Esports are usually called computer games competitions. However, lately this concept has become much wider and now includes exciting shows, breathtaking offline events at stadiums packed to capacity, and a multi-million audience of loyal fans around the world. Is eSports considered a full-fledged sport? Undoubtedly. He has not only the same concepts of ethics, but he also fully complies with the vocabulary definition of sport as a competitive activity that requires certain skills and physical activity. And even more: eSports championships can now be viewed not only on streaming services like Twitch, but also on the popular sports channels esports betting canada. But not all games can be called eSports disciplines, as not all sports are Olympic. Some of the most popular eSports games are DOTA 2, Counter-Strike, League of Legends, and Hearthstone. For many, eSports is simply a collection of games and gamers who compete in them. But in fact, its ecosystem is much more complex and consists of many closely related elements: Multiplayer games, Competitive gaming among fans, Channels or platforms, Competitive gaming for professionals, Teams, Publishers, Brands, Leagues, Fans. All these people are a completely new audience for both small brands and large corporations who want to keep up with the elusive millennials. This audience has a different type of thinking and preference. Games for them are not just entertainment, but a way of life. They really consume pop culture products like movies and music. But most of the time they play with friends. However, this “territory” is still not fully developed, and the brands that have settled on it are already in full swing among the growing eSports community. Take a look at Red Bull, one of the leaders in innovative brand integrations. Tyler Ninja Blevins, one of the most popular streamers in the world, often plays for wear. For Red Bull, it’s normal to be one of its sponsors. So a company can show the quality of its product in practice - for example, during a hardcore gaming marathon. Millions of Ninja subscribers watch him drink Red Bull and keep playing. During their next game, they will undoubtedly choose this energetic thanks to the classic marketing communication model - the endorsant. According to market research, the e-sports audience is more than loyal to the brands that come into e-sports. And her purchases confirm this.

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