How Lenovo’s ‘Not Marketing’ Strategy Works at EWC
In a conversation with Esports Insider, Alia Rosmini and Karan Kapur revealed how Lenovo manages to maintain a community-first approach in its sponsorship strategy. The key? Not marketing.
Lenaov’s stand was one of the busiest during the Esports World Cup opening ceremony in Paris, with visitors encouraged to trial Legion products like the Pro Rollable monitor concept. ‘We know gamers are allergic to advertising,’ said Kapur, emphasizing Lenovo’s reliance on community-driven feedback and activations instead of traditional marketing tactics.
Community-First Activations
The company is committed to authenticity, which means involving creators, streamers, fans, and teams in the conversations. At the EWC booth, viewers can engage with creators through livestreams and hands-on experiences. This approach aims to build trust by focusing on performance, technology, and fan engagement.
Measuring Success
Lenovo evaluates its success not just in brand recognition but also in partnership and user feedback. ‘We go a bit further with our partnerships, because we use those devices,’ said Alia Rosmini. This mutual relationship ensures that Lenovo’s tech evolves based on real-world player experiences.
The Future of Gaming Tech
Lenovo showcased innovative ideas like the Legion Rollable monitor, which expands screen size for on-the-go gamers. The concept was inspired by last year’s EWC, highlighting the importance of staying close to evolving gamer needs.
Lenaov’s strategy is a blend of active participation and genuine storytelling, making it both relatable and effective in an increasingly fragmented esports landscape.