PPB August 2018

When you think of video games, do you imagine an aimless group of high school nerds congregating in their parents’ basements to play Tetris? If so, it’s time to reboot. According to game market researcher Newzoo, the industry reached $116 billion in revenue in 2017. The Entertainment Software Association (ESA) reports that more than 150 million Americans play video games, and 60 percent of Americans admit to gaming daily. The average gamer is 34 years old, and women represent a growing portion of the gaming population, at 33 percent. Competitive video gaming, known as e-sports, is big business, attracting 258 million worldwide viewers in 2017. Like traditional sports, e-sports teams make money with advertising, sponsorships, product endorsements, player appearances and events. According to ESA, gaming provides advertisers a way to reach a much sought-after younger audience, which is more difficult to reach through traditional channels. Over half of e-sports fans who regularly tune in to competitions are between the ages of 21 and 35. A recent article in USA Today broke down esports essentials: • Each video game, such as League of Legends , is considered its own sport, and players compete in teams or as individuals. • Financial incentives are growing—the winning team of last year’s The International, a tournament of Dota 2 players, split a $10 million prize. • Fans watch matches in sold-out arenas or via streaming services like Twitch, where they can tip players to show their appreciation of the players’ skills. The marketing-savvy e-sports industry has embraced promotional products, with custom jerseys, accessories, drinkware, agendas and other merch that illustrates allegiance to popular gaming teams, or clans. As it becomes more of an accepted lifestyle, watch for increased customization of furniture, jewelry and housewares for this audience. Gaming: Not Just Child’s Play Pe r sona l Tech GROW 46 | AUGUST 2018 |