Unit 2 Developing a Marketing Campaign
Introduction to the Industry
The industry is the esports industry. Some examples of things that are sold in this industry is
merchandise, subscription services, sponsorships and events. The main competitors of this industry
are Fnatic, London spitfire, London royal ravens, London esports, Tron esports and Guild. Some trend
that are in this industry is competing for price money. Another trend in this industry is that there is a
rise in technology meaning there are more things to game on and more things to hold competitions
on. The current issues in this industry is that gamers are getting younger and younger meaning if
there is competitive gaming there would not be able to offer prize money for the winner as they
wouldn’t be able to give money to children. Another issue for this industry is that with the current
pandemic they are unable to hold events and will have to adapt to online events.
Overview of the business
The name of this business is Team Ocuppola. They sell merchandise at events and through an online
shop hosted on their website and have 3 sponsors. They have been operating in this industry for 5
years and won a number of competitions. They have over 1000 loyal followers on twitch. The recent
developments of this company is their website and their social media growth.
Marketing Aims and Objectives (SMART Goals)
Create a SMART Goal for this Marketing Campaign written in paragraph form
Specific – The goal of this business to raise brand awareness is to have direct marketing activity
targeting potential sponsors.
Measurable – The way that this goal can be measured is by seeing how many sponsors contact the
team and see how useful it is.
Attainable – The way that this aim can be attained by hiring a group of professionals to create the
direct marketing.
Realistic – This aim is realistic as this will be well in their budget and will have a lot of money left
over.
Time – For them to make this direct marketing it will take around 4 months and around 2 months or
so to get seen by their sponsors.
The industry
Market size and share (Mass / Nice market)
This market used to me a niche market however over the years it’s become a mass market.
Esports in the Uk have had a revenue of £22 million which was a 450% increase from 2014.
The UK esports sector represents just under 8% of the global market. Fnatic have just around
0.8% of this market.
Trends
Some trend that are in this industry is competing for price money. Another trend in this industry is
that there is a rise in technology meaning there are more things to game on and more things to hold
competitions on. The impact is that they would have to learn the new technology to be able to we at
competitions and to gain more sponsors and more followers.
, Competitors Marketing Campaign
Fnatic teams up with bud light.
Product They are producing a on pack promotion for their team and buyers have
100 chances to win fnatic react headsets and a chance to win a gaming
night with their pro players.
Price For the price of these promotional packs, it cost viewers £14 a pack.
Place The place they can buy these products are at any major retailers in the
UK such as Asda and Morrison’s.
Promotion With them offering the chance to win an experience with the team and
the headset this entices people to buy them. They also produce a 30s
ad, the video also features the respawned Bud Knight, who seemingly
perished in the Game of Thrones-inspired Bud Light Super Bowl advert
last year. It will appear across Bud Light social channels, on Fnatic’s
YouTube page and on Twitch from now and through December.
Physical Environment They can be bought online on fnatics website and in Asda and
Morrison’s. Fnatics website is easy to navigate and to buy the item.
Processes The way they handle the wants and need of the business is through
their customer service. The customer service is a big part of the buying
process.
People The target audience of this marketing campaign is adult gamers.
Costs For this promotion deal it would cost them £7499 due to the headset
hand out.
Timescale This marketing campaign took them around 10 months to make.
Media Used They used fnatics twitch and YouTube channel as well and bud lights
website.
Appropriateness of the Bud Light is the perfect partner for esports, whose core fan base in
marketing campaign Britain is 18-24s. The targeted social media ads around the campaign
will reach 94% of 18–30-year-olds 19 times, helping drive esports fans
and consumers alike into store.
Target Market
The average age range is 32 and 72% of viewers and male, depending on the game that is being
played. All income types are targeted as with them selling merchandise on other things they
want everyone to buy. The people that are targeted are normally in the current country that
they are based in this example UK or any other English-speaking country. However, their location
can be any where around the world as their game play can be streamed from anywhere and
their merch and be bought worldwide. 65% watch a live stream of an esports event online and
16% attend a live esports event meaning people could see them in person and buy their
products but can also do it online. There is estimated 2.5 billion active gamers globally and 494
million of these are interested in esports globally meaning all these people could watch their
stream and buy their products. The primary research that I would use is a survey to all views and
buyers to find out their age location and gender to find the main audience.
External Factors
Political
Introduction to the Industry
The industry is the esports industry. Some examples of things that are sold in this industry is
merchandise, subscription services, sponsorships and events. The main competitors of this industry
are Fnatic, London spitfire, London royal ravens, London esports, Tron esports and Guild. Some trend
that are in this industry is competing for price money. Another trend in this industry is that there is a
rise in technology meaning there are more things to game on and more things to hold competitions
on. The current issues in this industry is that gamers are getting younger and younger meaning if
there is competitive gaming there would not be able to offer prize money for the winner as they
wouldn’t be able to give money to children. Another issue for this industry is that with the current
pandemic they are unable to hold events and will have to adapt to online events.
Overview of the business
The name of this business is Team Ocuppola. They sell merchandise at events and through an online
shop hosted on their website and have 3 sponsors. They have been operating in this industry for 5
years and won a number of competitions. They have over 1000 loyal followers on twitch. The recent
developments of this company is their website and their social media growth.
Marketing Aims and Objectives (SMART Goals)
Create a SMART Goal for this Marketing Campaign written in paragraph form
Specific – The goal of this business to raise brand awareness is to have direct marketing activity
targeting potential sponsors.
Measurable – The way that this goal can be measured is by seeing how many sponsors contact the
team and see how useful it is.
Attainable – The way that this aim can be attained by hiring a group of professionals to create the
direct marketing.
Realistic – This aim is realistic as this will be well in their budget and will have a lot of money left
over.
Time – For them to make this direct marketing it will take around 4 months and around 2 months or
so to get seen by their sponsors.
The industry
Market size and share (Mass / Nice market)
This market used to me a niche market however over the years it’s become a mass market.
Esports in the Uk have had a revenue of £22 million which was a 450% increase from 2014.
The UK esports sector represents just under 8% of the global market. Fnatic have just around
0.8% of this market.
Trends
Some trend that are in this industry is competing for price money. Another trend in this industry is
that there is a rise in technology meaning there are more things to game on and more things to hold
competitions on. The impact is that they would have to learn the new technology to be able to we at
competitions and to gain more sponsors and more followers.
, Competitors Marketing Campaign
Fnatic teams up with bud light.
Product They are producing a on pack promotion for their team and buyers have
100 chances to win fnatic react headsets and a chance to win a gaming
night with their pro players.
Price For the price of these promotional packs, it cost viewers £14 a pack.
Place The place they can buy these products are at any major retailers in the
UK such as Asda and Morrison’s.
Promotion With them offering the chance to win an experience with the team and
the headset this entices people to buy them. They also produce a 30s
ad, the video also features the respawned Bud Knight, who seemingly
perished in the Game of Thrones-inspired Bud Light Super Bowl advert
last year. It will appear across Bud Light social channels, on Fnatic’s
YouTube page and on Twitch from now and through December.
Physical Environment They can be bought online on fnatics website and in Asda and
Morrison’s. Fnatics website is easy to navigate and to buy the item.
Processes The way they handle the wants and need of the business is through
their customer service. The customer service is a big part of the buying
process.
People The target audience of this marketing campaign is adult gamers.
Costs For this promotion deal it would cost them £7499 due to the headset
hand out.
Timescale This marketing campaign took them around 10 months to make.
Media Used They used fnatics twitch and YouTube channel as well and bud lights
website.
Appropriateness of the Bud Light is the perfect partner for esports, whose core fan base in
marketing campaign Britain is 18-24s. The targeted social media ads around the campaign
will reach 94% of 18–30-year-olds 19 times, helping drive esports fans
and consumers alike into store.
Target Market
The average age range is 32 and 72% of viewers and male, depending on the game that is being
played. All income types are targeted as with them selling merchandise on other things they
want everyone to buy. The people that are targeted are normally in the current country that
they are based in this example UK or any other English-speaking country. However, their location
can be any where around the world as their game play can be streamed from anywhere and
their merch and be bought worldwide. 65% watch a live stream of an esports event online and
16% attend a live esports event meaning people could see them in person and buy their
products but can also do it online. There is estimated 2.5 billion active gamers globally and 494
million of these are interested in esports globally meaning all these people could watch their
stream and buy their products. The primary research that I would use is a survey to all views and
buyers to find out their age location and gender to find the main audience.
External Factors
Political
