The video game industry, which saw a surge in engagement and investment during the pandemic, is now facing challenges as revenues have dropped nearly 3% since their peak in 2021. Layoffs, cancelled projects, and closed studios have impacted the industry, with esports being particularly hard hit. However, Electronic Arts (EA) is taking a different approach to building a sustainable esports ecosystem, focusing on using esports as a marketing tool to engage fans and increase player acquisition and retention.
EA’s senior director of esports brand and marketing, Monica Dinsmore, emphasized the importance of aligning esports programs with the company’s game franchises and focusing on fan engagement. By connecting with esports players and fans, EA hopes to capture the most loyal and dedicated players who spend the most time and money on their games. This approach has allowed EA to experience significant growth while much of the industry is struggling.
Esports provides a platform for players to make money, connects fans on a deeper level with the game, and fuels aspirations for others to join competitive gaming. The industry is evolving to host large-scale tournaments in arenas, attracting a global audience and creating a sense of culture and community similar to traditional sports. Dinsmore’s strategy involves integrating music, celebrity appearances, and other cultural elements into esports events to enhance the overall experience for fans.
EA’s title, Apex Legends, has garnered a large audience of 100 million players and continues to grow its tournament viewership, with plans to expand into new regions like China. As the industry matures, Dinsmore believes it is essential to focus on sustainable growth and engage with the core gaming community to ensure the success of esports initiatives. By leveraging the popularity of its games and incorporating cultural elements into esports events, EA aims to attract and retain players and fans.
In this changing landscape of the video game industry, the focus is shifting towards not just viewership numbers but meaningful engagement with the gaming community. By creating experiences that resonate with fans and bring them closer to the game, companies like EA are aiming to cultivate a loyal player base and drive long-term success. As the industry continues to evolve, understanding the needs and desires of the gaming community will be crucial for companies looking to thrive in the competitive market.
At the LA Games Conference’s Law and Finance Summit, industry experts like Peter Levin of Griffin Gaming Partners will discuss the future of the gaming industry and opportunities for investment. With a focus on sustainable growth and engaging the gaming community, companies like EA are navigating the challenges of the post-pandemic gaming landscape and striving to build a strong foundation for the future.
