Sotrender IAB - how to esports. Polish Streamers, Gamers & Sponsors
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Full blog post: https://www.sotrender.com/blog/2017/12/esports-poland-streamers-gamers-and-sponsors/ This presentation covers the landscape of Polish eSports, starting from the most popular Streamers, moving into Gamers and a comprehensive look at their characteristics and what they're interested in based on data collected from Facebook. Then we end with Sponsors: who the main players are, how well they are doing and who is performing the best in different categories. For more esports analyses: https://www.sotrender.com/blog/2017/06/6-lessons-learned-from-esports-brands-on-social-media/
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Sotrender IAB - how to esports. Polish Streamers, Gamers & Sponsors
- 1. 6 grudnia 2017, Warszawa, Hotel Radisson Blu Centrum IAB HowTo: play esports & gaming marketing
- 2. Polski gracz – kim jest, czym się kieruje, co lubi? Hisham Itani IAB HowTo: play esports & gaming marketing
- 7. Popular Polish Streamers – Facebook vs. YouTube Fans
- 8. Popular Polish Streamers – Facebook vs. YouTube Activities
- 9. Popular Polish Streamers – Share of Top Posts Share of Top Posts: Facebook Share of Top Posts: YouTube Pashabiceps – 8/15 Piotr izak Skowyrski – 3/15 Gimper – 1/15 Nervarien – 1/15 MKR33 – 1/15 Leh – 1/15 Gimper – 5/15 izak LIVE – 5/15 Bonkol – 2/15 Lachu – 2/15 Kamyk – 1/15
- 11. Polish Gamers
- 12. How to read the charts Percentage of target group: % of target audience interested in a specific category Percentage of Facebook population: % of the Polish Facebook population interested in a specific category Affinity Index: the % of the target group with respect to the whole Facebook population (the higher this is, the more relative interest for the target group)
- 13. Age & Gender
- 16. Cooking & Food
- 19. Technology, Devices & Equipment
- 20. Game Types & Titles Games include: Dota2, League of Legends, Call of Duty, PubG, CS:GO, Hearthstone, Heroes of the Storm, Rocket League and Overwatch as some of the most popular among Polish gamers
- 22. Influencers – Popularity & Affinity
- 24. Media Outlets and Personas
- 25. Movies & Music – Advertising Galore
- 27. Retail & Shopping Habits
- 28. Sponsors & Promoters Disclaimer: this research is independent and not monetized by any specific party.
- 32. Share of Promotion vs. Total Impressions
- 33. Promotion vs. Engagement Effectiveness
- 34. Promotion Effectiveness – Average # of activities per post Note: the top (lighter) bars are for organic posts while the bottom (darker) bars are for sponsored posts
- 35. Average # of new users reached per promoted post Note: the top (lighter) bars are for organic posts while the bottom (darker) bars are for sponsored posts
- 36. Takeaway Points • Don’t assume anything regarding the gaming community • The biggest influencers aren’t necessarily the best ones. Finding the niche your audience is into is key. • Make sure to do your research before taking on any paid campaigns. • Watch your competitors and learn from their successes and failures.
- 37. More about our Audience Scan research https://bit.ly/AudienceScan
- 38. Keep in touch!
Editor's Notes
- 10/17 are part of the fantasyexpo stars. Cross-promotion and contributions help as well as collaborations between the youtubers. In our database of initial analysis there were 15/17 Remigiusz ROCK Maciaszek
- Pasha is just quite famous and has announcements about games etc. izak, MKRR3 and Leh have competitions and promo links with SteelSeries or other sponsors and nevarien has an announcement about a streaming event thing. Gimper has some fan engagement and youtuber commentaries, izak has overwatch videos, games with other youtubers and a GTA in real life video while the others have reveals or VR videos (mostly with HTC Vive)
- Guessing with the public for the alcoholic beverages
- Add campaigns during esports events or game releases or E3 for example
- Mention trends as well here
- Biggest are the ones that have funny content/memes, etc. while if we look at the ones which are the ones closely affiliated to the target group this group of media is completely different
- Guess the highest affinity index
- Using the infographic from iab, 18% of all budgets spent on advertising was on retail (and spending on online ads grew by 7.7%) for H1 2017
- There are over 100 charts available which can be good for different purposes and now we will look at some sponsors of whom we probably have some present
- Telecom companies are the 2nd or 3rd level spenders online for ads, and they are the biggest spenders on facebook
- Mention kinguin’s achievment
- This could be typical for telecom. Testing groups and new audiences in various ways to optimize well
- They’ll need to keep promoting to grow their audience better or they need to revise their organic content or look for more influencers!
- They’ll need to keep promoting to grow their audience better or they need to revise their organic content or look for more influencers!
- They’ll need to keep promoting to grow their audience better or they need to revise their organic content or look for more influencers!