Brands have great potential in the gaming universe

Brands have little understanding of the gaming and esports universe, but it is an area in which they have much to gain, according to Daniel Morales, partnership & Alliances manager of Riot Games Latin America; Juan Cyterszpiler, COO of Isurus; Gonzalo Borello, CMO of Latin America of Redragon; who participated in Esports Talks Brand Collaboration organized jointly by AMC Networks International – Latin America and PRODU. The event was moderated by Ivana Steinberg, VP of Marketing AMCNI – Latin America.

Daniel Morales explained that many business managers do not understand what esports are nor how they work, although they are clear that they should be part of it. “Our role is to support them,” he said.

Gonzalo Borello pointed out that, particularly in the case of non-endemic brands, companies with a long history have departments that are led by very traditional people who are unfamiliar with the field, “and what is not known is mistrusted.” Likewise, he said that once the gaming community opens up its doors, brands have to be honest.

Juan Cyterszpiler explained that the fact that the sector is dominated by very young people does not mean that there is no professionalism. It is a sector that generates and manages many millions of dollars, with people that have knowledge of what they do and understand it. Cyterszpiler made it clear that the fact they are young or devoted to an activity such as gaming, doesn’t mean they are informal or amateurs.