Leveraging Esports: The Value for Brands


Kelly Cagney

Turtle Wax

Nathan Lindberg


Andrew Paradise


There are three core elements required to transform a game into a sport: competition, tournaments, and spectatorship. Brands can get involved at any stage, but the area with the most underutilized potential is spectatorship. When considering where to invest time and money, the burgeoning esports industry may not be top of mind (especially for non-endemic brands unfamiliar with the space) but it offers vital benefits in an increasingly digital world. Whether sponsoring streams, leagues, or players, some brands have already started to benefit from leveraging the opportunities that esports provide. With 250 million frequent viewers projected by 2021, this panel will discuss why brands should get involved now and how to harness the power of esports to reach an increasingly lucrative audience.

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

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Format: Panel
Event Type: Session
Level: Beginner