This is going to be a short post and a slight departure from what I normally publish here, but I think it's valuable information that the space can benefit from.
Recently, I was Twitter-spammed via an AutoDM Bot that one of our peers in the space apparently uses for "marketing". One of the many things that makes esports such a great place for marketers and advertisers to participate in, aside from the rapidly growing audience (and subsequent eyes and ears of an ideal demo for most), is how active and direct the interaction is between fans and players. There's a feeling of being "connected" that exists.
It's even more direct than what we've seen in traditional sports over the years, because the power of the Internet allows fans to build relationships with players before, during, and after their careers. And I'm not just talking about via social media here.
To get a better idea of this, think of someone you know that brags about having gone to High School with a famous athlete. Now imagine that High School has the reach of the Internet, where you may have met, played with, and "hung out" with someone who is now a pro player. It's a wide-reaching connection, but yet still remains personal. It's also something that's great to leverage for marketing purposes.
This is something that some of the bigger, more established brands are doing well, and something the other brands are failing miserably at, especially those using bots to spam my Twitter inbox.
If you're looking for a surefire way to de-personalize that engagement level and work backwards with your brand, feel free to spam people with super generic "FOLLOW MY LINK" type of Direct Messages. But if you're interested in developing your brand in a positive, engaging way, I'd suggest leveraging your player-assets.
So please, don't have your bots spam me. I'm not going to click your link, and I'm going to think less of you.