Thursday, June 8, 2023

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    Why brands should care about the differences between Eastern and Western esports audiences

    This weekend marks the climax of the “League of Legends” mid-season invitational, a competition pitting teams from across the world against each other for their share of a $250,000 prize pool. It’s one of the few truly international annual esports events, drawing ample attention from esports audiences in both the East and West.

    The MSI represents an opportunity for brands to simultaneously reach the two largest esports markets. But for marketers looking to do so, it is crucial to understand the vast differences between these disparate audiences. To break it down, Digiday reached out to a range of expert marketers, esports executives and media buyers — here’s what they had to say. 

    “It’s not one-size-fits-all,” said Dan Conti, global head of sports, live and gaming for Wavemaker. “It’s very different in India and Australia than it is in the U.S., Europe and other markets.”

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