esports has been an up and coming cultural phenomenon and has increased in both popularity and economic growth , over the past decade. Millions of people have flocked to watch their favorite stars compete in various games, often participating in tournaments with cash prizes up to 1 million dollars. One company in particular has had past and current success with the growing esports scene.
Logitech has seen massive success in throwing themselves into the culture shock all thanks to their massive understanding of consumer behavior and consumer needs and preferences. At the end of March last year logitech saw an increase in both sales and revenue but none were as big of a success as the gaming products. Mice, Keyboards and Headsets, grew a staggering 23% and increased to 214$ million in sales, all thanks to esports. Logitech chief executive Bracken Darell said "This secular trend is a powerhouse,Online video games like "Fortnite," "League of Legends" and "Overwatch" are drawing millions of players who want the best gear to gain an edge in competitive play.
Logitech has partnered and sponsored with several different esports teams being a gaming peripheral provider, all of whom use their products. Logitech being a main provider of esports teams has now become part of their core business plan and core focus to continue to grow and sell more.part of this is to show who they sponser and those teams also showing that they prefer their producst all from the use of social media. Darell elaborates " social media generation, has "re-energized" the PC peripherals business"
People who watch esports see that they are using their products and are willing to buy them because pros use them. If professional players are using them then they must be good, so product by association makes the consumers want to buy the products, and in doing so they think they can play better and be more like the professional players they see on TV, YouTube or the internet. Logitech also has a variety of retailers making it very easy to purchase; Target, Gamestop, Amazon, and BestBuy all carry their products and in being made of high quality, high enough that professionals use them, and competitive with other brands they are very appealing to the consumers needs. In addition to their product placement, advertising and access they also have a website where you can compare their products to different types of that same product. For example, you can select mouse A and compare it to Mouse B, both are Logitech, and see the difference and based on that, you can make an informed decision as a consumer based on your needs and wants.
Needless to say, Logitech is an esports product giant that caters to many different consumers and casts a wide net based on their practices and knowing what the consumer desires.
https://www.logitechg.com/en-us/esports.html
Logitech Riding Esports, Video Collaboration Secular Growth Trends. By: SEITZ, PATRICK, Investors Business Daily, 10612890, 1/22/2019
