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Brands

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Brands' White Label Tournament Viewership

Bud Light recently hosted an online tournament over 4 days where various streamers competed in a series of games, garnering over 60,000 views during the peak of the tournament. We explored how other branded tournaments have performed to identify if there is a formula to success. Having partnered with

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The Banking Industry in Esports - Q3 2020 Update

As of August of 2020, more new banks have gotten involved in esports than the entire of 2019. In May, we conducted an industry analysis on the number of new banks getting involved in esports either through partnerships or campaigns each year. We predicted that 2020 would be on track

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Remote Opportunities for Brand Exposure

In the last 3 months, there have been 166 new team sponsorships globally. As more eyes than ever are on gaming and gaming content, it is important to keep up with online culture and stay relevant. We’re highlighting some of the creative ways brands are continuing to collaborate with

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Partnerships in the League of Legends Esports Ecosystem

When it comes to esports tournament partnerships, there are regional and global opportunities. Many tournaments like League of Legends esports, are publisher-run, while other tournaments for other games like CS:GO can be run by a third-party organiser. In the League of Legends esports ecosystem, there are 12 regional leagues

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Does Violence and Realism in Shooting Games affect Brand Involvement?

With the release of Riot Games’ new first-person-shooter, Valorant, we analysed brands’ relationships with shooting games. Particularly, the types of partnerships that games with varying levels of gore or realism attract. While some brands see the games as entertainment, others may worry about its connotations to real-life violence, and how

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The Banking Industry in Esports

In April 2020, Barclays was announced as the headline sponsor of UKLC (UK League of Legends Championship). This is part of a growing trend where each year we are seeing more and more banks getting involved with esports and gaming, with 2019 seeing an influx of North American banks. This

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Case Study: BMW's United in Rivalry Announcement Engagement and Views

On 16th April 2020, BMW Group announced an expansion of their Cloud9 partnership with the partnership of 4 more global esports teams at the same time, through the campaign #UnitedinRivalry. Since all the posts were almost identical, we took the opportunity to compare the level of engagement and number of

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The Landscape of Automotives in Esports and Gaming

How are automotive companies navigating partnerships in esports and gaming? You may think that automotive companies are more likely to sponsor sport-focused games, particularly in racing. However, brands are choosing to be involved with games like Counter-Strike and League of Legends that attract mass audiences that represent their target demographics:

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How Important is Winning an Esports Tournament for Brands?

We looked at the change in social media following for tournament winners in 2019 and determined that a win for a team is also a win for their brand sponsors. Established teams have gained between 4-11% growth in their Twitter following after a tournament win. While underdogs or teams who

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Case Study: Doritos and Pringles compete to be gamers’ favourite snack

Doritos has always been known as the go-to snack for gamers, but in 2020 Pringles began emerging as a fierce competitor. Here are some examples of what the two snack brands have done in esports and gaming between 2019 and 2020. Pringles is taking a strong approach to reaching large

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In-depth Insight: Mastercard's Marketing Strategy in League of Legends vs. Rugby

In 2019, Mastercard sponsored both the Rugby World Cup and the League of Legends World Championships. We put together a short case study of their esports marketing strategy, compared to their strategy in traditional sports. Looking at both strategies, we see that Mastercard adopted a similar strategy for both global

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Top 10 Brands with the Highest Reach through Team Partnerships

Partnership strategies for brands in esports and gaming can vary between going for large reach or penetrating a wide variety of localised markets. Nissan has the highest social media reach via their esports team partners, by partnering with just 2 teams. Alternatively, Logitech G  and Twitch manage partnerships with 50