{"id":7375,"date":"2022-01-28T14:00:59","date_gmt":"2022-01-28T19:00:59","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=7375"},"modified":"2022-01-27T11:14:20","modified_gmt":"2022-01-27T16:14:20","slug":"con-esta-estrategia-subway-incursiona-en-los-esports-latinoamericanos","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/con-esta-estrategia-subway-incursiona-en-los-esports-latinoamericanos\/","title":{"rendered":"Con esta estrategia Subway incursiona en los eSports latinoamericanos"},"content":{"rendered":"<div class=\"elementor-element elementor-element-6ed40cf8 elementor-widget elementor-widget-theme-post-excerpt\" data-id=\"6ed40cf8\" data-element_type=\"widget\" data-widget_type=\"theme-post-excerpt.default\">\n<div class=\"elementor-widget-container\">\n<p class=\"p3\">El confinamiento social por la Covid-19 puso en la mesa la importancia del\u00a0<i>gaming<\/i>\u00a0y expandi\u00f3 el crecimiento de los\u00a0<i>eSports.<\/i>\u00a0Con ello, las marcas vieron un ampli\u00f3 abanico de oportunidades, ya que representan una revoluci\u00f3n en la creaci\u00f3n de<i>\u00a0engagement<\/i>\u00a0y de la comunicaci\u00f3n con las audiencias j\u00f3venes, como\u00a0<i>Millenials\u00a0<\/i>y\u00a0<i>Generaci\u00f3n Z.<\/i>\u00a0Aprovechando la oportunidad del mercado,<strong>\u00a0Subway anunci\u00f3 un acuerdo de patrocinio por un a\u00f1o con INFINITY, el club de deportes electr\u00f3nicos en Latinoam\u00e9rica que se construyo a partir del \u00e9xito de sus resultados en League of Legends (LoL).<\/strong><\/p>\n<blockquote>\n<p class=\"p3\">\u201cEn subway, hemos estado buscando diferentes formas de conectarnos con audiencias m\u00e1s j\u00f3venes, pero quer\u00edamos hacerlo de manera autentica y no unidamente con la presencia del logo\u201d, dijo Natalia Isaza, Senior Manager, Digital Marketing para Latinoam\u00e9rica en Subway.<\/p>\n<h2 class=\"p3\"><b>La expansi\u00f3n de los\u00a0<em>eSports:<\/em>\u00a0una oportunidad sin precedentes para las marcas<\/b><\/h2>\n<p class=\"p3\">Con la poblaci\u00f3n confinada y consumidores sedientos de nuevo entretenimiento, el mercado de los\u00a0<em>eSports<\/em>\u00a0fue una excelente oportunidad para aquellos j\u00f3venes que quer\u00edan llevar los videojuegos a un nivel profesional y deportivo.<\/p>\n<p class=\"p3\">A nivel mundial, China lidera el mercado de los videojuegos, datos de Statista informan que, en el 2020 el pa\u00eds asi\u00e1tico ingreso m\u00e1s de 40 mil 500 millones de d\u00f3lares (mdd)gracias a las ventas de juegos, consolas y otros componentes.<\/p>\n<p class=\"p3\">Pero\u00a0<strong>M\u00e9xico no se queda atr\u00e1s \u2013se encuentra en el top 10 a nivel mundial\u2013, en 2020, fue quien lidereo el mercado en Latinoam\u00e9rica, con ingresos aproximados de 1 mil 900 mdd, durante el confinamiento el n\u00famero de\u00a0<i>gamers\u00a0<\/i>alcanz\u00f3 72.3 millones al finalizar 2020, con un aumento de 5.5 por ciento con respecto al 2019, y claro, los\u00a0<em>eSports<\/em>\u00a0reafirmaron su importancia en el mercado latinoamericano.<\/strong><\/p>\n<p class=\"p3\">El atractivo de los\u00a0<em>eSports<\/em>\u00a0radica en que son videojuegos multijiugador donde varios usuarios, generalmente profesionales organizados en federaciones, ligas o equipos, compiten por un premio mientras son observados por una gran audiencia, indican datos de\u00a0<a href=\"https:\/\/www.humanconnectionsmedia.com\/\"><span class=\"s1\">Human Connections Media.<\/span><\/a><\/p>\n<p class=\"p5\">En 2020, Fortnite fue el juego m\u00e1s ic\u00f3nico por su \u00e9xito, ya que 200 millones de usuarios m\u00e1s all\u00e1 de jugar lograron establecer una interacci\u00f3n, la cual represent\u00f3 una nueva forma de convivencia, y por supuesto, un cambio cultural.<\/p>\n<p class=\"p5\">Asimismo, en abril de 2020, se lanz\u00f3 la eLiga MX, una r\u00e9plica del torneo Clausura 2020 en formato virtual, donde algunos jugadores de los equipos disputaron partidos desde sus casas. Seg\u00fan Human Connections Media, el 33.43 por ciento de la audiencia de los torneos en TV fueron personas entre 4 y 18 a\u00f1os, algo inusual durante los partidos del torneo tradicional y se vio una amplificaci\u00f3n hacia las redes sociales, demostrando el gran potencial de comunicaci\u00f3n de los\u00a0<i>eSports.<\/i><\/p>\n<h2 class=\"p5\"><b>Subway, el restaurante oficial de los<em>\u00a0eSports<\/em><\/b><\/h2>\n<p class=\"p5\">El sector de los\u00a0<em>eSports<\/em>\u00a0est\u00e1 en crecimiento y en el que se puede acceder a una audiencia segmentada y personalizada, tiene cobertura internacional, representantes propios, y lo m\u00e1s importante, la publicidad es visualizada como parte del entretenimiento.<\/p>\n<p class=\"p5\"><strong>Para llegar a la audiencia de INFINITY, Subway realiza patrocinio estrat\u00e9gico y la asociaci\u00f3n contempla la presencia del logo de la marca en la playera deportiva, la realizaci\u00f3n de una\u00a0<em>docuserie<\/em>\u00a0\u2013planeada para el segundo semestre del a\u00f1o\u2013 y distintas iniciativa de<em>\u00a0marketing digital.<\/em><\/strong><\/p>\n<p class=\"p5\"><strong>El patrocinio vincula los valores de ambas marcas y tienen el objetivo de trabajar para ayudar a los j\u00f3venes y jugadores de\u00a0<em>eSports<\/em>\u00a0a llevar una vida balanceada para mejorar su agilidad y rendimiento.<\/strong><\/p>\n<p class=\"p5\">Al respecto, Szafirsztein, Director Comercial de INFINITY menciona que ambas empresas comparten el compromiso de cuidar la alimentaci\u00f3n de las audiencias j\u00f3venes y apostar\u00e1n por desarrollar contenido org\u00e1nico que conecte con el p\u00fablico joven.<\/p>\n<\/blockquote>\n<\/div>\n<p>Fuente: https:\/\/www.merca20.com\/con-esta-estrategia-subway-incursiona-en-los-esports-latinoamericanos\/<\/p>\n<\/div>\n<div class=\"elementor-element elementor-element-10c060e elementor-widget elementor-widget-global elementor-global-570978 elementor-widget-theme-post-content\" data-id=\"10c060e\" data-element_type=\"widget\" data-widget_type=\"theme-post-content.default\">\n<div class=\"elementor-widget-container\">\n<blockquote>\n<p class=\"p3\">\n<\/blockquote>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>El confinamiento social por la Covid-19 puso en la mesa la importancia del\u00a0gaming\u00a0y expandi\u00f3 el crecimiento de los\u00a0eSports.\u00a0Con ello, las marcas vieron un ampli\u00f3 abanico de oportunidades, ya que representan una revoluci\u00f3n en la creaci\u00f3n de\u00a0engagement\u00a0y de la comunicaci\u00f3n con las audiencias j\u00f3venes, como\u00a0Millenials\u00a0y\u00a0Generaci\u00f3n Z.\u00a0Aprovechando la oportunidad del mercado,\u00a0Subway anunci\u00f3 un acuerdo de patrocinio por [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":7376,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-7375","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Con esta estrategia Subway incursiona en los eSports latinoamericanos | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/con-esta-estrategia-subway-incursiona-en-los-esports-latinoamericanos\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" 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