The importance of flexible tools in esport marketing
Created in collaboration with Omnicoach.
As more marketing managers and marketing agencies turn to the esports audience, storytelling has become more and more important. Flexible tools, such as those offered by Omnicoach, give brands creative control and nurture their creativity so they can tell compelling stories that customers will remember.
One of the biggest misconceptions about marketing to esports fans is that all audiences are the same. If you’re new to esports marketing, approach video game communities like you would social media, as each has developed their own tone and dedicated audience. While Instagram focuses on beautiful photography and hashtags, TikTok is precise and fun. Likewise, a strategy for League of Legends fans may be different than for those who play VALORANT.
For this very important reason, esports storytelling tools need to be as flexible as they are effective. In addition, marketing tools should reflect the personality, mission and individual goals of each brand.
Three flexible storytelling tools
Hungarian startup Omnicoach has created a white label gamification and monetization system that integrates marketing campaigns into challenges within League of Legends and VALORANT. To put it simply, anyone can launch a campaign and offer prizes or discounts to players just to achieve a flexible set of goals.
Here are three of the many ways this system can help you tell your story:
# 1 – Your story, your path
Omnicoach being a white label platform, each configuration is personalized according to its user. This means that the campaign website integrates seamlessly with the brand’s voice, color schemes, languages, etc.
There is nothing more frustrating as a marketer than being confined to someone else’s tools. Plus, a blocky interface can make the difference between public participation and total ignorance of a campaign.
“Brands are like artists,” Omnicoach founder and CEO Dániel achgoston told Esports Insider. “Everyone has their own style and preferred medium. You wouldn’t tell Picasso to color the lines, and we don’t tell brands and marketers how to tell their stories. We just give you the art supplies, if you want.
# 2 –User Generated Content
A positive interaction with the brand becomes a part of a consumer’s life just like a good memory. This is especially true for gamers, who seek satisfying achievements and experiences in a digital environment.
Through the Omnicoach platform, anyone from a talent agency to an esports team or a marketing company can deliver branded experiences. Participants are presented with a set of challenges to complete, such as “destroy an enemy tower / inhibitor before a certain minute in League of Legends or” broadcast the peak in a single match at least five times in Valorant “.
Players who participate in these custom challenges enter to win by uploading their video clips to the AI video analysis tool. Omnicoach’s own image recognition system verifies that the challenge has been completed, and presents the reward, etc. depending on the campaign.
A campaign with Japanese esports organization DeToNator allowed more than a third of participants to share their results on Twitter. In fact, Twitter impressions for the esports organization increased tenfold during the campaign.
# 3 – Data held
Omnicoach’s white label campaigns compile data automatically, so there’s no need to worry about complicated setups or monitoring. White label partners also own all the data from a campaign. This allows marketers and decision makers to adjust their approach to storytelling or take inspiration from new ideas.
As always, return on investment is imperative for a successful marketing strategy. Pilot campaigns with Omnicoach have shown that the cost of user acquisition has dropped significantly compared to traditional efforts, such as a banner on live video. Additionally, more than two-thirds of participants preferred to work for their reward rather than watch traditional advertising.
According to Smart Insights, 92% of marketers see video as an important part of their marketing strategy, up from 78% in 2015. As demand for video content increases, marketers will not only need to adopt this strategy, but also adopt new ways to stand out from the competition.
There’s a good reason more than $ 833 million will be invested in esports sponsorships and media rights in 2021. As we’ve seen over the years, the gaming audience is young, tech-savvy. and early adopter. This makes them especially attractive to marketers from all industries. Just like every video game tells its own story, every brand can do it, provided they have the right tools.
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