Major brands go after 115 million E-Sports fans

Three major brands have announced that they will be sponsoring the airing of an e-sports competition segment on TBS, namely Arby’s Restaurant Group Inc, Anheuser-Busch InBev NV, and Pizza Hut. This was according to an article by Market Watch, which also mentioned that Geico of Berkshire Hathaway Inc. will be the sponsor behind two of the professional teams to compete during the event.

The article mentions that Arby’s Restaurant Group Inc. will be spending around $5 million on marketing activities related to e-sports. Anheuser-Busch InBev NV will be using the opportunity to promote their Bud Light product to viewers as well.

A major reason for the sudden interest of big brands in events that were considered little more than kids’ games is the number of viewers of e-sports. According to the research firm Newzoo BV, the monthly viewers of e-sports reached a peak of 115 million in 2015. The firm estimates that by 2019, the number of viewers could easily surpass 215 million.

“As a marketer, we would be foolish to turn a deaf ear to the size of the audience,” Bob Ruhland said.

Ruhland is head of marketing for Buffalo Wild Wings Inc. The company is also a sponsor of “Eleague” which will air on TBS.

Speaking of the TBS program, Tech2 spoke to one of the players of that will be participating in upcoming the competition. Sean Gares, 27, has been playing video games in a professional capacity for years. He hopes that the gaming league which is set to last for 10 weeks will finally gain e-sport competitors some respect.

“I think it takes (competitive gaming) to the next level,” Gares said. “There’s still that stigma that eSports athletes are acne-ridden nerds playing World of Warcraft in their parents’ basements. I think this will help erase a lot of that.”

The interest by big brands to finally sponsor an “Eleague” seems to indicate that Gares might actually get what he wants.