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Karsten Schonauer
Creative Director
Insights / 2 Min.
Key Insights from our Shikenso Esports Radar. Download a free copy of the IEM Cologne 2023 Report HERE.
IEM Cologne 2023, a platform for exciting esports events and engaging sponsorships, has marked a new chapter for the industry. Recognizing the wide impact of different formats and sponsorship strategies is crucial for ongoing growth. In this detailed piece, we explore three key aspects of sponsorship and audience interaction at the event, revealing valuable insights that show the way forward.
Brazil's streaming sensation, Gaules, has propelled the nation to seize an astounding quarter of the viewership share and a substantial 10% slice of the total media value. This remarkable feat outlines the colossal impact co-streamers have on major events, emphasizing their extraordinary contribution. A quarter of a nation's viewership stands as a testament to Gaules' magnetic appeal and the pivotal role co-streamers play in shaping the esports landscape.
The enduring dominance of back wall logos in sponsorship arises from their unwavering visibility amid the heart-pounding esports action. Whether through player cameras capturing every pivotal moment or during insightful interviews, the back wall stands as a constant companion, fueling an astonishing 50-70% of brand partners' media value at IEM Cologne 2023. Their presence throughout gameplay transforms these logos from mere sponsor assets into integral components of the esports spectacle, forging an enduring connection with the audience.
IEM has emerged as the epicenter of youthful esports fandom, defying stereotypes. With a jaw-dropping median viewer age of 19.72 years, the future of CS:GO's community lies firmly in the hands of the young and passionate. This vibrant demographic surge reshapes the esports landscape, reaffirming that esports transcends generational boundaries.
The IEM Cologne 2023 has undoubtedly enriched our understanding of esports sponsorships through diverse partnerships and unexpected viewer demographics. These insights are key to elevating sponsorship strategies. By remaining open to these revelations, stakeholders can seize emerging trends and unlock fresh opportunities in the ever-evolving world of esports.
For more data and insights on the event, download your free copy of the IEM Cologne 2023 Report HERE.
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