E-sports the new frontier in ‘Brand Strategy’
Competitive gaming and its viewership with increasing disposable income has attracted marketing investment by major brands globally. In-game E-sports Director of Broadcasting Production and Secretary of the Sri Lanka E-sports Association Ramesh Liyanage shed light on the growing prominence of E-sports as a potent brand strategy.
Liyanage, with his extensive experience in the dynamic world of E-sports, emphasized the distinction between video games and E-sports. While video games are primarily for casual enjoyment, E-sports represents the competitive side of gaming. He stressed that E-sports is now officially recognized as a sport and is projected to reach a market value of $3.96 billion in 2023, with expectations to soar to $5.54 billion by 2027, as reported by Statista.
Liyanage was speaking on a recent part of the APIIT Sri Lanka webinars titled ‘People of Action’. The interview drew attention from a diverse audience representing sectors such as telecommunications, marketing, real estate, law, and education.
One of the key points Liyanage made during the interview was that E-sports is a multifaceted industry involving various stakeholders, including players, coaches, shout casters, analysts, referees, and production teams. Additionally, streamers and influencers play a pivotal role in engaging audiences and connecting brands with fans. E-sports’ massive following has attracted brands as sponsors for events, teams, and activations. Liyanage explained that E-sports’ viewership rivals that of traditional sports, even surpassing some sports like golf. The appeal of E-sports is particularly strong among younger generations, specifically those aged 18 to 25, who avidly consume Esports content.
Liyanage also highlighted the substantial prize pools in E-sports tournaments, reaching tens of millions of dollars, which makes the industry financially appealing to brands compared to traditional sports. Speaking about E-sports’ global recognition, Liyanage mentioned its inclusion in major sporting events such as the Asian Games and the Olympics, emphasizing that Sri Lanka actively participates in these international competitions.
He underscored that E-sports gained official recognition as the 70th sport in Sri Lanka in 2019, governed by the Ministry of Sports and regulated by the Sri Lanka E-sports Association.
Transitioning to the local scene, Liyanage outlined the remarkable growth of E-sports in Sri Lanka. Events like the Sri Lanka Cyber Games, the E-sports Premier League, and various school, university, and mercantile tournaments have played a pivotal role in promoting E-sports. He also highlighted the support of dialogue as a sponsor for the Sri Lanka E-sports team, aligning with E-sports’ vision as a hub for South Asia.
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