Rodrigo Figueroa Reyes FiRE eSPORTS
One of the concerns expressed by Rodrigo Figueroa Reyes, CEO of FiReSPORTS, is the distance existing between brands and the content creators of their advertising. Rodrigo, while taking part in MAFIZ (Malaga Festival Industry Zone), warned that at some time the current situation must change and provide more and closer get-togethers with advertisers at festivals. “Brands must start to be shown they can be co-producers of content in an organic way,” Rodrigo said.FiReSPORTS is an integral organization of electronic sports (esports), owner of the most important Counter-Strike League in Latin America (including Brazil), owns an industry prize called the Crack Awards, along with the Valorant women’s team, a Gaming Center in Buenos Aires, edits the gaming and sports section of Infobae, while producing content and leagues for publishers like Riot Games, Ubisoft and Giants gaming, among others.Though content can be monetized in other ways, brands are asked to get moving a little more in the world of sports. “If based on a strong idea, the business model is achieved,” Rodrigo said. Those who have seen the light are those that have had a strong idea. The brand that only has a sponsor and a logo to display won’t get anywhere. It must have strong content to make the brand a part of the ecosystem. A brand arrives and in this young world everyone cheers it on – completely different from the world that was.”Another point Rodrigo warned about is that to be able to create content, a firm needs to become a production company with its own professional set-up “Agencies dealing with audiovisual content or sports are pretty well lost, and still don’t manage to show that the content of a brand functions as well or better than its advertising spot.”
