The Ukrainian agency ENTER ESPORT is changing its name to ENTER and completing its business model pivot. The company is moving away from its focus on esports, switching to providing full-cycle influencer marketing services. The team presented the updated positioning at the international SiGMA World conference in Rome.

Reasons for the pivot

The agency entered the market in 2020 on the wave of esports development in Ukraine. The company organized large-scale leagues, collaborated with well-known ambassadors (including player Dendi), and for six years was responsible for the full management of the multi-gaming organization Leo Team.

However, client requests changed: advertisers increasingly needed integrations with bloggers and streamers. From now on, the company's main product is working with content makers on the platforms Twitch, YouTube, Kick, and Instagram, which is enshrined in the new brand tagline — ENTER Influence Marketing.

"According to Statista, the advertising market in bloggers and streamers is over $30 billion, while all of esports is about $5 billion. That is why we focused on influencer marketing. Esports remains our tool, but not a priority," comments Oleksandr Dovzhenko, CEO of the ENTER agency.

Areas of work and positioning

ENTER's main goal is creating positive brand awareness. The agency emphasizes that it is important for them to evoke pleasant emotions in the viewer from the first contact with advertising, so that later the audience naturally turns into real users of the client's product or service.

To this end, the company views a blogger or streamer as a "megaphone," whose task set by the agency is to correctly convey the brand's values to the target audience.

To achieve this goal, ENTER implements a full, holistic cycle of influencer marketing:

Audit and selection of platforms: analysis and verification of bloggers and streamers on Twitch, YouTube, Kick, and Instagram for a specific request and the brand's business goals. The agency already works with platforms in 28+ countries.

Content development: preparation of individual briefs and native integration scripts in accordance with the client's technical specifications. A separate script is created for each placement.

Operational control: real-time support of the advertising campaign — checking that publications (on streams or in stories) go out on time and strictly according to the script. Every month the team releases 200–300 advertising integrations with influencers and monitors each of them.

Results and analytics: preparation of final reports and achievement of the pre-agreed number of views and metrics.

Localization of scripts and work with markets

Localization of scenarios and work with markets

Cooperation with a client begins with a deep analysis of its unique selling proposition (USP), target audience portrait, and geography. On this basis, ENTER forms a commercial proposal with a list of channels, audience indicators, view forecast, and price, after which it agrees on the details of the launch.

The geography of work covers the markets of Latin America, Europe, the USA, and the UAE. The key specificity of working in different markets is the adaptation of scripts to the mentality of the audience. The same brand presents itself differently in Europe and Latin America, so the script for each channel is written taking into account the local characteristics of the streamer's audience.

Among the completed cases is cooperation with a brand (under NDA terms, the name is not disclosed) that became an official sponsor of McLaren. The agency's task was to reach a male audience aged 20–35 in the regions of Latin America.

The company is also expanding its international presence offline: on July 23, the team presented a stand at Conversion Conf Cyprus in Limassol, and on November 2-5, it took part in the SiGMA World conference in Rome.

What will happen to its own media

What will happen to own media

The agency publishes more details about its current work with influencers on its Instagram.