On June 13, Kyiv saw eSPORTconf Ukraine 2019, the conference about money in the esports industry. Speakers of the event by Smile-Expo were representatives of advertising agencies, executives of esports platforms and federations, as well as marketers and startupers.
The conference was attended by 300 guests that listened to presentations about the distinctive features of the market and esports audience as well as practical case studies related to the work with influencers, brands, and development of new products.
How brands can integrate in esports
The eSPORTconf Ukraine 2019 was opened by the Head of Esports at Parimatch Stepan Shulga who made a presentation explaining how traditional sports differ from esports. According to the speaker, their audiences are similar: sports and esports event viewers both are similarly active and engaged in the viewing meaning that they will interact with ads with similar success.
Aleksey Nogin (WePlay! tournament platform) told attendees of the event about product development in esports. The expert pointed out that maximally laconic formulations of the unique offers were important for the esports audience.
“If you join some industry and want to develop products there, try to investigate and immerse in it. Esports is perhaps one of the simplest industries in terms of learning, as the Internet offers streamings, Twitch and YouTube will help to understand the general picture,” the speaker noted.
The former organizer of the EPICENTER tournaments Alexander Zavoloka shared how he created his startup runtime.gg, speaker Ivan Danishevsky (holding ESM.One) provided examples of how brands were integrated in the national esports, Gennady Veselkov (gameinside.ua) gave a presentation about the brand integration in esports tournaments, and Andrey Cherednichenko (DreamTeam platform) explained how the service managed to beat the attendance record of 1 million unique users.
“If you need big volumes, you should turn to big influencers. If you need efficiency and you want to save on your budget, you should go to small influencers. It takes more time and resources, but it works,” Andrey Cherednichenko (DreamTeam) said.
Examples of esports projects and business case studies
The second conference block was focused on practical things: Oleg Profatilo and Oleksandr Cherevaty (Digital Choo) told about successful collaboration with Parimatch.
Speaker Pavel Daniman (Kyivstar) explained how the telecom operator arrived at the idea of creating a gaming tariff plan together with Wargaming. Besides, he reported that Kyivstar was going to sponsor the project of the Na’Vi esports team – summer training camp called NAVI eSports Camp.
“The whole esports industry depends on communication: no communication – no online games. Therefore, the quality of communication directly influences the quality of games. We work on this issue every day looking for ways to improve the experience of every gamer,” Pavel Daniman said.
The following speakers also shared their experience in product development and promotion:
- Anton Bogushev, business development manager at WePlay! Esports;
- Andrew Yatsenko, co-founder at Sidequest, ex-ESL;
- Vadim Vorobyev, chief business development officer at Maincast;
- Evgeny Nikolaev, chief marketing officer at Windigo Gaming;
- Artur Ermolaev, president at UESF;
- Nikolay Andrushchenko, head of Lanet CLICK digital agency;
- Dmitry Makarov and Ilya Rossol, Zlodei Advertising agency.
“Whichever brand you have, you can and should integrate it in esports if you have a relevant target audience,” founder of Zlodei Dmitry Makarov shared.
Panel discussion and exhibition area
Besides, the eSPORTconf Ukraine 2019 offered the panel discussion titled “Advertising in esports: insides you should know”, where participants spoke about issues of direct collaboration with sponsors and advantages of signing well-known FIFA players for football clubs. The discussion was moderated by Arseniy Salay (Esports Soccer Federation of Ukraine), and opinions were shared by distinguished Ukrainian cyber football players Vitaly labotryas Mukha and Maksim GG_Fear Bober.
Several brands presented standalone booths with their products and services in the exhibition area of the conference. FragEm.gg tournament platform and Zlodei Advertising agency were among exhibitors. Attendees could talk to exhibitors directly, ask questions about their work, and even arrange for collaboration.
Organizers and sponsors
The eSPORTconf Ukraine 2019 was hosted by the international firm Smile-Expo that specializes in the organization of business conferences and exhibitions. Sponsors of the event were the international marketing agency Digital Choo (DC) and Zlodei Advertising agency. The advertising partner of the event was GG Marketing, the general media partner – delo.ua, the main business partner – Focus magazine.
We are inviting you to attend our next event – Kyiv iGaming Affiliate Conference. The conference will be dedicated to the subtleties of making a profit in iGaming and will take place on September 26. You can look through the program and the list of speakers here >>>