Asensio opens a path to Real Madrid in eSports

Real Madrid, which during the competitive hiatus due to the coronavirus pandemic launched its channel on the eSports viewing platform 'Twitch', sees the competitive video game sector as “a growing industry” in which it wants to “add value”, according to one of its executives said.

“ESports is a growing industry and nobody can deny it, the key for us is how to add value. It is something we have thought about for a long time and it is a great interest, “explained the transformation director of the white club, New Zealander Michael Sutherland, during a digital presentation organized by 'SportsPro'.

The white club executive explained that one of the advantages of this new channel, which they created after top squad player Marco Asensio won the FIFA20 video game charity tournament hosted by eSports presenter Ibai Llanos and LaLiga, is that it allows its fans “to enjoy watching their heroes play eSports”. “That humanizes them, makes the dream of being a footballer something more real,” he added.

During this presentation on the digital transformation of Real Madrid, the entity's director of digital strategy, Israel García, explained that their entry on Twitch has allowed them to exploit “new formats” during the competitive break, such as the 'RM Playground', some Videos in which one player faces another in a game for the FIFA20 video game, in which Uruguayan midfielder Federico Valverde and Spanish Brahim Díaz participated.

“It was something we had in mind. The players were available and they want to connect with the fans. It is also a space for our sponsors, and allows us to show the human side of the players “, Garcia explained.

White club executives reported that the confinement forced by the COVID-19 has forced Real Madrid to adapt its organization for work from home using Digital tools, as well as has caused a greater emphasis on the use of social networks to connect with their fans.

“Our audience wants to have a close relationship and we have seen the importance of the social profile of our athletes grow. Players are an asset to the club and in increasing our audiences Players are becoming an increasingly important part, “said Sutherland.

During this period without live soccer, Real Madird has tried to maintain the “spirit of belonging” of its fans, supporting its sponsors and taking care of brand responsibility. “And the numbers show that the fans have appreciated what we do,” said Israel García.

Regarding the contents that worked best for the white club during the quarantine, the director of digital strategy said that the archive matches, both those that are owned by the club and the embargoed ones that were released by LaLiga during the pandemic, have been the most valued.

“Fortunately we are already back with training and we can show them, one thing that people were waiting for because it means that the end is closer”, added the head of digital strategy at Real Madrid.