A popular sub-segment within the e-sports licensing sector consists of cross-licensed apparel collections that bring together e-sports teams and anime properties. The audiences for the two types of IP dovetail nicely, and the anime characters help drive interest and purchase intent for the e-sports brands. This trend has been ongoing since at least 2019 and […]
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Challenging Times for Esports
The e-sports business has been facing many and varied challenges in the past year: Key sponsors are leaving the business. This is the most important revenue stream for the industry, representing 60% of esports organizations’ total revenue, according to NewZoo. In addition to the failure of crypto company FTX, a big esports sponsor, companies such […]
Snacking While Streaming
Food and beverage-related brands have represented one of the key sectors involved in e-sports promotions over the past year and a half, partnering with e-sports teams and organizations for live events, streamed content, and sometimes merchandise sales or giveaways. Some examples: E-sports organization FaZe Clan paired with General Mills’ Totino’s brand to create special flavors […]
Playing Dress-Up
When esports teams, leagues, and other organizations first entered the apparel licensing game, they started by working with specialty companies dedicated to esports. As awareness levels among mainstream consumers rose, they began pairing with the big sportswear companies, especially those that were licensees of traditional sports IP owners such as the U.S. major leagues or […]
Gender Equity and Esports
Video gaming is a popular activity among females, who represent 41% of gamers, according to the Entertainment Software Association, and 35% of professional esports players, according to Interpret. But the world of professional esports has been a notoriously unwelcoming space for women. They experience discrimination and harassment and lack the opportunities offered to the male […]