Sexy sports: Brands and the untapped potential of e-sports

Brands should consider investing in esports for its untapped potential, says EVOS Esports’ Allan Phang, and because they will be targeting the next generation of consumers.

Esports may be similar to traditional sports but, when it comes to the former, parents think it’s just a bunch of kids playing video games in front of the PC, said Allan Phang, regional head of marketing, EVOS Esports.

“But it’s more than just that,” he said at the recent virtual APAC Digital Summit organised by Meltwater, where he discussed how brands and marketers can invest in esports and exploit its hitherto untapped potential.

Phang noted the prize money of over US$30m at global events in New York, Shanghai and Kuala Lumpur, proving that esports is more than just child’s...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands