KIA is Out Here Playing Games...Literally

What does KIA and eSports have to do with each other? Well...absolutely nothing....

But they’re about to make a whole lot of money from what they just pulled off this past January with LCS and the LEC.

For those of you who are not complete nerds for the League of Legends scene and are instead DOTA 2 fans (boo...I can have an opinion, leave me be), Riot Games has just been able to secure a partnership with KIA. Now why would this partnership be of any use to KIA as they have nothing to do with eSports or League of Legends?

This explanation is about to be heavy winded so you might want to take a seat. Let’s dive in!

First and foremost, exposure.

There are a lot of people who watch competitive League of Legends. And when I mean a lot I mean in terms of popularity, in the United States, the number of fans who watch League of Legends competitively rival the turnout rates of those who watch the NFL and the NBA. And who says that eSports isn’t a real sport? Not only that, but according to eSports Insider (you can check out the link here), KIA is going to be the first brand EVER to be featured inside of Summoner’s RiX. That’s right, their banners are going to be in the actual game during professional LCS (North American League Championship Series) and LEC (League of Legends EMEA Championship) matches. Now sure, they give out a KIA to the person who receives the

Season MVP and to the LCS All-Star Team and blah, blah, blah. That’s great, but this is a marketing feat that no partnership has been able to do in the history of the LCS or LEC: they’ve LITERALLY reached gamers in their own environment. With that fact brings about my next point.

Consumer attitudes.

Now, I don’t know about you, but being from the United States, I’m not the biggest KIA fan. Not because they did anything wrong, but they just don’t stand out to me as a brand that I would want to buy my car from. That’s the truth, no sugar coating whatsoever. They’re not bad, but they’re not great. There is no differentiating factor that separates them from the competition or something that brings about strong emoTons when I think about them. But you put those KIA banners in game as you watch an Aphelios and Lulu turret-dive a Xayah and Pyke and live to tell the tale...well then you have a different set of emotions. I know to some eSports may not seem like a sport that could conjure up strong emotions, but I still remember where I was when I watched the Worlds 2023 and seeing T1 go home with the trophy. And to see those KIA banners in game is going to be an experience that revolutionizes eSports for the fans. This partnership is going to open tons of opportunities for more brands to get creative and to pitch something to Riot Games that is not only to generate revenue and get the fans more engaged, but it’s going to bring them into a light that they never thought possible.

So, the real question now is: who’s the next sponsorship that Riot Games is going to attain?

Honestly, I’m not entirely sure, but one thing is for certain: KIA did this sponsorship right and it’s going to set a precedent for years to come in eSports.

But what do you think about the idea of in-game sponsorships and are they helpful to the game or are they more of a distraction for the players? Let me know!

And if you’re interested in more of my articles, I put out a crazy one out last week recapping the SIE’s first PlayStation State of Play! If you want the inside scoop on that, check it out here.

I hope you all have an incredible week, play some video games, and remember don’t be a normie!