How LV Sold $2,000 Bags to Gamers: The Secret Playbook of Esports Marketing

Zupotsu Marketing Team
Apr 17
5 min read

Imagine you’re the CMO of a globally renowned luxury brand—one synonymous with exclusivity, worn by the ultra-wealthy as a status symbol. Now, imagine your agency proposes a radical idea: Partner with a video game where teenagers virtually shoot each other, and watch your brand recall—and sales—skyrocket. Your first reaction? "Pass. And fire the agency."

But in 2019, Louis Vuitton did the unthinkable. They partnered with League of Legends to design in-game skins and limited-edition merch, including a $2,000 capsule collection. Conventional wisdom screamed "waste of time." Reality? The merch sold out within hours, social media exploded, and LV became the talk of both gaming and luxury circles.

This is the power of esports influencer marketing—a world where traditional boundaries blur and thinking out of the box separates the leaders from the followers. And it’s not just tech companies or energy drinks; non-endemic brands are tapping into gaming’s hyper-engaged audience with staggering success.

Esports has evolved from niche to mainstream, and the brands winning aren’t just the ones with the biggest budgets—they’re the ones bold enough to stand out.

The Power of Esports Audiences

Let’s start with the reach of esports influencers. Esports content creators have grown exponentially in recent years, as shown by these revealing statistics:

Twitch reported a 31% year-over-year increase in hours watched in Q1 2025, with over 7.2 billion hours of content consumed
YouTube Gaming surpassed 900 million monthly active gaming viewers in early 2025
The average engagement rate for esports influencers is 8.2%, significantly outperforming traditional celebrity endorsements (2.7%)
84% of esports fans consider streamer recommendations when making purchase decisions

This remarkable influence stems from the unique relationship between content creators and their audience. Unlike traditional media, esports influencers foster interactive, community-driven environments where viewers feel personally connected to their favorite personalities.

Take for example the case of Tyler "Ninja" Blevins, whose partnership portfolio now commands over $30 million annually. His long-term relationship with Red Bull has evolved beyond simple logo placement to include custom content series, limited edition products, and even a dedicated training facility.

Effective Strategies for Esports Influencer Marketing

Success in the esports influencer ecosystem demands strategies tailored to its unique dynamics. Generic marketing approaches often miss the mark, while targeted strategies consistently deliver results.

1. Authentic Product Integrations:

The most effective product placements in esports are those that seamlessly integrate into the streaming environment. Brands that prioritize authentic product integration, allowing creators to naturally showcase products within their content, tend to resonate more with viewers.

Example: Logitech G and various streamers. Logitech G consistently provides streamers with their gaming peripherals (mice, keyboards, headsets) for daily use. Streamers often showcase these products naturally.

2. Strategic Tournament and Event Sponsorship:

Sponsoring custom tournaments and events provides brands with extended visibility and adds value to the esports community. By partnering with event organizers and streamers, brands can create branded content that engages viewers and generates positive brand associations.

Example: Toyota x League of Legends: The Japanese automaker’s partnership with League of Legends saw them sponsoring tournaments, targeting younger demographics with hybrid digital-physical car reveals.

3. Collaborative Brand Partnerships:

Collaborating with influencers on co-branded products or campaigns represents a deeper level of engagement. Involving influencers in the creative process ensures authenticity and resonates with their audience.

Example: Adidas and Ninja (Tyler Blevins). Adidas partnered with streamer Ninja to create a line of co-branded apparel. This collaboration involved Ninja's input on design and marketing, resulting in products that resonated with his fanbase.

Non-Endemic Players: Success Stories in Esports Marketing

When you think of esports sponsorships, gaming peripherals and energy drinks might come to mind first. But the real story? Brands from fashion, luxury, automotive, and even fast food are tapping into gaming’s massive audience—and seeing unprecedented returns. These non-endemic players prove that esports isn’t just a niche for tech companies; it’s a goldmine for any brand willing to think differently.

Gucci x Roblox

Gucci launched virtual sneakers and a Gucci Garden experience in Roblox, selling digital items for real money. The limited-edition Gucci Virtual 25 sneakers resold for over $4,000—more than their physical counterparts.

Burberry x Honor of Kings

The fashion brand collaborated with Tencent’s hit mobile game to design in-game skins, blending Burberry’s iconic trench coat aesthetic with fantasy armor.

Coca-Cola x Fortnite

Coca-Cola validated Fortnite’s potential as a metaverse ad platform by creating a virtual "Pixel Point" island where players could explore branded challenges, blending gaming with Coke’s "Real Magic" campaign.

Wendy’s "Freezer Royale"

The fast-food chain mocked Fortnite’s frozen food trope by launching a custom Creative Mode map where players destroyed freezers. Part of their campaign on not using frozen beef, this stunt that went viral and netted them awards for unique campaigns.

Tumi x Razer

The premium luggage brand co-designed a gaming backpack with Razer, merging sleek travel aesthetics with Razer's futuristic look, selling out instantly.

Balenciaga x Fortnite

Balenciaga launched a virtual couture for players’ avatars and a real-world clothing line, bridging high fashion and gaming culture.

The Power of Micro and Nano Influencers in Esports Marketing

While these non-endemic brands prove gaming audiences will embrace unexpected partnerships, their success hinges on one critical factor: authentic integration through influencers. These collabs use gaming creators and esports personalities as a bridge – translating brand value into community credibility.

This brings us back to the core truth of esports marketing: no matter how bold your brand play is, it's the influencers who determine whether it lands as groundbreaking or tone-deaf.

While mega-influencers like Ninja have substantial reach, brands have started increasingly recognizing the potent influence of micro and nano influencers within the esports ecosystem. These smaller creators, often with highly engaged niche audiences, offer unique advantages.

Game launches, in particular, have seen remarkable success with this approach. Early access key distribution is a prime example. Instead of solely relying on a few prominent streamers, developers distribute keys to hundreds of smaller creators. These creators, eager to share their experiences, generate a cascade of authentic content, from live gameplay to detailed reviews.

FragPunk strategically utilized Twitch Drops to incentivize viewers to tune into streams during its early access phase. They offered exclusive in-game cosmetics and items to viewers who watched participating streams for a certain duration. This helped FragPunk boost its Twitch viewership and generated buzz around the game.

Here, streamers gain viewers, developers increase engagement, and players receive valuable in-game rewards.

Yet another example is Apex Legends' launch event, which proves the potential of a combined influencer strategy. Respawn Entertainment strategically partnered with a mix of top-tier streamers and a large network of micro and nano influencers. This multi-pronged approach amplified the game's visibility across diverse gaming communities, resulting in record-breaking player numbers within the first week.

The Future of Esports Influencer Marketing

What do all these success stories have in common? A partner who saw the opportunity first.

Louis Vuitton, Gucci, Coca-Cola—none of these brands would have naturally thought of esports as their next big marketing channel. But with the right partner agency, they unlocked audiences they never knew existed. That’s the power of visionary collaboration.

At Zupotsu, we help brands see beyond conventional strategies and tap into gaming’s explosive potential. We are a martech platform on a mission to ‘digitize’ sports marketing, is designed to streamline the complexities of integrated gaming campaigns. With Zupotsu's 'DEE' framework (Discovery, Engagement, Evaluation), you can efficiently identify and connect with relevant gaming assets and engage your target audience through tailored campaigns.