Esports Gaining Traction In Argentina

Victor Frascarelli, who is a writer for The Esports Observer, recently published an article entitled “The State of Esports in Argentina”. In this article, Frascarelli says that esports “is gaining traction in Argentina,” mentioning companies like Logitech and Cooler Master, which have partnerships with Argentinian esports organizations.

“Being one of the brands investing in the Argentinian scene, Cooler Master spoke to TEO through its regional manager Ariel Ignacio Mai regarding the development of esports in the country, also referencing the COVID-19 crisis as a pushing factor: ‘As in all sports, Argentina has a very good development of professional players thanks to the fact that there is a very interesting amateur scene within each esport. In addition, the global situation that we have had to live through in 2020 helped Argentina accelerate the professionalization processes by placing it today among the three most developed countries in esports in the region.’,” writes Frascarelli. “Mai also offered some advice to brands that would like to enter the Argentinian esports market: ‘Get to know the actors of the ecosystem to determine the value proposition that it is going to contribute. Understand which communication vehicles are protagonists and lead the market to analyze sponsoring or working as partners. Get to know the type of audience you will have to work with to develop an excellent inbound marketing and omnichannel marketing strategy for long-term planning since Argentina is a country that is currently migrating from the niche to the mainstream.'”

According to information collected by ABI Research, the online video and gaming market hit $330 billion over the past year. Gaming saw year-over-year growth of over 22% in 2020.

(All information was provided by The Esports Observer and ABI Research)

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