Esports Marketing: How Gaming Shaped My Career

Hi! I’m Mimi Craig, Marketing Manager at British Esports. As part of a series of guest articles written by the British Esports team, I’ve decided to share my journey into esports marketing—a path where creativity meets strategy, and where I’ve learned to embrace what makes me unique. It hasn’t been a straight road, but it has been a journey to say the least. Warning: I am being extremely honest in this article, so let’s try to refrain from judging my awkward middle school phase.

Anime, Gaming and a Wacom Tablet

Let’s rewind to the early days. I was that kid into anime and gaming, at a time when you’d be absolutely exiled for uttering any of those words—or at least, back in my extremely small hometown. Picture me, a middle schooler, unboxing my very first Wacom Bamboo tablet. I was over the moon, thinking, “This is it!” I started teaching myself digital illustration, taking online commissions, and even started making a few Youtube videos.

Yes, I was that kid making montages to Jason Derulo, and I’m not ashamed. Ok, maybe a little embarrassed about my Nightcore speedpaint era. However, my frontal lobe has developed, and I’ve stopped caring what people think (still on the fence about if that’s a good or bad thing).

But, of course, small town + quirky interests = massive sign above your head that says “Please make my life hell.” My YouTube channel? Deleted. My interests? Swept under the rug like it never happened. I was already the weird kid that moved back from Spain and I wasn’t doing myself any favours. I tried to fit in and be “normal.” Spoiler alert: fitting in is highly overrated and gets boring after a while.

Extremely Excited at My First Student Champs Grand Finals 2023/24 in One of the Scrim Rooms

Online Friends and Time Zone Struggles

A lot of people who are into online gaming, know that you meet some valuable friends along the way. I remember discovering digital illustration in middle school whilst on my PC one night. I’d stumbled upon a livestreaming site before Twitch was even a thing, and there was a girl drawing with zero viewers. I was amazed—my brain lit up like a Christmas tree. I spammed her chat all night until 6am, asking how to do every single thing she was doing. P.s. If you ever see this Monica, I’m sorry and thank you!

Turns out, she was Canadian, and we became best friends for years. She essentially taught me everything I know today, alongside some trusty YouTube tutorials. However, my sleeping schedule took quite a hit thanks to the 6-hour time difference. I’d be up all night chatting and learning, while my poor parents wondered why I looked like a zombie in the morning.

@mimibfrr

Inspo: Dominic Fike – Sunburn #digitalart #digitalillustration #procreate #speedpaint #dominicfike #sunburn

♬ Cellphone – Old Mervs

When I first downloaded HyperCam 2 (what a blast from the past), I realised I could actually record my screen. I thought I’d just discovered the Holy Grail. I threw on some background music, always pitched like Alvin and the Chipmunks (Nightcore era), and directly ripped from some random Youtube video (before copyright was as extreme as it is now). I felt like I’d created some pretty life changing cinematography. As a kid back then, this was pretty groundbreaking stuff ok?

COVID-19 and Rediscovering Interests

Fast forward to COVID-19. I’d already moved away and had been living in a city for a few years, matured a bit, and realised that the things I loved—gaming, content creation, digital art—were actually pretty great. So with a bit more time on my hands and being stuck inside, I dove back in, and it felt like reuniting with an old friend. The best part? I’d stopped caring about what people thought, maybe the lack of human interaction for all of those lockdowns played a part. Who knew life becomes significantly more enjoyable when you start living for yourself and not others?

On Stage at the Student Champs Grand Finals 2023/24

A Surprise Benefit: Those Early Digital Skills

My First University Project: Nabrü - An urban unisex clothing brand.

Here’s the funny thing about teaching yourself digital skills as a kid: they surprisingly come in handy later. Who’d have thought that making silly videos would give me a leg up in university? Those hours spent trying to master video editing and digital illustration was like finding a golden ticket at university. Through Fashion Retail and Enterprise during my foundation year where I created my own clothing brand, Creative Enterprise for my Bachelors where I developed these skills further and lastly all when I earned my Master’s in Creative and Professional Practice. Which by the way, I think is a great opportunity to tell your parents that gaming definitely CAN help with education. Guess who got First Class Honours? Need I say more?

Esports Education: Make Learning Fun

Graduating From My Bachelor's Degree in Creative and Professional Practice in 2019

That’s why I’m so passionate about esports education. It’s not just about learning; it’s about engaging with what you love. Picture a standard business degree with an esports twist. Suddenly, it’s not just education—it’s actually enjoyable. And who says learning has to be boring? If anything, those who think that, are likely just jealous that these sorts of qualifications didn’t exist when they were younger. I can say I 100% am.

If this resonates with you, I’d recommend listening to the British Esports Podcast we recently launched. In our Esports & Education series, we’re diving into how esports can transform traditional education, the benefits it brings and the career pathways it opens for young people in the industry. It’s pretty eye opening! I think these episodes are some great resources to show parents or those stuck on the fence about esports education.

Watch the podcast here or listen along on Spotify here!

From Gaming to Esports Marketing

Leadership Skills Foundation Video Series: Discussing Esports Marketing Skills

My journey into esports marketing didn’t start with a grand plan, it actually happened by accident, as do most great things in life. It started with my interest in gaming and how much I enjoyed being creative. After university, I found myself in a few sales roles, where I realised I enjoyed seeing the results of hard work. Especially optimising sales potential through strategic initiatives. I then got given the opportunity to move into marketing, which I’d always had an interest in doing. The mix of all of these skills and experiences led me to where I am today, working in esports—a field that perfectly combines my interests. Worked out pretty well don’t you think?

Marketing in esports is like trying to juggle flaming torches. It’s fast, unpredictable, and every day brings a new challenge. One day, a strategy is working wonders; the next, it’s yesterday’s news. Adapting on the fly, thinking strategically, and solving problems quickly have to become second nature. You can hear me talk more about this in our recent video series, where our team highlights some of the skills that accompany each of our roles at British Esports.

Watch the full video: “Esports Marketing: Strategic Thinking & Problem Solving Tips”.

Time Management and Work-life Balance

In my own role, time management has been the difference between feeling overwhelmed and staying in control (or desperately trying to). Whether it’s coordinating with different departments or planning long-term strategies, having a structured approach is essential.

Marketing Plans and Project Timelines for British Esports' Marketing Campaigns

Here are some things that worked for me:

1. Prioritise Your Day: Each morning on my commute, I identify the top tasks that need my immediate attention. I check my calendar to see what meetings I have that day and write down a few points in preparation. This helps me stay focused on what’s most important and gives me less of an overwhelming start when I get to my desk. 
2. Take Breaks: Don’t just schedule your work tasks-schedule your snack breaks too! It’s easy to forget the time when you’re working, but taking short breaks to get up from my desk has helped me stay productive throughout the day. For example, I try to avoid booking meetings at midday, in hopes I can try and avoid the post lunch crash by eating on time! 
3. Set Boundaries: Whether it’s defining work hours or setting expectations with colleagues, clear boundaries have been key to maintaining a healthy work-life balance. If the workload is high and resources are strained, I try to remain honest about what to realistically expect from the output, adjusting and stripping back resources on campaigns or projects, to allocate elsewhere that might need to take priority. Making your time and resources stretch as much as possible is essential, but knowing when to stop being the yes man is crucial to both yourself and your team in the long run.
4. Task Management Tools: Some of the best task and time management tools I’d recommend are: Notion, Google Calendar (Or any calendar) and a good old to do list. Notion is incredible for having a central and collaborative space for both you and your colleagues. From task assignment, to monitoring project timelines, it’s by far one of the main tools I’d recommend to any business. Google Calendar, or any calendar, is a great way to keep on top of all of my meetings. However, it’s also a great tool to block out time to get things done, especially if you can’t seem to find the time without interruptions. Lastly, and by far the main thing that holds my life together, are to do lists! Simple, yet effective, and it feels great to see the green tick boxes (I use green check box emojis) at the end of a long day!  

Remember, managing your time well means you’re less likely to start Googling questions like this before a deadline: “How to build a time machine”, “Do time machines really not exist?”, or “Was Back to the Future REALLY not based on true events?”. 

Embracing Neurodiversity in Esports

I was diagnosed a couple of years ago with with ADHD and ADD. It really took me by surprise. That was sarcasm. Anyway, I’ve found that esports is the perfect environment for people who think differently. The fast-paced, constantly changing nature of the industry keeps me engaged and motivated. Esports has shown me that there’s room for everyone, and I’m passionate about promoting that inclusivity.

@nepcgg All because they're ✨slay✨ #NEPC #NEPCGG #esports #gaming #cod #skins #mwiii #officelife ♬ original sound – Oopsiedaisy🌈⭕️

I talk more about this in a previous article I published for Neurodiversity Celebration Week. Esports is a perfect recipe for a constant stream of dopamine. Well, that’s if you like gaming in the first place. However, for the sake of this article let’s just say you do, or hopefully you will by the time you finish reading this.

Rediscovering Content Creation: Take Two

My First Youtube Series: Fallout 4 Playthrough

One of the most rewarding parts of my journey has been getting back into content creation. I recently took the leap of faith and got back on Youtube (extremely scary to say the least), sharing gaming playthroughs, and the response was really positive. This was 100% not what I was expecting at all! It’s something I’d gave up on when I was younger, but now I’m back at it with a bit more confidence. In the famous words of Paul Rudd- “Who’d of thought? Not me.”

My advice? Don’t be afraid to do what makes you happy and keeps you engaged. The more you embrace your unique interests, the more you’ll notice you’ll find success and fulfilment. This applies to both in your career and in life. I think the sooner we stop trying to fit everyone into the same mould, the faster we’ll see people excelling. After all, how can we expect a population of 7.951 billion people to learn and think the same way? Exactly! The main thing that matters is making it to the goal, who cares if people get there differently?

Key Takeaways

British Esports Team at the The Mayor ’s Civic Charity Ball 2024

1. Be Your Own Cheerleader: Embrace what makes you unique, even if it means occasionally deleting an old YouTube channel. It’s all part of the plot and some good old character development.
2. Time Management is Your Friend: Prioritise, take breaks, set boundaries, and use tools. Your future self will thank you when you’re not Googling “How to survive without a time machine” or “Was Back to the Future REALLY not based on true events?”
3. Embrace Your Inner Nerd: Whether it’s gaming, anime, or digital art, your childhood passions might just pave the way for your future career. Never underestimate the power of a girl who decides she needs a new hobby every week. Costly at times? Yes. Does it result in a vast and random skill set that can definitely come in handy later down the line? YES. Bonus points if you can find a group of people who share the same interests or alternatively a judgement free zone.
4. Keep Learning Fun: Education doesn’t have to be boring. If esports can get someone interested in furthering their education, then is there really a down side? I think the answer is pretty obvious.

The End

Podcast Setup in One of the Gaming Houses at the National Esports Performance Campus

Thank you for taking the time to read. I hope this resonates with others who might be having doubts about themselves, their interests, their future plans for education or their career. If you want to do something but you’re worried about what people might think, then do yourself a favour and just go for it. It’s weird how things come full circle!

If you’re still not sure what you want to do with the rest of your life, find what makes you happy and do that. I’ll leave you with a relevant quote, and one of my favourites from We’re the Millers- “No ragrets.”

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