“In Spain there are people who are beginning to consider becoming a professional gamer and brands are betting on them.” (Chema Cuesta, PHD Spain)
Bilbao recently hosted one of the most prominent international advertising communication festivals – El Sol – and opened its doors to talks, debates and analysis with sector experts and media professionals.
Chema Cuesta, Creative Content & Brand Experience director of PHD, delivered a session on one of the disciplines that has grown the most in the world in recent years and that continues to gain ore traction in Spain, eSports.
In an interview with MarketingDirecto, Cuesta outlines a clear difference between the concept of video games and that of eSports.
“An eSport is a video game that is created and conceived so that there is a competition around it,” he explains.
With estimated revenue of €1,400 million by 2020, there is no doubt that the video game industry in Spain is in full expansion. However, acknowledges Cuesta, there is still a long way to go to be at the level of markets such as Korea.
That being said, “there are already people in Spain who are considering becoming a professional gamer and brands are betting on them.”
This new professional profile is characterised, unlike popular belief, by discipline and perseverance. “We are talking about people who dedicate 12 hours daily, do not have weekends, who are constantly practising and rehearsing. They are people who, on a professional level, can make a living from it.”
The ability to attract mass audiences from these gamers offers brands enormous opportunities. “It’s a young audience, but it also drags another one, a little older with a higher purchasing power, which spends more.”
Among the brand initiatives that we are beginning to see in Spain in the gaming world, HP is positioned as one of the companies that has bet most on this industry through the launch of a gaming line and the creation of a Campus content platform OMEN, in collaboration with PHD.
“We detected that there was a potential audience in Spain of more than 15 million players, equating to 1 in every 3 Spaniards as a gamer,“ says Cuesta about the origin of the action.
Recently Burger King won huge recognition with the activation it launched together with PlayStation, offering users the possibility to place their order without interrupting their gaming experience.
“I think that little by little brands will be integrated. Although right now the most natural integration is from a placement in games, I think it will evolve towards a more natural integration within the interrelation with the target,” says Cuesta.
When it comes to launching this type of project, although the opportunities are numerous, there are also complex challenges, especially when the target is a young audience who tend to use ad blockers, who consume content on demand, and demand an immediacy that does not always benefit brands.
To reach an audience in an effective way and in an environment in which the flow of information is incessant, understanding the interests and needs of the target is key. In this sense, the data becomes the key that opens the door to the consumer.
However, complying with the recent GDPR has put many companies in the sector in check.
“It’s an issue that we have to take into account in any type of activation if we ask for information from the audience, because it can lead to a problem,” admits Cuesta.
You can see the video of the interview in this link.