TNL eSports Brand Tracker 032: Visa and Formula E

TNL ESPORTS BRAND TRACKER 032: Visa

TNL eSports Brand Tracker 036: Visa (Photo: Formula E)

TNL Take: The first EU Financial Services Brand makes the eSports investment with Visa Europe's Sponsorship of Formula E's eSports Pro Series.

This deal makes sense for a few reasons:

/01 CONTENT FIT

Visa has long been associated with Auto Racing and is currently a Sponsor of Formula E's main electric Racing Series. Overlapping that Sponsorship into eSports is a no brainer and they may not even have paid that much.

/02 LIVE EVENTS

Along with sponsoring the live streaming eSports events, Visa gets an opportunity to activate onsite at Racing events as they did recently in London.

Visa London ePrix eSports Event (Photo: Formula E)

/03 DISTRIBUTION

This was more than likely known when the deal was announced in April, but Formula E and Visa also get distribution on UK's 24/7 eSports channel, Ginx TV, through a recent deal.

While those are all good there's one very big challenge.

 

Racing eSports has no audience

 

While I've said this before - and believe this will change over time - it's very challenging to drive viewership for Racing eSports as 2016 is basically Year Zero for the genre.

Here's the audience for a June race:

 

Who was the audience for the London ePrix event when I checked?

Me. 

Racing eSports Lack of Audience (Photo: Twitch)

Racing eSports Lack of Audience (Photo: Twitch)

TNL eSports Brand Tracker 028: St. George Bank and ESL

TNL ESPORTS BRAND TRACKER 028: St. George Bank and ESL

TNL eSports Brand Tracker 028: St. George Bank (Photo: ESL)

TNL Take: As the TNL eSports Brand Tracker keeps moving up, there's been one big missing Ad category:

Financial Services.

Not since 2013 when American Express and Riot announced their League of Legends branded card, has a Financial company invested in eSports - the rewards were also discontinued in 2014.

American Express and League of Legends (Photo: Riot)

Looks like the first to break the Financial category for eSports in 2016 is St. George Bank.

You probably haven't heard of them but after a merger with Westpac, they are now Australia's 4th largest Bank. For perspective, the US 4th equivalent is Wells Fargo.

Which makes sense that St. George is partnering with ESL's AU and NZ Championship.

There's a huge opportunity for a US based bank to take the lead as the category is wide open in eSports.

Ill leave you with this lovely message from St. George Bank's mascot, Happy the Dragon:

TNL eSports Brand Tracker 030: Gemini and Echo Fox

TNL ESPORTS BRAND TRACKER 030: Gemini and Echo Fox

TNL eSports Brand Tracker 030: Gemini (Photo: Gemini)

TNL Take: I still can’t figure out the overlap between Gemini , a digital currency exchange founded by the Wilkenvoss twins , and Echo Fox.

Gemini is looking to “integrate Bitcoin payments into the eSports ecosystem”.

Keep getting that Brand money though Rick. 👍 🎮 💰