The Esports Opportunity
Esports’ exponential growth has seen the sector ascend from a niche interest to an everyday entertainment habit, especially in the APAC region. There, 160 million people engage with esports content (such as competition broadcasts, athlete livestreams, and grassroots tournaments) multiple times a month.
With a large, varied audience, tapping into esports could provide your business with access to a diversified pool of consumers. But how can you join in? Draw inspiration from Marriott Hotels, which recognised the opportunity in this digital gaming trend through its partnership with King Pro League – the world championship tournament for Honor of Kings (the highest-grossing mobile game globally, surpassing $10bn in total player spend).
As part of the partnership, 24 Marriott hotels across China created dedicated viewing spaces for matches, meet-and-greets with players, and fan get-togethers. As many of these hotels were located in so-called second-tier cities, with populations ranging from 50,000 to 100,000 people, this is also an example of how businesses like Marriott Hotels can leverage brand penetration to bring in-person esports experiences to a wider audience.