TESSERE’s Take on Game On: How Esports Build Community & Drive Engagement
Esports is a surging international phenomenon with over 585 million enthusiasts and viewers and a market value of over $1.6 billion. Estimates show that 22% of U.S. adults aged 18-29 spend six to ten hours per week playing video games. With low barriers to entry and participation, strong affinity groups, gamification, strategic pricing models and limited time experiences, the gaming industry is capturing the attention, time, and investment of generations.
In June’s ECHO Digital session, we explored what zoos and aquariums can learn from the esports industry about driving engagement and building community with Brittany Lattanzio, the Associate Director of Athletics in Europe, the Middle East, and Africa for Team Liquid, one of the world’s top earning Esports teams.
- Turn Fans into Contributors and Champions
In esports, players aren’t just athletes; they’re superfans. Teams like Team Liquid regularly engage their players to stay on the cutting edge of trends and to identify potential new talent. How might we listen more deeply to our “players” to shape what’s next? - Building Legacy, One Fan at a Time
Esports has crafted a fandom that rivals traditional sports, with deep-rooted community ties that pass through generations. By creating memorable in-game experiences and a brand its players and viewers are proud to support, the gaming industry keeps its audience engaged and invested. - The Power of Practice and Specialization
Team Liquid has learned that players excel when they’re encouraged to specialize in one game. This commitment allows athletes to sharpen their skills and perform at a top level. In the zoo and aquarium world, are we holding ourselves back with “other duties as assigned,” or can we commit to fewer, deeper areas of expertise? - Reimagining the Business Model for Engagement
In the gaming world, the free-to-play model has revolutionized accessibility, allowing greater numbers to engage with games and supporting a more flexible revenue model through in-game purchases that have driven innovation and ultimately led to accelerated profits. - Create Experiences Worth Returning For
Esports isn’t about just watching a game; it’s about the immersive experience. The adrenaline of live matches, the excitement of exclusive events, and the connection within the gaming community all contribute to why fans keep coming back.
