Esports Teams as Marketing Agencies: A New Way of Thinking

It’s almost taboo to say in the industry, but the most cynical of all readings of esports is that the entire space exists just as a marketing arm for games developers. The competitions, the tournaments, the players, the fans, are all just ways to sell games and in-game items. To get new people to play, and a way to keep players engaged when in-game content can’t possibly keep up with demand.

In a certain way, this is demonstrably true. Esports sells a dream: If you play this game, you can turn pro, earn millions of dollars, and become famous. And hey, maybe it’d help if you bought some in-game skins and items - after all, the pros all have them. Esports companies have gone on record as saying that esports doesn’t make them money, and even that they don’t care if it does. Which is insanity, unless it’s untrue, or serves a different purpose. Remember, if the product is free, you’re not the customer.