Esports Can Now Get Gen Z Into College

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Teens are signing up for high school esports teams, securing esports college scholarships, and carving out careers in the lucrative industry. What does the future hold for the world of competitive video gaming? We found out...

Esports is not just a booming streaming space and massive marketing opportunity but also becoming a viable academic and career path for teens. In our Esports Levels Up trend, 97% of 13-35-year-olds who watch esports told us that they think competitive video gaming is getting more popular with people their age, and the industry is expected to rake in $1.1 billion in 2019, and Goldman Sachs is predicting that the number of esport viewers will match the NFL’s by 2022 . With those promising numbers, it should come as no surprise that esports is beginning to get treated as a real sport. Teens today who hone their gaming talents can secure scholarships to college, which could translate to going pro as a player or into a fully-fledged esports career. One Chinese college is even offering a three-year curriculum on esports, according to MSN, and the courses aren’t just preparing students to be professional gamers (only the top students pursue that path). Instead, many students are gearing up for careers in competitive gaming that range from coaching to organizing events. With an increasing number of lucrative careers to be carved out in the growing industry, teens can officially say they want to play video games when they grow up.

Thanks to PlayVS, their first step could be joining their local high school esports team. Variety reported that esports competitions are coming to high schools across the U.S. and the first season starts this fall. Yes, being a varsity competitive gamer will soon be a thing—and considering over 200 colleges now offer esports scholarships—it’s…

 
 

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The Newsfeed

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Jell-O is rolling out edible slime kits. Their Unicorn and Monster kits cash in on the slime trend, which has been booming in the anxiety economy for at least three years. Elmer’s, Cra-Z-Art, and Nickelodeon were all quick to tap the trend for marketing and products while Jell-O is a little late to the party. But considering that 82% of teens told Ypulse last year that they’ve participated in at least one trending activity to relax, there might still be time to capitalize. (Vox)

BuzzFeed is getting into the retail game, with plans to open family-focused stores across the country, starting in NYC. The brick-and-mortar venture, called Camp, will sell toys and apparel to Millennial parents and their kids, and the first is scheduled to open in time to capture some holiday spending. The concept is copying Story by changing up products and experiences every eight to 12 weeks, because, “we want to deliver adventure every time they come to the store.” (Ad Age)

Pharma companies are using influencers for social media marketing. Wego is a platform that connects patients with social media followings to pharmaceutical companies for marketing activations, like posts about drugs and devices. One company at least has seen success using the approach: Sunovian's earned media impressions surged from fewer than 100,000 to more than 13.2 million after working with Wego. The biggest caveats to that cashflow could be abiding by FDA regulations and contending with “a myriad of ethical issues." (STAT)

Eighty-five percent of Millennials have purchased a product after viewing a branded videoThat’s nearly 10% higher than the adult average for the U.S, U.K., and Australia, according to Brightcove. In addition, 56% ranked videos as more engaging than any other marketing materials and 46% said its their favorite form of brand communication. They're also seeking Shoppable content: 30% said they're interested in videos containing purchase links. (Marketing Charts)

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