Esports has grown from a niche hobby to a billion-dollar industry. Because of its popularity, esports tournaments draw large crowds, with the Esport World Cup 2024 having 500,000 average viewers. Meanwhile, as reported by Statista, live-streaming games are raking in a whopping USD 13.65 billion in revenue in 2024!
Therefore, brands must pay close attention to the esports industry and marketing and leverage this golden opportunity to grow their businesses.
In this piece, you, as a brand owner or a digital marketer, will learn about esports marketing, particularly:
- Importance of Esports Marketing
- Esports Consumer Insights
- The Key Trends in Esports Marketing in Singapore
- The Future of Esports Marketing in Singapore
Importance of Esports Marketing: Why Brands Should Pay Attention
Esports marketing is more than a trend. It is a strategic way for brands to connect to younger, digital-native audiences in Singapore and globally. The esports audience is diverse and incredibly loyal, comprised of passionate gamers who are influential among their peers or viewers.
For brands, getting into esports marketing means accessing the younger demographic, which is challenging to reach with traditional marketing and repetitive social media marketing techniques.
Since esports is a relatively new industry, brands can position themselves as modern, innovative, and tech-forward, which resonates well with their target audience.
In addition, esports and gaming are highly interactive. Because of this, brands can expect high engagement and deeper brand loyalty. If they do esports marketing right, they can reap long-term relationships with consumers on top of high sales conversions.
Concerning sales conversions, brands may think that the younger generation has limited purchasing power because of their current season in life. But the numbers tell otherwise. Here are some of the salient esports statistics from Statista that will blow your mind:
- In 2024, esports will have a revenue of USD 4.3 billion!
- The industry shows a 7.10% CAGR and can grow to USD 5.7 billion by 2028.
- By 2028, the esports industry will have 867.1 million users worldwide.
For the Singaporean esports scene, here are some of the impressive statistics that prove the country to be the leading hub of esports tournaments in the region:
- The Singaporean esports market can reach USD 8.9 million in 2024.
- It shows a CAGR of 9.28% and can have a market volume of USD 12.7 million by 2028.
- Sponsorships and Advertising hold the most significant market share among other segments, with USD 5.4 million in 2024.
- The average revenue per user can be USD 5.45.
Esports Consumer Insights
Now that you know how bankable the esports industry is, let’s understand its key players so you can learn how to leverage them in brand positioning and tailor your marketing strategies. There are two vital parties in esports marketing: the esports gamer or the team they represent and the esports audience.
The former is the one who competes in the tournament, and the latter is the viewer. Let’s get to know both of them.
Key Player 1: The Esports Gamer
Like traditional sports, esports gamers are professional players who vie for prestigious honours and high prizes. These esports gamers usually represent an organisation or team that trains and supports them to prepare for high-level competitions. Here are some insights on esports gamers in Singapore, according to Start.io:
Image source: Start.io
- 52.9% are 18 to 24 years old
- 40.6% are 25 to 34 years old
- 75.7% are male
- They mostly use the Xiaomi Redmi Note 8
- They use Singtel as their carrier
Key Player 2: The Esports Audience
An average esports audience can consist of passionate viewers or casual viewers. A passionate viewer can be an avid fan of a specific game or a dedicated supporter of the esports industry. Meanwhile, a casual can be influenced by a peer or in the first stages of game awareness. Nevertheless, they are similar in one thing: they play the game no matter the level of mastery.
Another notable insight from the demographics of the Singaporean esports audience is that they are a slightly older market compared to the global audience. To further discuss, here are some of the significant demographics according to Commission Factory:
- 48% are 25 to 41 years old
- 30% are 42 to 56 years old
- 60% are male
- Most are high-income earners
Esports Gamer vs Esports Audience: Key Differences in Consumer Behaviours
In addition to the demographics, let’s examine the behaviour of Singaporean esports consumers. Below is a comparative table that differentiates esports gamers from esports viewers. Afterwards, there is an in-depth discussion on each aspect.
| Aspect | Esports Gamers | Esports Audience |
| Engagement Level | Highly Engaged in Gameplay | Primarily Spectators |
| Technology Adoption | Early Adopters | Tech-savvy Viewers |
| Content Consumption | Game-centric | Entertainment-focused |
| Brand Loyalty | Product Loyalty | Platform and Personality Loyalty |
| Spending Habits | Invest in Gaming Gear | Content-Driven Spending |
| Community Involvement | Active Contributors | Engaged Spectators |
| Event Participation | Active Participants | Spectators at Events |
| Entertainment Preferences | Interactive Experiences | Passive Consumption |
To further understand Singaporean key players, here is a detailed discussion about their behaviours in terms of esports marketing. As a brand owner or digital marketer, you must learn the following preferences and behaviours to adjust your strategies to resonate well with your target audience, whether gamers or viewers.
Engagement Level
- Esports Gamer: Gamers spend several hours daily playing games, participating in tournaments, and improving their skills. They are deeply into the gaming experience itself.
- Esports Audience: The audience watches live streams, tournaments, and esports content. They are more focused on consuming content rather than actively participating in gameplay.
Technology Adoption
- Esports Gamer: Gamers frequently upgrade their gaming hardware, peripherals, and software. They are interested in the latest tech that enhances their gaming experience.
- Esports Audience: The audience is more focused on streaming platforms and digital content consumption, with less emphasis on owning high-end gaming equipment.
Content Consumption
- Esports Gamer: Gamers actively seek out tutorials, strategy guides, and content that helps them improve their gameplay. They follow influencers who provide tips and insights into games.
- Esports Audience: The audience consumes a wide range of content, including livestreams, highlights, and esports news. They follow esports teams, tournaments, and influencers for entertainment and engagement.
Brand Loyalty
- Esports Gamer: Gamers tend to be loyal to brands that offer high-quality gaming products, such as peripherals, gaming PCs, and in-game purchases that enhance their performance.
- Esports Audience: The audience is loyal to content platforms like Twitch, YouTube, and influencers. They are likelier to engage with brands that sponsor their favourite streams or provide engaging content.
Spending Habits
- Esports Gamer: Gamers are willing to spend on premium gaming gear, in-game purchases, and subscriptions to services that improve their gaming experience.
- Esports Audience: The audience spends on streaming services and esports merchandise and may financially support streamers through donations or subscriptions. Their spending is more content-driven than product-focused.
Community Involvement
- Esports Gamer: Gamers are active in online gaming communities, often sharing tips and strategies and engaging in competitive play. They may also contribute as influencers within these communities.
- Esports Audience: The audience participates in online discussions, primarily as spectators, sharing opinions and engaging in esports-related conversations on forums and social media.
Event Participation
- Esports Gamer: Gamers will likely participate in local esports events, tournaments, and LAN parties as competitors or active community members.
- Esports Audience: The audience attends esports events as spectators, either in-person or online. They may purchase event-related merchandise or engage in event-specific content.
Entertainment Preferences
- Esports Gamer: Gamers prefer interactive, immersive experiences, such as VR gaming or competitive play, where they can directly influence outcomes.
- Esports Audience: The audience enjoys watching competitive gameplay, following esports narratives, and engaging with related entertainment content like documentaries and podcasts.
Top 5 Esports Marketing Trends in Singapore
Now that you know who you are marketing to in the Singaporean esports scene, let’s go into the trends so your brand can learn how to enter this young industry. The following trends illustrate the state of the industry and how esports marketing is evolving in the country to connect with the ever-changing preferences of the esports key players. After each trend, there is a case study that can inspire you and learn from as you enter the esports space.
1. The Rise of Esports Sponsorships
One of the easiest ways for brands to enter the esports scene is by sponsoring professional gamers, organisations, influencers, or livestreamers. Brands can gain direct exposure to a highly engaged audience through sponsorships, especially during tournaments. Since the esports community is mostly passionate gamers, brands can also build loyalty if they position themselves as supporters of the gaming community.
Case Study: Singtel’s Sponsorship of the SEA Games Esports Team
Image source: Esports Insider
Singtel sponsored the Singaporean esports team in the 2019 SEA Games. It was momentous because it was the first time esports became a medal event. Because of this, Singtel positioned itself not only as a tech-forward brand but also as an advocate of Southeast Asia’s growing esports and gaming industry.
2. Influencer Marketing through Esports Personalities
Because of the growing popularity of esports, many influencers are sprouting and taking advantage of the industry boom. Most of the time, these personalities are hardcore gamers or casuals banking on humourous content. Over time, these influencers grew their followers through constant gaming, creating a solid fan base.
Since the esports community is composed of dedicated gamers, the followers of these influencers are highly engaged and loyal, making the influencers the perfect brand ambassadors. Through collaboration, businesses can direct the same high engagement and loyalty to their brand. Typically, brands and influencers collaborate through sponsored streams, content, product endorsements, etc.
Case Study: Samsung’s Collaboration with Singaporean Live Streamer Denise Teo Jia Qi (@supercatkei)
The tech company partnered with Supercatkei, Singapore’s and Asia’s top live streamer. Supercatkei promoted the latest Samsung flip through sponsored streams, product placements, and social media posts. Because of this collaboration, Samsung reached its target tech-savvy audience, increasing its brand recognition and sales among Supercatkei’s fan base and local and regional audiences.
3. Content Creation and Digital Engagement
Brands are increasingly investing in content creation to engage with esports audiences. It includes producing video content, live streams, and interactive campaigns that resonate with gamers. Effective content creation attracts viewers and encourages active participation, crucial for building brand loyalty in the esports community.
Case Study: SingTel’s SuperGameFest
With PVP Esports and Globe, SingTel launched SuperGameFest, a digital festival with live streams, gaming challenges, and exclusive content featuring famous esports personalities. The event was streamed on multiple platforms and attracted thousands of viewers. SingTel successfully used this content-driven approach to engage with the esports community while promoting its gaming-related services and products.
4. Localised Esports Campaigns
As with any marketing campaign, localised efforts are essential to target the brand’s audience further. The same goes for Singaporean brands, which recognise the importance of localised campaigns in the esports scene. Brands must contextualise their messaging, content, and offers to resonate with cultural and societal nuances.
Case Study: Red Bull’s “River Runes”
Image source: SCOGA
Red Bull hosted its premier Dota 2 one-on-one mirror match in Singapore. The tournament was open to all. Having an international brand like Red Bull to hold esports events in the country, a localised campaign helps promote the events. The campaign featured localised content across social media platforms, including a workshop with a local streamer and a pro-player.
Red Bull deepened its connection with the local esports community by focusing on local talent and tailoring its messaging to the Singaporean audience.
5. Integration of New Technologies (VR/AR, Web3)
As digital marketing continues to utilise more technological advancements, so does esports marketing. Brands are getting creative by integrating Virtual Reality (VR), Augmented Reality (AR), and Web3 to create immersive gaming experiences. Brands encounter little to no friction in consumer adoption of these technologies since the esports market is inherently tech-savvy.
The market is always looking for innovative experiences. Moreover, by using these technologies in their strategies, brands can differentiate themselves from competitors flocking into the esports industry.
The Future of Esports Marketing in Singapore: Emerging Trends
Esports is gaining momentum in Singapore, giving brands a lucrative opportunity to connect to a younger, engaged market and rapidly growing audience. This industry’s future is golden and bright. Therefore, brands must be willing to navigate its dynamic and evolving landscape. Here are some of the emerging trends that brands must be keen on so they can adjust their campaigns accordingly.
Growth of Mobile Esports
Singapore has 9.78 million mobile connections, almost double the country’s entire population. With this high mobile usage and the 96% internet penetration, mobile esports is rising in the country.
Games like Mobile Legends: Bang Bang and PUBG Mobile are becoming popular among Singaporean gamers, giving brands new opportunities to market to another young, growing, targeted consumer segment.
Image source: The Straits Times
A case in point is the MLBB Circuit in Singapore. The country’s RSG SG retained its championship title against other Singaporean organisations. During the tournament, brands capitalised on this growth by sponsoring tournaments and offering in-game rewards, reaching a broad, mobile-centric audience. This strategy highlighted how mobile esports is becoming dominant in the gaming landscape.
Expansion of Esports into Mainstream Media
The mainstream media, like television and digital news platforms, cover esports events, reaching a broader audience. Because of this growth, brands investing in the industry have additional media mileage, increasing brand recognition.
The Singapore-based media outfit Channel News Asia (CNA) created a docu-series about the local esports scene. In its series “Game Nation,” CNA followed the lives of six promising Singaporean esports players, understanding what happens behind the scenes and what makes esports a billion-dollar industry.
This effort is a testament to the significant expansion of esports into mainstream media, allowing esports content to reach a broader, non-traditional gaming audience, thus bridging the gap between esports and mainstream entertainment.
Growing Sentiment about Sustainability and Social Responsibility
Sustainability is one of the major growing concerns of Singaporeans nowadays. Gen Z, in particular, loves supporting brands that prioritise sustainability and have social advocacies. If brands combine green efforts with gaming, they will certainly get the support of younger consumers.
Image source: Razer
Take, for example, Razer’s support of the Go Green SG. The project promotes sustainable practices within the Singapore gaming community. Razer stated, “As part of the brand’s Green Product strategy, all base models of mice, keyboards, and headsets launched from year 2024 onwards will now incorporate recycled materials, like the recently released Razer Viper V3 Pro esports mouse.”
Leveraging Data-Driven Marketing to Maximise ROI
Esports marketing is also moving along with the advancements of general digital marketing – towards data-driven marketing. Since esports is a tech-savvy community, the industry provides a wealth of data about consumer behaviour, preferences, and engagement patterns. Brands can leverage this data to fine-tune their marketing strategies and achieve their goals.
Image source: Shopee
Shopee used advanced data analytics during its 11.11 sale to target esports fans in Singapore with personalised offers and in-game rewards. By analysing user behaviour and engagement patterns from previous campaigns, Shopee optimised ad placements, timing, and content, significantly increasing click-through rates and sales conversions among the esports audience.
This data-driven approach demonstrated how leveraging consumer insights can maximise ROI in esports marketing.
The Challenging Navigation through a Fragmented Market
The esports market comprises various games and users of different tastes, making it fragmented and diverse. Brands must carefully select the right platforms and partnerships to reach their target audience effectively. To overcome this challenge, marketers must deeply understand the local esports landscape and the game itself.
Managing Brand Safety
Some games contain violent content or are not for the general public. Brands must carefully choose the games, influencers, and events that align with their values to ensure brand safety and a positive image.
Keeping Up with Rapid Technological Changes
Staying ahead of technological changes can be challenging. As of 2024, brands often use AI, AR, and VR to appear tech-forward. In the upcoming years, brands can expect the growth of Web3 games, which is another monster to conquer through esports marketing.
Image source: Axie Infinity
A case in point is Axie Infinity. It is a blockchain-based game developed by Sky Mavis, which is a case in point. It recently launched its first official Web3 esports tournament. This event marked a significant milestone in integrating Web3 technology into esports, showcasing how blockchain can enhance competitive gaming experiences.
As esports branches to Web3, brands have more opportunities to broaden their reach, targeting crypto and Web3 enthusiasts.
Frequently Asked Questions
What is the potential of esports marketing in Singapore?
Esports marketing in Singapore offers significant potential due to the country’s high internet penetration, tech-savvy population, and growing interest in competitive gaming. Brands can reach a young, engaged audience through sponsorships, in-game advertising, and influencer partnerships.
How can brands effectively target the esports audience in Singapore?
Brands can target the esports audience in Singapore by collaborating with popular esports teams, sponsoring tournaments, and partnering with gaming influencers. Tailoring content to resonate with gamers’ interests and values is critical to building authentic connections.
What are some successful examples of esports marketing in Singapore?
Successful examples include Garena’s Free Fire World Series, which attracted millions of viewers, and Mediacorp’s broadcast of the Singapore Esports League, which expanded esports into mainstream media. These initiatives highlight the effectiveness of integrating esports into broader marketing strategies.
What challenges do brands face in Singapore’s esports marketing?
Brands face challenges such as navigating the fragmented esports market, ensuring brand safety in a diverse gaming environment, and staying updated with rapid technological changes like Web3 and AI integration.
How is mobile esports shaping the marketing landscape in Singapore?
Mobile esports is rapidly growing in Singapore, driven by the popularity of games like PUBG Mobile. This trend offers brands new opportunities to reach a wider audience through mobile-specific campaigns, in-game advertisements, and sponsorships of mobile esports events.
