The Do's and Don'ts of Esports Marketing

Published: 2026-01-23 · Esports · Ricky Bandelin

This precise nature of esports draws in a certain type of fan that gravitates towards honesty, fairness, and camaraderie. Check out these do's and don'ts to remember when launching an esports marketing campaign.

Key Takeaways

• Esports audiences value authenticity and can identify inauthentic brand behavior instantly
• Partnering with genuine voices in the gaming community is more effective than traditional influencer marketing
• Long-term brand commitment to the esports space is rewarded with community loyalty that one-off campaigns cannot buy
• Treating esports fans as sophisticated, engaged people — not stereotypes — is the foundation of effective messaging
• Brands that listen to and engage with the community before marketing to it consistently outperform those that do not

DO: Respect the community and its culture. Esports fans are passionate and can spot inauthenticity from a mile away.

DON'T: Use gaming stereotypes or condescending messaging. Treat your audience as the sophisticated, engaged community they are.

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