Mattress Brand Casper Partnered with eSports Organization 'Fnatic'
Laura McQuarrie — September 13, 2017 — Marketing
Over the years, a number of collaborative gaming events and video game partnerships have been launched to appeal to players, and they are only becoming more common thanks to the rise in eSports.
Alongside big-name brands like Burger King, Gillette and Coca-Cola, other start-ups like Casper are getting into the world of eSports marketing. The mattress brand launched a partnership with professional eSports organization Fnatic based on the fact that gamers and eSports professionals in particular should be well-rested to boost their concentration the next day.
The partnership between Fnatic and Casper was celebrated with a party that invited the public to try gaming in one of Casper's comfortable mattresses rather than a chair. As an extension of this initiative, a permanent bedroom filled with Casper products has been added to Fnatic’s London office space, encouraging players to take advantage of the space to rest between tournaments.
Alongside big-name brands like Burger King, Gillette and Coca-Cola, other start-ups like Casper are getting into the world of eSports marketing. The mattress brand launched a partnership with professional eSports organization Fnatic based on the fact that gamers and eSports professionals in particular should be well-rested to boost their concentration the next day.
The partnership between Fnatic and Casper was celebrated with a party that invited the public to try gaming in one of Casper's comfortable mattresses rather than a chair. As an extension of this initiative, a permanent bedroom filled with Casper products has been added to Fnatic’s London office space, encouraging players to take advantage of the space to rest between tournaments.
Trend Themes
1. In-bed Gaming - The combination of gaming and comfort offers opportunities for companies to develop new products and experiences.
2. Esports Marketing - More and more brands are recognizing the potential of eSports as a marketing platform and finding innovative ways to engage with the audience.
3. Sleep-related Products - Brands in the sleep industry are exploring new partnerships and collaborations to tap into the growing market of gamers who value rest and recovery.
Industry Implications
1. Gaming - Gaming companies can collaborate with sleep-related brands, such as mattress companies, to offer unique experiences for their customers and explore new revenue streams.
2. Esports - eSports organizations can partner with companies in the sleep industry to help their players perform better and create unique spaces for fans to enjoy the games.
3. Mattress - Mattress brands and sleep-related companies can partner with eSports organizations to tap into the growing market of gamers who value rest and promote their products and services in a new context.
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