As interest in esports has continued to grow during the pandemic, properties in the space are focused on creating platform-specific content to engage viewers. That was the strategy shared by two execs at the virtual Esports Rising event this afternoon. FaZe Clan COO Jaci Hays, whose organization has teams in several prominent leagues, said, “We don't take one piece of content and just push it out across all platforms. … We speak to each audience where they are.” Social-audience intelligence and sponsorship-measurement firm Zoomph co-Founder & Chief Digital Officer Nick Cronin said, “Understanding those audiences allows you to look at the different KPIs and goals that you have set for each one.”
Before the pandemic, live events were expected to ramp up across the esports space, which was obviously halted by the pandemic. Hays: “This has created a new event for us, live streaming, and it's been an incredible pivot and our fans have loved it. … It's been a new revenue stream for us.” Cronin said that that move has helped Zoomph be more relevant. “Everything moving to digital, we became a little bit more important in looking at all these metrics that are happening on these different platforms,” he said.
