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How Brands “Play Games”
BY Ye ChenNov 20, 2020
As the game and e-sports (video game competition) industry continues to grow quickly in China, many brands are considering or have already started to cooperate with this industry to increase brands’ exposure and build a connection with young people in China. They also have adopted many cooperation strategies, including directly sponsoring e-sports games, crossover cooperation, in-game advertising, etc. Their methods and approaches will be discussed in this article.
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Half a month ago, League of Legends World Championship 2020 came to a close in Shanghai. As one of the most well-known e-sports games in the world, it attracted much attention from not only global players but also brands. If people open the official League of Legends World Championship website, they will be surprised to find that this game has so many famous sponsors, including Mercedes-Benz, KFC, Bose, etc.

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Ye Chen
ChemLinked Research Analyst
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