The Esports craze has been quite a big deal in the past couple of years and if anything is to go by, this year’s Electronic Entertainment Expo (E3) is proof that the rapidly growing and evolving activity is here to stay. Launched in 1995, E3 is known for being a great generator of media impressions something that is currently at the center of Esports’ development hence the Esports companies are naturally drawn to the event. Besides, E3 is all about video gaming, and so is Esports which makes them, essentially, separate parts of a single but humongous entity.
In 2017, a record 68,000 people attended E3 – this included a 15,000 video game fans who took advantage of the opportunity that came with the debut of a more open system that allowed consumers to buy tickets to the sprawling industry-only trade show. This year saw even more consumer attendance and in an effort to connect with and cater to all the different facets of the audience, E3 partnered with Big Block Capital Group as well as other big brands like Volkswagen Jetta to launch Subnation.
According to Owner Big Block, one of the mentioned E3 partners, Subnation is part of a substantive push by Big Block and E3 to connect brands directly to the consumer fan base that built the gamer/Esports worlds.
“Subnation is an omnichannel media platform bringing together gaming and esports with lifestyle brands,” Big Block Capital chief executive officer, Seven Volpone said in an interview with tvrev.com. “Subnation’s mission is to elevate this global trend, celebrating the creators, innovators, and consumers who are defining today’s gaming culture while providing brands a new forum to connect with these important and influential audiences.”
Subnation will offer a series of brand experiences, live performances as well as immersive entertainment celebrating gaming and the thriving Esports culture during the expo. There will also be a nearby after party that has been dubbed Subnation Live and it will feature a performance DeadMau5.
Volpone went further to clarify that the idea behind Subantion is to better engage and connect different brands with the expressions of culture and lifestyle that are now characteristic of both the video gaming and Esports sectors. Capitalizing on this particular areas is a vital move that will eventually bring them in on the big bucks – according to PwC, these particular sectors generated a whopping £23.4 billion in the United States in 2017.
“Esports is a really exciting avenue for Big Block. We’ve been actively involved in eSports for more than 15 years. We tend not to get involved in things just because they are the trend. We really are out there mining for the best things, before they become the best thing,” Volpone added.