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Karsten Schonauer
Creative Director
Insights / 2 Min.
In a world where the lines between reality and the virtual are blurred, one industry stands at the forefront of this digital revolution: esports. And in the heart of this rapidly growing world, one factor is increasingly being recognized as crucial– brand partnerships. But of all the brands' industries that go hand in hand with the world of esports, there's one that truly stands out and they are snack brands. Today we look at how snack brands have ventured into esports.
This space is often associated with the classic gamer archetype: a young teen savoring potato chips, chocolate, and ice cream. But let's get real – who doesn't crave a tasty snack during a break or while binge-watching a series? Savvy global brands are tapping into the pulse of the younger generation, tailoring their offerings to the specific cravings of esports enthusiasts, cementing their allegiance to this vibrant community.
The electrifying synergy between snacking and gaming excellence has catapulted snack and sweets brands into the esports limelight. A substantial chunk of their target audience is at home, deep in their gaming setups, creating a win-win scenario for both the snack industry and esports enthusiasts.
A stellar example of this strategic shift is none other than Pringles, who teamed up with ESL One Hamburg in 2017. As the announcement boldly declared, "Snacking and gaming just belong together." Staying true to these words, Pringles has broadened its roster of esports sponsorships, joining forces with organizations and tournaments like ESL, LEC, G2 Esports, Unlocked, and NSE, skyrocketing in popularity within the community.
Image Credit: Esports Observer
Image Credit: Immortals Gaming Club
Image Credit: DreamHack
The convergence of snacks and sweets with the esports industry illustrates a symbiotic partnership. As the esports universe evolves, these brands aren't merely sponsors; they are dynamic contributors to the community's growth and triumphs. Their knack for adapting to the ever-changing preferences of the gaming audience underscores their significance in the digital revolution. Snack brands have made their way in to esports and formed an irresistible alliance, satiating the hunger for both gaming glory and flavorsome delights.
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