Game On: eSports and Military Veterans
How Tapping into eSports Can Help Companies Level Up Engagement with Military Veterans
We Called It
In 2021, we wrote about how eSports will be the next market opportunity to reach America's military-connected community. In the article we wrote that,
"Marketing and communication experts should pay attention to this growing medium for future opportunities to promote services and programs for veterans and military families."
Our recommendation was prescient as military-affiliated organizations, including national nonprofits and the federal government, have begun to embrace video games as a medium and eSports as a legit market play. Let’s review how some organizations have taken advantage of eSports and gaming opportunities over the past year.
The Ruck March to eSports & Gamers
(Source: Giphy)
The past year has seen an increase in the use of eSports and the gaming community to engage with military veterans. Here are just a few examples we’ve been following.
Regiment Gaming which promotes itself as "America's #1 Military Gaming Community" announced sponsor partnerships with The American Legion (TAL) and USAA providing both an opportunity to reach millions of members. Regiment also streams on Twitch to more than 12.9K followers.
The Wounded Warrior Project (WWP) announced Stream to Service which allows streamers to fundraise for the national nonprofit while playing video games. WWP also streams on Twitch to more than 5.2K followers.
WWP and the U.S. Department of Veterans Affairs held a stream on Twitch with veterans and gamers covering details of the PACT-Act which provides federal benefits to veterans exposed to toxic substances during military service.
Stack-Up which we featured in March and is based on Los Angelas, CA, operates a host of programs for military veterans including the #PhalanxHouse which is, "one part office, one part AirBnB, and one part tailored community center, PHALANX House located in sunny Los Angeles, is our permanent presence of veteran support." It even has a swimming pool.
Blackpoint Battleroyale (Blackpoint BR) based in Fayetteville, North Carolina, is building an entire video game with military veterans at the forefront to, "combat veteran stressors such as PTSD and suicide prevention," also to expand, "the Esports community and the curriculum at colleges and universities" and "to introduce coding to urban communities in an effort to combat youth violence." They've already released an in-game Pre Alpha Teaser and plan to launch on Steam.
Why eSports?
The primary reasons go beyond the pure market play to increase brand PR and reach. These organizations are embracing eSports and video games as an opportunity to discuss, support, and improve mental health across broad swaths of the military-connected sector.
Stack-Up operates an Overwatch Program through Discord to, "bring awareness to suicide prevention and promote positive mental health" by connecting veterans in need with critical services; WWP uses livestreaming and gaming to, "connect warriors and their families to lifesaving programs" to combat loneliness; TAL cited reaching a younger demographic with its Be the One suicide-prevention initiative as one motivating factor for their partnership with Regiment.
How to Get Involved
(Source: Squarespace)
We've talked about the eSports industry as an emerging PR play for companies and professionals since 2021—now that market has emerged. How can your business get involved?
1. Sponsor eSports Tournaments: Sponsoring eSports tournaments can give your brand significant exposure and associate it with a popular, fast-growing industry.
2. Collaborate with eSports Influencers: Partnering with popular eSports athletes and influencers can help your brand reach a wider audience and gain credibility within the gaming community.
3. Develop In-Game Ads: Create unique in-game advertisements that resonate with the eSports audience. This can separate your brand from competitors and increase its visibility.
4. Create eSports-themed Products or Services: If your company's offerings can tie into the eSports world (like gaming gear or energy drinks), creating eSports-themed products can attract fans and players.
5. Establish an eSports Team: If it aligns with your brand, establishing your own eSports team can significantly boost your brand's image and directly engage with the eSports community.
6. Host eSports Events: Hosting events, whether they're large tournaments or small local gatherings, can bring the eSports community together under your brand's name.
7. Offer Scholarships for eSports Players: Offering scholarships for aspiring eSports players can demonstrate your company's commitment to supporting the eSports industry and its players.
8. Build eSports Training Facilities: Investing in infrastructure like training facilities can provide tangible support to the eSports community and position your company as a key contributor to the industry's growth.
You Got This
Remember, the key to successful PR in eSports, like any field, is authenticity. Any involvement should show a genuine understanding and respect for the community and its members. Your company should place a premium on ways it can connect mental-health services and programs with gamers.
Evocati PR is a member of the Esports Trade Association. If you'd like to be connected with industry representatives or one of the companies we mentioned above, contact us today to get started.
You may also enjoy reading …
