The Consultancy is in the blog

All year long, we research for our clients, monitor trends and new areas of the marketing industry, mainly in sports and luxury fields. The team writes articles on these key trends that we share on our blog. If you haven’t had the chance to read them yet, here’s a full year’s review.

Creating a brand to reflect a business is one of the most important missions every entrepreneur has to tackle when starting a company. Beyond a memorable logo, good branding increases the value of a company, provides employees with direction and motivation, and helps acquire new customers. But be careful, this is not a one-time mission. A brand and its branding aren’t static and can’t just be set up once and then ignored forever after.  Many companies start off in one direction, but they don’t necessarily keep that course. They grow and adapt, they add more services, change their business model, decide that perhaps the audience they were once aiming for isn’t the one they want to target anymore. Maybe the founder decides to add a specific product or service or focus on a new market, another reason may be a shift in focus to a product that is outselling the competition.  Industries can change in the blink of an eye and customers can come to expect something new overnigh...

Riot Games Of the USD1.5 billion worldwide eSports market , investors account for 50 per cent and sponsors/advertisers are close behind at 35 per cent . The remaining portion is comprised of prize pools (6 per cent), merchandise and ticket sales (5 per cent), and betting and amateur tournaments (5 per cent).  Intel, T-mobile, Coca-Cola, Airbus, Mercedes-Benz and Nike are some of the biggest sponsors at the moment. The link is obvious for internet-computer moguls Intel and T-Mobile, but what’s in it for Airbus and Mercedes-Benz?  Coca-Cola Company eSports puts brands in front of an audience that is becoming notoriously difficult to reach . The viewers of eSports’ content are less likely to consume traditional media . They grew up watching YouTube and getting content on demand. For them, heading to popular video game streaming site Twitch to watch a match is traditional. Primarily comprised of millennials, they are also v ery savvy at avoiding old-school advertis...

Getty Images ESports exploded in 2010. Good players started posting their gaming sessions on global online platforms such as Youtube and Dailymotion , but they lacked the capacity to live stream interact directly with the gaming community. This led to a simple yet remarkable solution that changed the industry forever: Twitch .  Called ‘Justin.tv’ before being absorbed by its mother branch, Twitch is the No. 1 destination for gamers wanting to showcase their skills and for people wanting to watch them. The streaming service was branded as the online gathering point for gamers around the world. Its growth has been spectacular: in 2012, the number of minutes spent on Twitch videos was 72 billion. In 2018, the minutes jumped to 560 billion . This exponential expansion can be explained in part by gamers professionalizing their content and achieving more and better sponsorships, plus gaming companies’ choice to live stream their tournaments on Twitch.  Quick note: in 201...

  Epic Games Unless you were living under a rock these last few months, you learned that a formerly unknown 16-year-old video game player from Pennsylvania named Kyle Giersdorf, aka Bugha , was the first-ever winner of the Fortnite World Cup, earning USD 3,025,900 in prize money. As a comparison, Novak Djokovic’s prize money for winning Wimbledon this year was USD 2,983,748. Yes, you read right, Nole won less money than Bugha. Another irony of this tennis comparison is that the Fortnite World Cup took place in the legendary Arthur Ashe Stadium , home of the US Open. With this, ladies and gentlemen, we have officially stepped off the high board into the depths of eSports. . Humble Beginnings The first known eSport competition was more of a geeky reunion at a time when the term didn’t even exist. In October 1972 , a Stanford student saw a flyer on a bulletin board that read:  “The first 'Intergalactic Spacewar Olympics' will be held here, Wednesday 19 October...