International marketing firm We Are Social intensifies global strategy for gaming industry
We Are Social, a leading international social media creative agency, is formalizing its offer in esports, responding to the growing demand from marketers. The agency aims to leverage its expertise in social media to benefit the gaming industry.
According to the Digital Report for 2021 by We Are Social, the average daily playtime for video games on gaming consoles is one hour and 12 minutes. This data reveals the daily playtime for video games on gaming consoles, as per the report.
The agency's expansion into esports comes as gaming has become a core business offer for its clients in recent months. We Are Social employs approximately 1,000 people globally and aims to work with both brands and developers around the world to connect them with gaming communities.
One of the campaigns created by We Are Social was for Global Pride's annual parade on Animal Crossing, a popular social simulation game. This event exemplifies the blending of social causes with gaming environments, as Global Pride uses the platform to stage a virtual parade promoting LGBTQ+ visibility and inclusion.
Esports marketing collaborations are forecasted to grow by leveraging digital innovation, influencer authenticity, and cross-platform integrations while supporting social engagement. This evolution signals that brand-developer partnerships will increasingly focus on immersive, cause-driven campaigns that resonate deeply with diverse gaming communities.
Growth in sponsorships and advertising is a key trend in esports marketing, with sponsorships and brand partnerships being the largest and fastest-growing revenue segments. Influencers, including VTubers and gaming streamers, have become pivotal for authentic engagement, with brands increasingly partnering directly with such creators or even creating branded personas.
Marketing is moving beyond traditional advertising to interactive formats such as playable ads and in-game events, which enhance user engagement and brand recall by integrating marketing into gameplay. Cross-media partnerships, such as Spotify’s Music Hub for the Esports World Cup, blend entertainment elements (music + gaming) to create richer fan experiences and strengthen emotional connections with brands.
In summary, We Are Social's expansion into esports is a response to the increasing demand from marketers. The agency aims to leverage its expertise in social media to benefit the gaming industry, working with both brands and developers around the world to connect them with gaming communities. The current trend and forecast for esports marketing collaborations emphasize integrated, immersive, and innovative campaigns that leverage streaming, influencer partnerships, interactive content, and in-game activations to engage diverse and global gaming audiences.
- We Are Social's involvement in esports might extend to cybersecurity measures, ensuring the safety and privacy of sensitive data and cloud-computing systems related to the gaming and sports-betting industries.
- The expanding esports market presents a unique opportunity for technology companies, with artificial-intelligence applications potentially revolutionizing game development, player training, and audience engagement.
- As esports grows in popularity and scope, multidisciplinary collaborations between sports organizations, technology firms, and marketing agencies may lead to the development of state-of-the-art entertainment systems that merge sports, gaming, and music for a captivating user experience.
