic Engagement in Competitive Gaming.
Introduction
In the dynamic landscape of gaming and esports, authenticity is not just desirable; it's a non-negotiable prerequisite for brands aiming to build meaningful connections with gamers. This concept, though widely acknowledged, is often misunderstood or inadequately implemented. The "2024 Playbook for Authentic Engagement in Competitive Gaming," developed by industry leaders Challengermode and Shikenso, offers a first-of-its-kind guided tour of the esports landscape, emphasizing the indispensable role of authenticity in brand interactions.
The Importance of Authenticity
As the digital landscape becomes increasingly saturated, the difference between memorable brand interactions and those deemed 'cringe' by the gaming community can hinge on the authenticity of engagement. With its rapid growth and evolving dynamics, the esports industry presents both a golden opportunity and a minefield of potential missteps for brands aiming to connect with its many communities.
Key Insights for Stakeholders
The playbook explores the crucial aspects of brand integration into the esports world, from understanding the diverse gamer demographics to leveraging competitive gaming platforms for impactful connections. Stakeholders across the spectrum, including game developers, tournament organizers, and marketing strategists, will find invaluable insights into crafting strategies that resonate on a genuine level with gamers.
Philip Hübner, Chief Business Development Officer at Challengermode, said: “In today's esports world, authenticity isn't a bonus-it's essential. Through our '2024 Playbook,' created with Shikenso Analytics, we're guiding brands on how to genuinely connect with gamers. It's not just about advertising; it's about understanding and becoming a meaningful part of the gaming community. This whitepaper is our blueprint for building real, respectful, and impactful relationships in competitive gaming.”
Benedikt Becker, Marketing Director at Shikenso Analytics, said: “Competitive gaming. Once overlooked by brands, this space is now seen as the biggest opportunity to engage younger audiences. To truly connect with gamers, brands must do their homework. They must delve into the data, understand the language, and grasp the geographical and demographical nuances within the community to build authentic connections.”
The Blueprint for Success
The playbook emphasizes the long-term over the short-term, guiding brands towards establishing lasting connections rather than fleeting engagements. With a focus on strategic choices, from selecting the right KPIs to integrating competitive gaming into broader marketing campaigns, the whitepaper outlines the road to authenticity and success in esports marketing.
For brands looking to make their mark in the esports industry without falling into the 'cringe' category, this whitepaper is an essential read. Download the full whitepaper for free to ensure your brand's engagement strategies are as authentic as the games and communities at the heart of this dynamic industry.