Why esports betting company Rivalry uses a chicken mascot to get higher in the pecking order among esports fans
The esports betting company Rivalry is developing original characters and IP to raise its profile among gamers and esports fans. Instead of working directly with esports leagues or teams, Rivalry is using a guerrilla marketing approach to organically insert its mascots into esports broadcasts and live events, increasing engagement and activity around its social accounts and esports betting platform.
Since last year, Rivalry has sent actors dressed up as original character mascots into the stands at major esports events. Its most frequently used character is “the chicken” — a buff, vuvuzela-wielding man dressed in a large chicken costume.
Since attending recent esports tournaments such as May’s BLAST Paris Major and June’s CBOLAO tournament in Brazil, the chicken has become a popular meme in the esports community. Twitch creators co-streaming the events repeatedly and gleefully called out the chicken, which was then turned into a fan-made in-game sticker in the “Counter-Strike” game and even featured in multiple tweets by the official BLAST account.
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Source:: Digiday
