The virtual bridge between motorsports and the new generations

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That esports is a growing industry is nothing new. According to a report by the consultancy Newzoo (2022), it is expected that by 2025 the number of enthusiasts will rise to 318 million and the total audience will reach 640 million viewers worldwide in less than ten years. In this sense, esports could surpass events like the Super Bowl and the Champions League. Regionally, Argentina is the third most important esports market, behind Mexico and Brazil. According to data from the Observatory of the Argentine Video Game Development Industry, the sector billed more than $86 million in 2021.

Since 2000, when video game companies decided to bet and invest in the development of games and platforms that allow multiplayer competitions, until today, the esports industry has gained massiveness, sophistication —thanks to the contribution of new technologies—, and the unconditional support of the brands: one of the great engines for esports to continue developing and growing.

In fact, most of the industry’s revenue comes from companies that pay to sponsor teams, tournaments, players, or streamers. Now, it is worth asking, what is the benefit for brands? Esports are increasingly fertile ground for marketing and advertising. The reasons abound.

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In addition to the relevance of esports in terms of audience and fans, an important point is the close relationship that exists between idols or players and audiences, enabled by fluid and interactive communication channels, such as Twitch, Discord, YouTube, among others. On the other hand, it is a renewed way of reaching the new generations, who have a closer relationship with technology. This is enhanced when brands manage to find the “right” influencer and take advantage of their social networks as dissemination channels. As a correlate, advertising investment is optimized, by reaching the correct audience, with the correct message and spokesperson.

Another benefit for brands is that esports is one of the few broadcast channels that does not yet have advertising saturation and this is a great advantage in terms of relevance. In this direction, a field that has been little explored, but which does not stop growing, is simracing.

Virtual motorsport grew, above all, during the pandemic, when physical races were suspended due to preventive isolation. At that time, Road Tourism and Super TC2000, the most popular categories in the country, found in esports the ideal support to keep drivers, sponsors and fans alive.

With the support of ACTC, from eMotorEsports we created the TC and TC Pick Up championships, where professional drivers who raced from their homes with driving simulators participated. The success of the races, which were broadcast on open television, was reflected in the ratings peaks that on some Sundays exceeded the audience levels of a normal race. This experience led us to work on the development of TCF, a modern and technological version of what will be the highest category of motorsport in its real version.

This is just one example of how virtual sport can be complemented with physical sport to reach more audiences and empower brands.

In the case of simracing, many of the brands that sponsor virtual competitions have their counterpart in physical motorsport, such as Pirelli, Shell, Red Bull, Río Uruguay Seguros, Movistar, among others. In this way, automotive, oil and technology companies, some of the last to join this trend, can ensure their arrival to two very different generations that are united by the same passion: irons.

In a country where there are 19 million gamers, without a doubt, there is room for simracing to continue developing and growing. It is a source of opportunities that brands should not miss: a bridge that will allow them to reach the new generations and new ways of living and experiencing motorsport.

Keep reading:

High-level audiovisual productions go hand in hand with esports

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