Why Anheuser-Busch and Another Beer Brands Is Pouring Money Into Esports

Games are becoming increasingly popular, with many tournaments and professional players emerging. Undoubtedly, many boosting services are also gaining popularity.

From a niche hobby, esports has transformed into a billion-dollar industry valued at $1.72 billion (2023) and is predicted to reach $2.06 billion (2024) to $9.29 billion (2032). It’s exhibiting a compound annual growth rate (CAGR) of 20.7% from 2024 to 2032.

Esports users continue to grow in numbers and are forecasted to reach over 65 million users in the US alone by 2028. It appeals to younger audiences, with players becoming professionals between 16 and 18 years old and retiring at most 24 years old.

But amateurs and professional users alike enjoy their esports games. Many use the boosting services featured at Onlyboosters.gg to boost their games.

Esports growth shows no signs of slowing down. Expanding participation, increasing viewership and the popularity of competitive gaming drive the industry. Today, significant esports events and tournaments like The International (DOTA 2) and the League of Legends World Championship rival traditional sports, drawing millions of viewers worldwide.

Esports viewers, or those watching esports and attending tournaments, are diverse. Fifty percent are millennials, 26% are Gen Zs, and 20% are Generation Xs. Esports appeal strongly to younger audiences, an essential demographic for beer brands that want to put themselves in front of them.

Beer Brands Connect with Esports Gamers & Viewers

Anheuser-Busch and other beer brands recognize that the Millennials and Gen Zs are digitally savvy groups with less inclination toward traditional marketing like newspapers and flyers.

These consumers are experiential users, preferring experiences and genuine connections with brands. And again, beer brands recognize this. Thus, they use different marketing approaches to tap into the vast younger generation market, including partnerships with influencers, themed merchandise, and tournament sponsorships.

By using these strategies, beer brands can connect with them deeply by creating memorable experiences that these audiences can relate to and resonate with.

Anheuser-Busch has been taking serious steps in its experiential campaigns to connect with esports fans and enthusiasts. They previously announced a partnership with League of Legends publisher Riot Games. 

The beer brand aimed at creating more meaningful experiences for esports users by offering in-game content and hosting different viewing parties and events to bring their products in front of esports enthusiasts, allowing them to directly engage and connect with them while positioning themselves as a brand partner for the gaming community.

Other brands are also taking steps towards this direction. Bud Light and Miller Lite are brands pouring their money into partnerships and sponsorship while acknowledging the overlap between their beer consumer base and the gaming community market.

These beverage companies are building communities around their target market’s shared interests in addition to primarily advertising and marketing their products. And they seem to be doing a great job. Their efforts are rewarding them, as they have started gaining support from the gaming community.

Why are their marketing strategies effective? Bringing experiences to younger audiences allows them to align their brands with the e-gaming culture, build trust and loyalty among the younger market, and make a lasting brand connection.

Social Media and Live Streaming Bring Them Closer to Esports Fans

Facebook Gaming, YouTube Gaming, and Twitch also drive the growth of the esports industry, changing how gamers consume esports. Live streaming on social media brings gamers closer to viewers, allowing the latter to interact with live streamers and players, giving them an immersive, exciting experience.

Beer brands take advantage of live-streaming environments. They create innovative and interactive marketing campaigns that better connect with the audience through active participation.

Sponsored interactive polls and giveaways are engagement formats they utilize during live streams. These allow them to cultivate brand awareness, recall, and invite viewers to participate and interact with their brand. As a result, consumers can positively associate with beer brands through active participation in sponsored live-streaming events.

Social media platforms, such as TikTok, where younger esports fans spend a lot of their time on, are excellent channels brands can utilize to bring their beers closer to their target market. 

Content like behind-the-scenes footage and highlights of e-sports events effectively engages e-sports consumers. Thus, brands can personally connect with them by sharing e-sports-related content.

Beer Brands Engage with The Gaming Community

Anheuser-Busch and other beer brands engage with gaming consumers through partnering with gaming influencers, sponsoring community-based esports events, and supporting other gaming initiatives.

Brands can sponsor events to support and showcase rising talents and encourage upcoming pro gamers. This is not only engaging with the community but also motivating for the gamers themselves.

Let’s cite an example. In the alcoholic beverage industry, award-giving bodies in the beer brewing community, like the Next Wave Awards, recognize and support talent. They recently named Brewer Derek Gallanosa the National Brewer of the Year. When talent is recognized, people are more motivated to do their best.

These marketing approaches focus on something other than increasing sales. Instead, they create positive connections with the community by promoting a sense of belonging among esports gamers and viewers. Such campaign efforts can show the gaming community that beer companies are seriously invested in its growth and development.

Conclusion

Anheuser-Busch and other beer companies recognize the importance of experiential marketing in targeting younger audiences from the esports community. As the gaming industry grows, so do its audiences, which beer brands can tap into by leveraging this market to promote their brand. They can access the tech-savvy, digitally inclined younger audiences by building community relationships, creating esports-related content, and investing in sponsorships and events.