By its very own nature (online, global and always accessible) and core audience (hyper connected digital natives) Esports has all the assets to set new standards for the whole sports industry. Fnatic is an iconic esports team started in 2004. Since then they have been relentless in pushing boundaries and redefining the relationships between esport leagues, content, products and their audience. This talk will have the founder Sam Mathews reflect on the current shifts in the industry and how it translates into the Fnatic way of life, i.e. how a lifestyle brand and content powerhouse can be seamlessly built onto the foundation of an esports team.

[Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.]