Traditional sports are on the minds of those in the esports industry. Though each industry is in a different place, people in both esports and traditional sports are valuing player insight. Both tired of hearing the word “authentic.”
There are lessons to learn. Both good and bad that esports can take from traditional sports.
One constant in traditional sports is the continued development of performance-based equipment. This concept is no different in esports. Constant upgrades in technology focused on speed and improving game play.
However, we’ve started hearing about several clear shifts in what esports performance equipment will look like.
Omen launched its HP Omen Mindframe Gaming Headset with active cooling technology. All based specifically on feedback from gamers. Esports players have had major issues with their headphones. They get hot after being worn for 8 hours of gaming. As a result, Omen created a specialty product that never would have been created without player insight.
K-Swiss launched a performance-based shoe in partnership with the Immortals. It is not a lifestyle shoe (although they will have those too). This shoe has been co-designed by teams to help their in-game performance. Player’s input drove the creation of the technology.
“We embrace our players’ unique styles and understand that personal expression and performance are uniquely tied together.” Said Noah Whinston, Immortals Executive Chairman.
Brands are needed – and so are their dollars.
As a result a clear fear factor that exists from some brands on entering the esports space.
Selling sponsorship comes down to the opportunities you can present to a brand that helps them meet their challenge. Traditional sport teams use social media, players, and team assets to grow their sponsorship platform. Because of this Esports are now starting to build out their assets in this way. The challenge will be to maximize each platform and create custom content.