‘An interesting six months’: Sky on restructures, pivots and investing in gaming
Sky’s female-focused esports campaign is the brainchild of a revamped marketing team united under the Sky Connectivity brand.
By Molly Innes
Sunny Bhurji, marketing director at Sky Connectivity, is speaking to Marketing Week ahead of the Women’s Esports final on Saturday (9 November). This is a moment his team have been building up to since April, when Sky launched a series of tournaments for female gamers in collaboration with Guild Esports, co-owned by David Beckham.
Sky Broadband wants to hold a mirror up to the gaming industry, highlighting the fact that while 47% of all UK gamers are women, they make up just 5% of professional players. This stat inspired ‘The Forty-Seven%’, a squad photo showing 47 female gamers of all different walks of life coming together ahead of Saturday’s final, created with McCann.
“We have a real tangible reason to have a voice with gamers,” says Bhurji on Sky Broadband’s involvement with the industry.
