Date: 2 weeks ago   Category: Economy

Cybersport, marketing, Ukraine: As one of "the future industries" looks from within


For the last three years Ukraine made high-quality breakthrough in development of cybersport. We even have the team leader - Na'Vi which already became international. However, despite prospects, active development and marketing, financial side of cybersport in Ukraine leaves much to be desired. Andrey Yatsenko tells about how to work with the client how to hold the international tournament and what is not enough for the Ukrainian cybersport.

Andrey, tell how brands belong to cybersport in Ukraine?

If to compare now and about 3 years ago, then now knowledge of cybersport considerably grew. Are in this direction actively interested and various brands create the cases. For example, Parimatch, Coca Cola, Fornetti, Borjomi.

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What represents interaction with big brands?

in general if we speak about Ukraine, then it is necessary to understand that budgets it is much less here, than in other countries. Therefore the speech about any big sponsorship does not go yet in principle. Usually, brands try to do to integration and to watch what from this turns out then further to plan the activities.

What sum is ready to allocate a brand for cybersport today?

If to speak about the countries of the former Union, then is here brands which already allocate hundreds of thousands of dollars. If to be focused only in Ukraine then brands are ready to spend about $10-20 thousand. More often it is even less. Very many want to come to try and look. But here such situation that it is possible to come, look, but not it is always possible to receive positive result at once. It is not absolutely clear to some brands why it is so expensive and why they should invest money in cybersport, but not in some habitual things. In respect of strategy, much should learn on the example of Mercedes. They create the long-term strategy, for growth. At some point of time the present audience will mature, will want to buy the car. As the brand very qualitatively supports cybersport - the first association caused in many upon purchase of a car will be connected with Mercedes. But it is the deep and expensive strategy directed to new audience.

Andrey, you organized the international game tournaments in Canada, Poland, Sweden. How to organize the international tournament in Ukraine?

In holding tournaments in Ukraine is a problem - we have no good platform for this purpose. Is "Olympic", but it is open. There was one tournament in "Olympic" - children carried out, but understood that there are nuances. After that there do not carry out. There is MVTs, but it not the really good place too. Sports palace - an old location. There is an Ukraine Palace which too not super option.

That for you the suitable platform for a tournament?

Ideally is indoor stadium as the hockey arena. Plus, there has to be good infrastructure, the fast Internet, electricity, rooms where the press can arrange, zones for trainings, etc. of

If to assume that "Olympic" after all would correspond in

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