Esports and gaming, once at the periphery of pop culture, have taken center stage over the past decade to become a worldwide phenomenon capturing attention globally by millions.
While the explosion of perceived victory and enjoyment of their nature is apparent, there’s an increased perception of what else they provide. Brands have a chance to make this message and benefit from responsible engagement.
Storytelling
Facts and figures are good but no one can substitute a gripping story. Brands may collaborate with pro gamers, schools, or even ordinary students to demonstrate how esports and gaming have improved their lives.
Share authentic stories of players enhancing critical thinking through gameplay strategy, honing teamwork and communication skills via online collaboration, or identifying career paths such as in-game design, streaming, or event management. Let such narratives describe an interesting world beyond the controller.
Focusing on specific skills
Instead of a broad “gaming is good for you” statement, brands can explore individual skills developed by different games. One of the distinct features that can be highlighted in puzzle games is their ability to increase problem-solving and cognitive flexibility.
Strategy games can highlight their development of critical thinking, resource management, and decision-making under pressure. First-person shooters can also be presented as systems in which it’s possible to develop spatial awareness and hand-eye coordination.
Leveraging existing platforms
Esports tournaments and gaming platforms provide a huge, engaged crowd. So, brands can rely on these pre-existing ecosystems to spread the word about education.
Organize big tournaments, offer educational side-events, or make in-game tutorials and challenges that emphasize valuable skills. Amplify reach by partnering with a popular streamer or influencer to create educational content that can resonate with younger generations.
Collaboration
Gaming communities are renowned for close relationships and cooperative attitudes.
Brands can help facilitate and foster these communities by developing online forums, promoting educational workshops, or organizing offline events where players can teach one another. Encourage the sharing of strategies, tips even failures that create a growth mindset and emphasize teamwork in learning.
Advocating for responsible gaming
Promoting the benefits of esports and gaming in terms of education is as important, but we also need to advocate for responsible participation. Brands can also collaborate with mental health organizations or educational institutions to offer resources on healthy gaming habits, time management, and cyberbullying prevention.
Partnering with institutions
Collaboration can help to bridge the gap between the gaming world and traditional education. Brands can collaborate with schools and universities for esports courses or pilot programs that incorporate some gaming aspects into the educational setting.
For instance, firms may facilitate the enhancement of history lessons with relevant and interactive historical strategy games or science principles investigated through engaging simulations.
Measuring impact
If a campaign promotes the educational benefits of esports or gaming, there are other potential markers for success than just sales and reach.
Brands should establish metrics for monitoring engagement with knowledge material, contribution to community activities, or even improvements in students’ academic results/goals. These deeper insights will demonstrate the true impact of the campaign and guide future initiatives.