ESI Brand Showcase: How to Integrate Partner Brands with Esports Organizations

Have you ever wondered why Pringles — the favorite snack of esportsmen and gamers? G2 Esports and the parent company of the snack brand join the exhibition Esports Insider Brand Showcase, to discuss the merger of the two brands and what makes their collaboration so successful.

Who is this?

Sabrina Ratikh, Commercial Director G2 Esports

Andreas Billker , Senior Marketing Manager at Kellogg Deutschland GmbH

ESI Brand Shows invite select esports rights holders and their brand partners to the stage to celebrate successful collaborations.

What do they say?

Discussing how G2 Esports has become one of the most widely known esports organizations, Ratih said, “In addition to our competitive success, it is very important for us to be relevant and interesting. Thanks to our diligence, we were really able to translate love for the brand into engagement. We are one of the most popular and talked about esports clubs in the world. In terms of social importance, we are number two in the world, which is crazy when you think about how young we really are.

“I think it's not just because of our competitive success where we really excel in all of our games, but because of our approach to storytelling. This means that our fans are simply attached to us, to G2, even if we lose or even if there is no game for a couple of weeks or months.”

Billker added that esports perfectly represents the new brand's "target group": "At Pringles, our mission is to bring people together and create unexpected fun moments for our consumers. I think that says it all, and that's why I'm here today, because bringing people together and unexpected fun are synonymous with esports. We are really focused on gaming and esports as one of the two priorities of our engagement with the brand as early as 2017.

“Actually, gamers love Pringles! They are perfect for gaming thanks to their unique and always the same shape, so they are easy to grip with one hand. They are much less greasy and crumbly than our competitors. We know from research that gamers value precisely these characteristics, which is why Pringles is the number one snack brand in the gaming world in the UK and Germany.”

Why should I watch this?

Learn about forming partnerships between esports organizations and sponsoring brands.

Where can I see more?

Source: Esports Insider YouTube channel

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