How Marketing Principles Are Shaping Collegiate Esports
In today’s collegiate esports landscape, programs are telling stories that stick. Brendan C. Hall, M. Ed , Esports Coordinator at Endicott College in Massachusetts, knows this better than most. With a background in sports media, marketing, and storytelling from stints at ESPN and New England Patriots , Hall brings a unique perspective to the fast-evolving world of collegiate gaming.
What he’s building at Endicott goes beyond competition. His mission is to embed marketing principles directly into the student experience helping players, creators, and student leaders understand their own brand power, craft compelling stories, and attract attention from recruiters, sponsors, and future employers.
Brendan doesn’t teach esports marketing through textbooks and theory alone. He flips the script.
Instead of the traditional “5 Ps” of marketing (product, price, promotion, place, and people), his class dives into a modern, brand-driven framework inspired by entrepreneur Daniel Priestley :
Pitch – Know how to introduce yourself with clarity and confidence.
Publish – Put yourself out there through content: Twitch, social, podcasts.
Product – Showcase what you offer, your gameplay, your ideas, your presence.
Profile – Build the digital footprint that shows up when someone Googles you.
Partnerships – Leverage connections only after the foundation is built.
This approach empowers students to see themselves as key people of influence, not just players.
Recruiters and sponsors don’t just look at your win rate, they look at your narrative. Who are you? What do you stand for? What makes your content or gameplay worth following?
Brendan shares that the students who stand out the most are the ones who know how to tell their story. Whether it's a well-produced day-in-the-life video, a Twitch stream that captures team camaraderie, or a podcast that showcases their thought leadership consistently, intentional content creation is what gets noticed.
He compares this to what brands are doing today: people connect with people, not logos. And in collegiate esports, that human connection especially through storytelling is a game-changer.
Personal branding might sound intimidating but it’s not about being perfect. It’s about being intentional, consistent, and authentic. Here are actionable strategies Brendan recommends for students who want to build their digital presence:
Craft Your Personal Pitch
Write a short, clear statement about who you are, what you do, and why it matters.
Example: “I’m a collegiate Overwatch player passionate about performance psychology and team culture. I share match breakdowns and leadership insights to help others grow.”
This becomes your anchor across platforms, your Twitch bio, LinkedIn headline, and verbal intro in interviews.
Choose 1-2 Platforms and Show Up Consistently
Don’t try to master every social media app. Pick where your community lives (e.g., Twitch, TikTok, Instagram, LinkedIn) and post regularly.
Share short match highlights, behind-the-scenes moments, reactions, memes, and lessons learned from games or tournaments.
Tip: Don’t overthink production. Your phone and your voice are enough to start.
Repurpose Content Across Channels
Record a podcast or Twitch stream → Turn it into a clip for Instagram Reels → Turn that into a written insight on LinkedIn.
One idea = 3+ pieces of content. This saves time and increases visibility across audiences.
Focus on Shareability
The most viral content isn’t always the most polished, it’s the most relatable, emotional, or entertaining.
Brendan mentions one of Endicott’s most shared clips was a chaotic 2.5-minute Fortnite chase not a big win, just a memorable moment.
Ask: Would someone send this to a friend? That 's your bar.
Showcase Growth, Not Just Wins
Document your journey, what you’re learning, struggling with, and improving at.
Post your takeaways after matches, your reflections after losses, or the questions you’re exploring in your major.
This shows character, resilience, and coachability, qualities that matter to recruiters.
Google Yourself and Optimize
Look at your own name in Google. What comes up?
Try to own that space by linking your Twitch, YouTube, LinkedIn, or any podcast appearances.
Brendan encourages students to ask podcast hosts if they can write an article or repurpose clips afterward that content builds authority fast.
Build Thought Leadership Through Collaboration
Start a podcast or series where you interview other students, coaches, or alumni.
Don’t worry about huge numbers. The real value is the searchable, shareable, and strategic content you’ll create in the process.
Don’t Chase Perfection, Chase Progress
Brendan reminds students that consistency beats virality. “Be 1% better every post,” he says. “Eventually, you hit a tipping point.”
Just like in esports, reps build results. Your content doesn’t have to go viral, it has to be true to you and useful to someone else.
Whether you're aiming to go pro, become a coach, join a marketing team, or just make your mark, your brand is your passport.
As Brendan puts it: “When someone searches your name, what do they find? Your brand is what they say about you when you’re not in the room.”
With the right story, the right platform, and a little consistency, students can turn their college experience into a launchpad for opportunities across esports, tech, and beyond.