Mettlestate is a premium esports and gaming authority in South Africa aiming to be the leader in content creation by combining outstanding production, excellent talent and lively events to cultivate more interest in the competitive gaming industry as well as complement the casual video gaming scene.
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WHY BIG BUSINESS NEEDS TO CONSIDER GAMING PARTNERSHIPS
Mettlestate Big Brands Press Release
Johannesburg, 03 June 2021: Any big brands who are not partnering with esports and gaming companies for marketing and exposure may want to reconsider, according to Barry Louzada, Managing Director of esports and gaming content specialist platform, Mettlestate. Here, Barry shares a few compelling reasons to jump onto the gaming bandwagon – and soon.
“One of the biggest things that COVID-19 has done in the gaming community is open the door for non-endemic brands – or brands traditionally or organically not associated with gaming – to capitalise on gaming platforms for exposure.
“Although, non-endemic is perhaps a term that is too loosely used in a sense. Any brand could, in theory, be considered endemic to gaming. Just like any other audience around the world, gamers consume everyday products. They eat, drink, use household detergent, drive cars and live their everyday lives, just as everyone else does.
“Contrary to what some may believe, gamers are not troglodytes that live in caves and speak to no one. In fact, gamers are probably the most engaged and communicative audiences on the planet. Nobody lives in a vacuum. And even though the pandemic shut the world down, gamers carried on as normal.
“Gamers have spent years communicating online, using the internet as a tool to master new skillsets, improve themselves, connect, stream and live their lives in the online world. You might say that gamers have actually spent their entire lives training for our current circumstances.
“The esports community has proved to brands during the pandemic that the world is capable of continuing uninterrupted. But many brands missed the boat. Brand managers, in a few cases, have overlooked the traditional sports element that is present in gaming from a spectator point of view. Popular sports like cricket, rugby and soccer are very much akin to esports in spectator value – and the number of esports spectators is growing by the day.
“For brands to take advantage of connecting with people in the gaming space, they need to understand that the game is on for them to get in on the ground floor – particularly in Africa. Esports, like any other popular sporting platform, has a dedicated fan base that is passionate about the content they choose to view. And there are media spaces that brands can take ownership of, just as they would at a Kaiser Chiefs and Orlando Pirates derby match.
“There is space for banners, sponsorship, publishing rights and more. It’s as simple as having a conversation with gaming content experts and aligning the brand with the right content and audience. The key is to talk to the right people – who know the gaming landscape, having immersed themselves in the business of gaming completely.
“The South African gaming market is growing rapidly. As a continent, Africa is still catching up in terms of drawing big gaming audiences. But in many ways, it’s an audience that is untapped. The scope for growth in Africa is immense. Looking at the likes of Overwatch, Apex, League of Legends and Call of Duty in mobile gaming, the momentum they are gaining on the continent is massive in the professional gaming space.
“Mobile gaming is becoming a major catalyst for inclusion – of more players, wider audiences and undeniable marketing opportunities. The stakes are getting higher; prize money is increasing and popularity is on a rapid rise. In tournaments like the League of Legends Mid-Season Invitational overseas, big sponsors like Verizon are stepping up. In Africa, there is space for similar partnerships to come – and no better time to get started than now. The iron is scalding hot.
For more details on opportunities for branding, advertising and even ownership around an esports cup or event, please send your details on the sportstravel.co.za contact us form and one of our marketing agents will be in touch with you.
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