What is e-sports? In fact, with gaming, eSports combines only a high level of competition (in terms of game mechanics) and entertainment. Thus, as in ordinary sports, the main drama here is built around confrontation, the rivalry of two people / teams. The spirit of struggle and passions in eSports is often higher. But, for example, when playing Mario, we do not compete with anyone except the game itself, therefore, the player in Mario is not a cyber-sportsman.
An additional incentive for a cyber-sportsman (and indeed any normal person) is the prize pool of the tournament. At the last Dota 2 World Championship – The International 2018 – it amounted to $ 24.5 million (damn it, this is one of the best motivations in life!). Thus, the presence of tournaments with more or less normal (from 100,000 dollars) prize money is also a clear sign that the game is beginning to be popular as a cyber-discipline.
E-sports fans, like gamers, are a very loyal and easily involved audience. But I will say this: in my experience, as far as it is involved, it is just as toxic. In other words, “measures do not know – either we love or we hate”. Therefore, be prepared for the fact that an unsuccessful attempt to beat gaming slang in your public can turn into crowds of trolls flooding your page with tons of shit. Too intrusive and clumsy direct advertising, but with gaming-seleb? Get a bucket of slops. This audience has a very active core, responsive to any content, and it is necessary to approach the implementation of such campaigns wisely. But, as they say, the winner is the one who risks, so a successful activation can just as well bring great viral organic coverage.