Collaborating with esports influencers is more familiar to technology and electronics brands. However, other brands from different industries such as FMCG or fashion can also join the market, regardless of their direct target consumers. According to our esports whitepaper, esports influencers have proven effective in raising awareness and increasing sales for brands, even when their products are not game-related. Specifically, 51% of esports audiences trust products introduced by esports KOLs, and 42% regularly buy those products and find them to fit their needs.
Mr. Kiko Tran, Sales & Marketing Director of Team Flash, shared that to collaborate with esports stars most effectively, brands need to know the essential criteria to evaluate the popularity of esports tournaments. According to Mr. Tran, the most important criteria are ‘Peak Concurrent Users’ and ‘Total Views.’ From such data, brands can make appropriate investment selections and create effective ads. In addition, the audience of each esports game is very different, such as in age or gender. Therefore, brands must study those factors to make the right investments and bring about the highest promotional efficiency. Esports influencers are very different from other influencers, Mr. Tran said, as brands need to pay attention in crafting the content and the collaboration plan suitable for influencers in the most effective way. Mr. Tran used the collaboration between Vietjet Air and Team Flash as an example; Vietjet’s goal is to become the top-of-mind brand for young people and increase brand love. Therefore, sponsoring tournaments and accompanying esports influencers with their airline are valuable because the brand’s presence is highly visible over a long period of time.
Ms. Ivy Chau, Media Engagement Lead at Vero, shared some tips for collaborating with influencers in general and esports influencers in particular. She said that brands should find or create a link between the brand and the influencer and clearly define the expectations of both parties, because the values that esports influencers bring to brands will be different from the values brought on other platforms. In addition, Ivy shared that when Vero decides to collaborate with influencers for a brand, they take into account not only the number of followers or the engagement of the influencer, but also their story, their personality, their ability to create content, and whether they share values with the brand.
Xuan Bach (XB), a professional esports player and an esports influencer with Team Flash, shared that professional esports players often have a rather reserved personalities, so being in front of the camera caused pressure for him in the beginning. When brands come to pro players like Xuan Bach with a specific script, they will not have much room to show their personalities and will eventually lose their naturalness , so he recommends letting them convey the advertising message in their own ways. A good example of this was Xuan Bach’s recent partnership with ZaloPay for a lottery program. To announce the winner of the program, Xuan Bach used his own celebratory way when winning skins in games – that is, playing local lottery music and interacting with the audience, to apply to the event. This resulted in an increase in interaction and closeness to Xuan Bach’s audience. Therefore, brands should find common ground between the content of the esports KOL/streamer and the content of the brand to help them convey their messages in a more natural way.