While billboards, TV ads and newspaper listings all remain a popular route for gaming developers, capturing a digital market is now the prized goal for companies all over the world. Buoyed up by the popularity, cost-effectiveness and scope of social media, marketing has taken on an entirely new direction over the last decade and a half. 

Those gaming companies that can capture this market are more or less guaranteed to turn their business strategies into successful sales. However, with online businesses now having to contend against global competition, it is becoming increasingly difficult for people looking to get started in digital marketing. 

Today, we’re going to examine some of the techniques that other industries and influencers have used over the last few years, which have proven to be successful.

The Invaluable Presence Of Digital Marketing 

For years now, the companies that have been able to find the most success in digital marketing have targeted mass markets. In the gambling industry, many of the previously localized businesses that operated within this sector were now faced with the challenge of reshaping their marketing and projecting it to a global audience instead.

Some of these companies relished the challenge. In fact, for some gambling firms, this was the catalyst which catapulted them to global success. A number of new markets have emerged due to the immeasurable success of online gambling, with gaming companies and niche eSports markets finding an audience, too. So long as there’s a professional competition and an interested audience, there’s now a gambling market that underlies it. 

Counter-Strike 2 (CS2) is one of the best examples of a game that has been able to harness the power of a global community and appeal to a broad, international audience. You only need to take a look at the latest CS2 odds to see just how much scope now exists in this market, but without the power of marketing behind it, many of these gambling platforms would not have been able to achieve the remarkable success they have since the beginning of this decade. 

In the modern gaming market, CS2 gamers now use the internet as a one-stop shop and resource, looking for the best CS2 game settings, online communities, and influencers who can give them tips to improve their game. So, in hindsight, it is evident that eSports marketing would follow a similar pattern.

Find Your Niche

There was a time when eSports was a niche within the juggernaut that is the gaming industry. Companies were reluctant to spend money trying to develop ideas that were not seen as either profitable or popular. By the early 2010s, it became clear that the new battleground for eSports marketing was in the realms of streaming sites like YouTube and Twitch.

Professional gaming influencers who were able to establish themselves as some of the leading names in the market were not in the business of making updates on their smartphones, but they were used as a tool to collect information, stay in tune with the industry news, and post links and comments to their social media channel to keep generating engagement. 

Saudi Arabia is looking to become the new hub of eSports, with a staggering record-breaking prize pool of $60 million available in the 2024 World Cup last summer. So, with such money flowing into the industry, there’s clearly a tremendous amount of potential for those looking to master marketing from their phone. 

Target The Right Market

Advertising costs have dropped significantly now that legacy media have had to adapt to the rise of smartphones and social media. If you are somebody who has a keen interest in eSports marketing, then directing your strategies and marketing ideas via certain routes and integrating specific ideas is the best route you can take.

You might have a great idea to market a new eSports tournament, but if you are not using the right channels and tapping into the right community, then your strategies and ideas might struggle to get off the ground. For instance, if you are looking to launch a new Madden eSports tournament online, then tailoring it to this market is key. 

Look for forums, sub-Reddits, and gaming communities that congregate and watch other sports gaming influencers; channel your efforts into the right areas. There’s no direct route or quick fix that is guaranteed to work; you must ensure you have a passion and drive to put the work in. So long as you tick these boxes and adopt a pragmatic approach to find an angle where you can find success.

Set Realistic Goals

While it’s always a good move to set goals and targets, it’s also important not to get too carried away with ambitious or idealistic goals. Ultimately, embarking on a marketing approach in any sector should be driven by a passion for gaming and a desire to connect people across the industry with the right products. 

You’re not always going to get it right, but as long as you have the right approach and a genuine interest and passion for your business and developing your marketing skills, then you will be able to carve out a space in the market for yourself.