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The Non-Endemic Brands Getting into Gaming

Mar 16, 2022

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The Non-Endemic Brands Getting into Gaming

The growth of the gaming industry has been exponential over the past few years. Anticipated to be worth $339.95 billion by 2027, the gaming industry is the largest entertainment industry—larger than the film and music industries combined. Understanding the pure size of the industry and its engaged audience, it’s clear why so many non-gaming brands want to get involved. 

We’ve rounded up the most exciting non-endemic brands in esports and gaming partnerships from the past six months. 

Non-endemic brands in eSports and Gaming

ONE Esports x HSBC 

Non-endemic brands in esports: ONE Esports x HSBC

ONE Esports, the esports media venture of sports media company ONE Championship, has partnered with international banking and financial services company HSBC. The partnership will introduce a pilot project across Malaysia and Indonesia, and see the two companies collaborate on a number of community tournaments and one major event in 2022. 

The companies will collaborate to produce content that is focused on financial guidance within MOBA games. Although we’re still waiting on final details, the press release did say the content will consist of “useful hints and tips” in addition to “expert advice”. 

ONE Esports will also provide HSBC with research and reporting on the Southeast Asian esports community’s preferences and behaviors in regard to financial services. 

Psyonix x 7-Eleven

Non-endemic brands in esports: Psyonix x 7-Eleven

Let’s move on to more non-endemic brands in gaming! North American convenience store chain 7-Eleven has partnered with Psyonix to become an official sponsor of the North American Rocket League Championship Series (RLCS). The partnership includes naming rights to a regional RLCS event, called the 7-Eleven Slurpee Cup, which is set to take place online between May 13-15th. 

7-Eleven will also partner with Rocket League to provide exclusive in-game 7-Eleven-themed customisation items that can only be accessed by purchasing Mountain Dew, Doritos and other select products at participating 7-Eleven Speedway and Stripes stores. 

ESL Gaming x Müllermilch

Non-endemic brands in esports: ESL Gaming x Müllermilch

Esports tournament organiser ESL Gaming has revealed a partnership with German dairy brand Müllermilch; the brand will become a premium partner of ESL Meisterschaft throughout 2022. 

Teams participating in the tournament and fans at the event will receive a range of Müllermilch products. In addition, both companies will collaborate to create activations that focus on “community participation”—although details of these activations are yet to be disclosed.

League of Legends’ LLA x AB InBev

Non-endemic brands in esports: League of Legends’ LLA x AB InBev

Riot Games’ Liga Latinoamérica (LLA), the top level of professional League of Legends in LATAM, has announced a partnership with multinational drink and brewing company AB InBev. As part of the multi-brand deal, AB InBev will provide support for League of Legends esports in LATAM throughout the rest of 2022. 

AB InBev will organise viewing parties for LLA fans at local bars as promotional events. The viewing parties will start in Mexico and Colombia before expanding into Chile and Argentina later in the year. 

League of Legends fans can also win prizes throughout the duration of the season by playing prediction-based games. Beer brands such as Corona, Budweiser, Poker and Becker will also be teaming up with the LLA to organise these events. 

Xbox x OPI

Non-endemic brands in gaming: Xbox x OPI

Leading nail polish brand OPI has collaborated with Xbox to create its Spring 2022 Collection. The companies are “inviting everyone to play and express their creativity through nail art,” with 12 hues that bring to life the virtual worlds of Xbox Game Pass titles and popular gaming phrases. This is another example of non-endemic brands in gaming! 

The collection is available globally, and at select global retailers, purchases of the collection will unlock special in-game content for Halo Infinite and Forza Horizon 5. In addition, fans will have the chance to win custom Xbox Wireless Controllers in top trending hues. 

Giants Gaming x Burger King Spain

Non-endemic brands in gaming: Giants Gaming x Burger King Spain

Spanish esports organisation Giants Gaming has announced a partnership with the regional branch of global fast-food chain Burger King. Burger King’s logo will be featured on the front of Giants’ professional team jerseys. The fast-food chain’s branding will also feature on social media and broadcast channels of Giants, as well as the organisation’s players and content creators.

The two companies have announced plans to collaborate on content and campaigns throughout 2022 and have released a social media video to celebrate the partnership.

FACEIT x Gucci 

Non-endemic brands in gaming: FACEIT x Gucci

Last October, esports tournament organiser FACEIT announced a grassroots esports-focused partnership with luxury fashion brand Gucci. The two parties will work together on projects related to community growth and the self-development of esports players, rather than creating a branded clothing range. 

Our global paid media agency and global social media strategy agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

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@ Socially Powerful

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James Hacking

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Socially Powerful, founded in 2017, stood as pioneers of the influencer marketing industry. Today we are a global social marketing agency and technology company.

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