(Photo by Jens Schlueter/Getty Images) If you browse your Twitter feed or turn on your local news, you are sure to see something related to esports. While the mainstream media and the non-endemic brands of the world are finally catching up, the trend of utilizing video game content creators or “streamers,” as part of a brand’s marketing campaign is not a new fad.

In fact, online content streamers, in particular, those who utilize YouTube or Twitch’s streaming platform have been around and involved in these types of activations for several years. In 2017, according to Forbes, several of these online content streamers grossed several million dollars, including Felix “PewDiePie” Kjellberg ($12 million) and Logan Paul ($12.5 million).

As brands attempt to further integrate and market their product to the esports demographic and as esports press outlets continue to spotlight the individual competitive gamer, the focus and use of professional competitive gamers as part of a brand’s marketing plan has become prevalent. For instance, Intel recently entered into a sponsorship arrangement with Team Secret’s professional Counter-Strike: Global Offensive gamer, Julia “Juliano” Kiran.

This action is different than how many brands have proceeded. They initially solely utilized traditional video game streamers, who may not be competitive gamers, for their branded activation.

These companies also have traditionally focused solely on sponsoring and publicly aligning themselves with the esports organization or team rather than with the individual player. In recent months, this has begun to change due to the immense skill that these professional gamers exhibit. Read more from sporttechie.com…

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