How Luminosity Gaming won over Kroger to get in to Super Smash Bros.

Luminosity Gaming has become a key player in the Super Smash Bros. esports scene, acting as a primary entry point for marketers looking to engage with the community. The Toronto-based esports organization, under Enthusiast Gaming, has capitalized on Nintendo's limited involvement in the competitive scene by deepening their ties with Smash and facilitating sponsorships for the game's events.

Nintendo's lack of involvement in the Super Smash Bros. esports scene is attributed to a few reasons, including Japanese cultural taboos against gambling and competitive gaming. Additionally, Nintendo is generating significant revenue from its publishing and console manufacturing businesses, along with intellectual property adaptations, and may not see the need to add the complexity of a dedicated esports department to its operations.

Luminosity Gaming attracted Kroger to sponsor their Super Smash Bros. tournament by showcasing the engagement and interest in their events. They used an esports chart that highlighted their unique position as the only non-publisher organizer with a highly engaged community. This data demonstrated the potential for brand involvement and the opportunity for marketers to tap into the active and dedicated audience of the Smash community.

Kroger's sponsorship of Luminosity's $10,000 Super Smash Bros. invitational is significant as it indicates Luminosity's success in making the esports opportunity understandable and attractive to brand marketers. By presenting concrete engagement statistics, such as chat engagement levels from top esports streams, Luminosity has been able to redirect marketing budgets towards an esports community that has been historically overlooked by advertisers.

According to Alex Gonzalez from Luminosity Gaming, other esports organizations can replicate their strategy within the Super Smash Bros. scene. While brands have successfully partnered in other games, Luminosity's unique position with top players, creators, and events within Smash allows them to engage with every aspect of the game's ecosystem. This approach can be a viable model for other organizations looking to focus on specific gaming communities.