Compared to casual gamers, esports fans are more franchise-aware – they play more, convert better, and spend more on average – arguably making them the most valuable demographic for publishers and brands. As the games industry continues to grapple with how to create more sustainable business models, esports incentivizes players to connect, compete, and celebrate their favorite games, driving a measurable lift in engagement. Join EA Senior Director of Esports & Ventures Brand Monica Dinsmore to unpack the ever-growing value of competitive experiences in player retention and reacquisition.