Esports advertising: How brands win over the young target group

If you want to talk to young people today, you can't avoid digital gaming worlds - and therefore not esports advertising. Traditional channels are increasingly losing relevance in the target group between the ages of 14 and 29, while gaming and streaming platforms such as Twitch, YouTube and Discord connect millions of users every day. Brands with an authentic and interactive presence are capturing attention there that is difficult to gain elsewhere. But how do companies manage to assert themselves in this complex arena? And what inspiration do successful examples from practice provide? iROI coaching helps you to develop the right measures for your company and implement them in a targeted manner - from the initial analysis to the continuous optimisation of your campaigns.

Why esports advertising offers so much potential

The number of viewers at major esports tournaments now often exceeds the reach of traditional sports broadcasts. Digital events not only offer an audience of millions, but also the opportunity to place targeted advertising - whether as a sponsor, via product placement, in-game advertising or directly on the popular streaming platforms. One of the major strengths of esports advertising is its clear target group appeal: the so-called GenZ naturally operates in digital worlds and is particularly attentive to brand messages when they become part of the experience. Many companies therefore use special partnerships with teams, leagues or events to reach their target group at eye level - and provide measurable support, for example through social media analyses or a targeted community approach.

A prime example of this is Techniker Krankenkasse, which has been successfully active as a health partner in esports for years. At offline events such as the Uniliga finals, TK ensures the well-being of the players and thus builds a trusting relationship with the community[1]. At the same time, it uses digital channels to specifically address topics that affect young people - such as mental health and work-life balance. Feedback from the target group shows this: Authenticity and added value are crucial to the success of Esports advertising. On the other hand, those who only want to place short-term adverts are quickly perceived as annoying.

New channels, new opportunities: How esports advertising works in practice

As soon as companies enter the field of esports advertising, they discover a multitude of opportunities that go far beyond traditional banner advertising. In addition to traditional sponsorship of teams or leagues - such as Deutsche Telekom's sponsorship of the Uniliga - there are numerous innovative approaches, which we present below.

In-game advertising and product placement

The integration of brand messages directly into the gaming environment is one of the most promising forms of esports advertising. Logos, products or short video adverts appear on the perimeter boards of virtual football stadiums, for example, as they are known from classic sports broadcasts[4]. Meanwhile, product placement goes even further: Nike, for example, designed its own jerseys for the Chinese League of Legends Pro League, attracting enormous attention[3]. This success shows how important targeted and authentic embedding is - so brands are not perceived as foreign bodies, but as part of the gaming culture.

BEST PRACTICE at company XYZ (name changed due to NDA contract) and then the example with at least 50 words.

A major sporting goods manufacturer worked with iROI-Coaching to realise a comprehensive in-game advertising campaign in a popular football game. The brand not only placed its logo on virtual boards, but also brought player items such as skins and jerseys into the digital shop. Accompanying social media campaigns and exclusive giveaways on Twitch made it possible to actively involve the community and build lasting brand loyalty. The campaign was continuously optimised using streaming analytics and thus achieved a significantly higher response than traditional online advertising.

It is important that in-game advertising is not perceived as annoying. According to a recent study, over 60 % of players find in-game advertising annoying, especially if it is not harmoniously integrated into the gaming experience[7]. Companies should therefore always test and iteratively improve together with the community.

Community building on Twitch, YouTube & Co.

The most important platforms for esports advertising are undoubtedly Twitch and YouTube, but Discord, Steam and Reddit also offer a wide range of opportunities for direct dialogue with the gaming community[6]. Brands can not only place traditional adverts here, but also make a name for themselves through participation and interaction. Companies that organise tournaments, produce their own content series or recruit influencers as brand ambassadors, for example, create lasting attention.

BEST PRACTICE at company XYZ (name changed due to NDA contract) and then the example with at least 50 words.

A well-known beverage brand launched a campaign together with iROI coaching, offering exclusive competitions and interactive live polls during a major esports event on Twitch. The community was invited to create and share their own content - such as memes or creative reactions to the campaign. At the same time, the chat was moderated to enable an open dialogue. The combination of sponsorship, user-generated content and social listening led to a noticeable increase in brand awareness and a broad anchoring in the target group.

Another example can be found at Deutsche Telekom, which, as the official partner of the Uniliga in Germany, not only provides a logo presence, but also technical solutions for broadcasts and community management. This creates real added value for everyone involved.

Physical presence at events

In addition to digital channels, physical presence at esports events remains a decisive factor. Brands can place their products directly with players and spectators - for example through giveaways, pop-up stores or interactive experience zones as part of major tournaments. This turns advertising into a real event for the community and brings the brand to life.

BEST PRACTICE at company XYZ (name changed due to NDA contract) and then the example with at least 50 words.

An international tech company realised a gaming lounge area at Gamescom in cooperation with iROI-Coaching. Visitors were able to test innovative devices, complete exclusive challenges and chat directly with developers. The event was accompanied by a livestream on Twitch, where interactive competitions and live interviews provided additional drive. The synergy between the physical and digital experience led to lasting brand awareness and a significant increase in reach.

Measurability and optimisation: how to keep esports advertising successful

A major advantage of esports advertising is the precise measurability of campaign success. Platforms such as Twitch and YouTube offer detailed tools for analysing reach, stream time, average viewing time and chat activity[3]. This allows companies to quickly identify which measures are having an impact and which adjustments need to be made. iROI coaching provides support in defining the right KPIs, carrying out impact analyses and optimising the campaign on an ongoing basis.

One example of this is the continuous adaptation of advertising formats: Many brands now rely on a mixture of short-term activations and long-term partnerships. In this way, spontaneity and sustainability can be optimally combined. At the same time, it is advisable to pay attention to new trends such as interactive advertising formats, augmented reality or NFTs, which are becoming increasingly present in gaming culture.

The challenge for companies is to find the right mix of presence, authenticity and innovation. Those who understand the needs of the community and actively integrate them will gain their trust and attention in the long term.

My analysis

Esports advertising is no longer a niche topic, but a key success factor for brands that want to reach young target groups. The combination of digital proximity, innovative advertising formats and a direct community approach creates unique opportunities to stand out from the competition. Companies such as Techniker Krankenkasse, Nike and Deutsche Telekom show how it is possible to have an authentic and effective presence in esports. It is crucial that the measures not only have a superficial effect, but also offer real added value for the community.

iROI-Coaching accompanies companies on this path and supports them in developing, successfully implementing and continuously optimising the right formats. In this way, esports advertising not only becomes a source of inspiration for marketing, but also a door opener for digital innovations and sustainable brand loyalty.

Further links from the text above:

See for example the following articles:
Marketing in esports - strategies and examples [1]
E-sports: How to win the digital advertising competition [3]
Status quo of esports worldwide and in Germany [5]
Statista: Esports market forecast for Germany [9]
Esports marketing: The 10 best strategies for sports betting [2]

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