TELEVISIÓN Versión en español

FIAP Face to Face: Esports attract consumers to brands more than other kinds of communications

Josefina Blanco| 6 de junio de 2023

Face to Face Webinar 6 Junio 2023

A brand looking for sales strategies that really work will find that an esports team creates much more engagement with consumers than with other kinds of communications, said Augusto Zapata, senior specialist in sports and gaming in LatAm, who together with Claudia Romo, operations manager of Unlocked LatAm, were guests at a new edition of the FIAP Face to Face Webinar, moderated by Mara Fernandez, chief transformation officer of PRODU. According to a study presented by Unlocked, a leading company in the gaming industry, when a brand becomes associated with an esports team, it will automatically grow positive feelings in all its fans and in the hardcore watchers. Which is to say that 63 percent of the most ardent fans will consider this brand for a future purchase. “Esports gives you consumers’ trip to the store,” Zapata said, since the brand awareness created has a positive impact and some 65 percent of thse hardcore fans want to know more about the brand, the sales pitch and the purchase. Romo explained that Unlocked is one of the top companies related to the world of gaming, because it has its own ability to produce events, startups and content. The goal of the company is to push brands, endemic or not, to enter the world of gaming in order to connect with its target audience. “One of our specialties is to use a data platform of our partner Loadout, with data of GWI and data panels of Toluna. And from there, Unlocked does the magic.”Most important for Zapata is the data needed to take the best decisions. “To use Unlocked the owner has three types of data, which is basically data very much in a niche, made to be able to research thoroughly the gaming market: syndicated data sent them through the GWI partner to be able to extrapolate the data and have an understanding of how to compare the owner’s data with that of the top margins and the passive data that is a collection of elements to be able to have an accurate image of the value, of how much to invest, and whether the return on investment is right, etc.”Presented during the meeting were data from the study entitled Unlocking Esports & Gaming in LatAm: Key Data & Insights. The total number of people in Latin America who took part in this study was 7,997 from Brazil, Mexico, Colombia Peru and Chile. Meanwhile the GWI segment in the region is almost 84,000 with a gaming segment of some 11,000, out of a total worldwide gaming segment of more than 979,000 According to the results obtained, Latin America is the region with the greatest growth of esports in the world, with some 26 percent of the population between the ages of 16 and 64 who could be considered esports fans. “That means to say that 68 million people want to know what’s going on in the different esports. And that is higher than in other regions. For example, in APAC or Asia-Pacific with 20 percent, Europe with 9 percent, and North America with 11 percent, Latin America is therefore a great guide to understanding and managing how this generation thinks,” Zapata said.. Another point is the high percentage of folks who are up to date with esports. This is about the 79 percent of the people you see it at least once a year. “So then you have a visitor, a potential client, a chance at least once a month.in the 79 percent of the population interested in the subject. It’s much more than the soccer games. And why? Because there’s a great variety of games and that is always the first question, when one is going to do a campaign,” he said. Zapata also cleared up certain myths about esports and gaming, like the fact that this is not an activity for children and young people only. The average age is around 34.9 years. Plus the esports population gets older as time goes by. “So it’s really important to understand it’s not just a niche for Generation Z only, but is a subject of growth. And when you join in this passion, you grow with the others.”For more details, see Unlocking Esports & Gaming in LATAM: Key Data & Insights on FIAP Face to Face Webinar.

Diario de Hoy

viernes, 27 de septiembre de 2024

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Comenzó la décima edición de SMARTFILMS con más de 1.200 cortometrajes hechos con celulares

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VIPS

• José Luis Sánchez de Natpe Global: Venimos a México a explicar qué es RealScreen Summit y las ventajas de participar en ambos eventos

• César Sabroso de A+E: Producir Huellas para celebrar 70 años de VW en México es ejemplo de unir esfuerzos con marcas para causar mayor impacto

• Productora Nidian Abella: SMARTFILMS me dio la posibilidad de difundir mensajes que resuenen con todos los públicos

PERSONAJE DE LA SEMANA

Roberto Stopello, showrunner y series developer de Netflix

Roberto Stopello es personaje de la semana en PRODU, tras la entrevista exclusiva ofrecida a Ríchard Izarra en #PRODUprimetime, donde reveló detalles de su nueva etapa profesional, después de dejar su cargo en enero de este año como VP de Desarrollo para México en Netflix. Ahora sigue trabajando en exclusiva para la plataforma, pero con mayor libertad y con la posibilidad de pasar tiempo de calidad con su familia. Además, puede vivir en Orlando, EE UU, donde están sus afectos.

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ACTUALIDAD

• Globo presenta al mercado internacional telenovela Manía de ti de João Emanuel Carneiro

• Shooting in Spain intensifica su presencia internacional para atraer rodajes a España

• Festival Internacional de Cine de Cartagena de Indias abrió convocatoria para la selección oficial de su edición 64

• ICEX España lanza la campaña Spain, Where Talent Ignites para potenciar la imagen internacional de la marca Audiovisual from Spain

El oráculo 35 años: Cecilia Gómez de la Torre

FIC Monterrey celebra vigésima edición con foco a reforzar su internacionalización

Diana Cobos del FIC Monterrey: Incrementamos la parte de Industria como parte del crecimiento del Festival

Arturo Sampson de Exile: Estrenaremos en Telemundo miniserie documental con J. Balvin que abordará temas mentales

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CONTENIDOS

• Mi pequeña princesa del catálogo de Latin Media lidera la audiencia en República Dominicana

• Netflix lanza documental argentino María Soledad: El fin del silencio el próximo 10 de octubre

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VIPS
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Natpe fortalece su propuesta como mercado con la incorporación de RealScreen Summit, dos mercados en uno, ambos a realizarse en la semana del 3 al 7 de febrero en el Hotel InterContinental de Miami. De esta manera, incrementa su propuesta de valor, al ofrecer un mayor acceso a distribuidores y compradores de EE UU y global, con el atractivo de nuevos contactos y negocios para el mercado latinoamericano. Otra ventana es que se distancia de Content Americas en el espacio de tiempo. Sobre estos temas habló en México José Luis Sánchez, gerente para Latinoamérica, EE UU y Global de Natpe Global, quien viajó a este país junto a César Díaz, en una cruzada de ventas y promoción del evento.

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ACTUALIDAD
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Gabz, Agatha Moreira, Chay Suede y Nicolas Prattes son los protagonistas de Manía de ti
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CONTENIDOS
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Mi pequeña princesa
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Netflix estrena el próximo 10 de octubre en todo el mundo María Soledad: El fin del silencio, documental argentino de Red Creek y Néctar Films sobre el femicidio de María Soledad Morales, a 30 años de su asesinato.

PRODU
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