Over the past couple of years, I’ve been thinking more and more about how much the entertainment market has changed, especially when it comes to the attention of major brands. Advertising used to be on TV, billboards, and sometimes in mobile apps. Now, more and more companies are shifting to where their audience spends time — in games and on streaming platforms. Especially in esports, where the emotions, engagement, and pace rival those of traditional sports. And to me, that seems like a completely logical move on their part.
An Audience That’s Always Online
Esports isn’t just about match streams and YouTube highlights. It’s an entire cultural layer that unites millions of people around the world. And what’s important — it’s an audience that’s almost never offline. They chat in Discord servers, discuss patch notes on Reddit threads, watch streams, leave comments, create memes, and like posts from their favorite teams on social media. This constant online presence creates the perfect environment for brand promotion.
And we’re not just talking about teenagers with no money, like a decade ago. Today, it’s young adults aged 20 to 35 — people with steady income, established interests, and a willingness to spend on what they truly enjoy. That makes them especially valuable to advertisers, because they don’t just consume content — they actively engage with it. And if a brand fits naturally into that engagement, it doesn’t just get reach — it earns real loyalty.
In this kind of environment, it’s no surprise that brand collaborations and product integrations are happening right here. And they’re done in a much subtler way than in traditional advertising. For example, solitaire grand harvest free coins can be integrated into a favorite streamer’s broadcast or into a Twitter giveaway — and it doesn’t feel like intrusive promotion. It becomes part of the context, part of the digital culture the viewer already lives in. This kind of integration doesn’t annoy — it sparks interest. People actually click the link, try the product, instead of just scrolling past. And that’s exactly what brands are willing to pay for — attention that actually works.
Effectiveness Through Engagement
When I look at how brands are entering esports projects, I’m genuinely impressed by the depth of audience engagement. These aren’t just casual viewers who turn on a stream in the background. These are fans who’ve followed their teams for years, who feel every win and loss, who discuss rosters, make predictions, create fan content, and even travel to offline events in other cities. The level of emotional investment here is comparable only to football club supporters — and that’s a massive asset for brands.
In this space, a logo in the background isn’t just decorative. It becomes part of a team’s visual identity, showing up in photos, video thumbnails, reposts on social media, TikTok clips, and highlights. And when a brand goes further — releasing co-branded merch, organizing events, offering bonuses, or joining challenges — it instantly becomes part of the community. People begin to associate it not just with a product, but with their favorite game, their team, and the emotions they experience. This isn’t about selling anymore — it’s about being part of a culture.
Traditional advertising can’t match that level of connection. Sure, it still delivers reach, but it’s superficial: someone sees a banner, closes it, and forgets. Here, the story is completely different. Gamers genuinely engage: they vote in polls, complete tasks, choose tournament MVPs for sponsor rewards, and sometimes even become brand ambassadors within their own communities. This is what modern marketing is striving for — real, authentic, non-forced engagement. And esports delivers exactly that.
Flexibility of Formats
One of the biggest advantages of esports for brands is the incredible flexibility of formats. There are no rigid constraints like in TV ads or billboards. Integrations can take many forms — from a simple logo on a team’s jersey to full-scale special projects where the brand becomes part of the tournament’s narrative, helps create unique content, sponsors specific segments, or even integrates into AR and VR experiences. This opens up almost limitless opportunities for creativity and precise targeting.
What’s important is that everything can be tailored to specific needs. Want to reach the European market? Partner with a European team. Looking to engage young people in Brazil? Work with local streamers and create content in Portuguese. Even ad timing can be adjusted based on match schedules and stream prime times. Every element can be fine-tuned, and performance is tracked instantly — you get stats, engagement metrics, click-through rates, and direct audience feedback.
This level of precision makes esports a unique communication environment. It allows brands not just to speak at people, like in traditional media, but to speak with them — right there among viewers, players, and commentators. When a brand shares the same space, on the same terms, it’s not seen as an outsider or advertiser — it’s perceived as part of the community. And that’s exactly what makes this format so effective — and so valuable.
Long-Term Strategies
These days, it’s rare to see a brand enter esports just “to try it once.” More and more companies are building long-term relationships — with teams, leagues, individual players, or even platforms. They sign multi-year contracts, co-develop products, launch ongoing campaigns and branded segments. This clearly shows that esports is no longer seen as something temporary or experimental. It has become a full-fledged space that’s truly worth investing in for the long haul.
To me, the reason is obvious: the market continues to grow steadily. Viewer numbers are rising, tournament budgets are becoming more impressive, and organizations are increasingly operating like fully-formed business entities — with internal policies, media departments, analytics teams, and even legal support. This means that a brand entering now and partnering with such a structure gains not just access to a loyal audience, but also a chance to help shape the image of the industry itself.
That’s why I don’t see esports as a hype wave that will pass in a couple of years. It’s a foundation — one that strong brands are already building on, both gaming-related and beyond. From fast food to banking, from fashion to insurance — everyone is looking for their place in this ecosystem. And those who move early will gain a serious advantage down the road, while their competitors are still figuring out how to even get started.
Conclusion
In my view, this is simply a reflection of how quickly media and audience habits are evolving. Young people live online — watching, chatting, gaming, and shopping — and esports has become a key part of that space, with its own culture and community.
Brands that want to stay relevant and truly connect with this audience can’t afford to overlook esports. It’s not a passing trend — it’s already part of the now.