As a platform dedicated to gamers, Nicecactus writes for Esports Insider to provide an insight into how this audience should be approached by brands. 

Image Credit: Nicecactus

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The esports industry is growing more than ever. Last year, total esports revenues nearly hit $1bn (~£ 735m) and a fair share of that was due to partnerships and sponsorships, as companies across industries looked for ways to connect with the ‘digital native’ generation.

According to Newzoo, these collaborations were focused mostly on brand building and brand awareness, while the rest was sponsorship and to a lesser degree, advertising. All of these figures are set to grow, especially as the current climate is affected by COVID restrictions.

One thing about esports that entices investment is the fact that the industry represents a truly global audience. Millions of people worldwide are tuning into tournaments, esports events and streams, existing as a community primarily on social media channels. 

However, this relatively young audience can be hard to reach, especially when using traditional marketing strategies and advertising channels. These more tech-savvy generations consume mainly online content, with platforms such as YouTube and Twitch being esports-dominant. As a result, many brands, especially non-endemic, struggle to understand how to connect with this growing and influential market segment.

That is where Nicecactus is positioning itself. The Sophia Antipolis-based gaming platform has a particular way of looking at the ‘digital native’ audience. Loïc Potages, Strategic Partnership Manager at Nicecatus, explained the company’s approach to advertising