Arby's gets a taste for eSports

Stephen Whiteside

This event report outlines how Arby's, the restaurant chain, partnered with ELEAGUE – an eSports property created by TBS and WME IMG – to reach gaming enthusiasts.

Arby's gets a taste for eSports

Stephen WhitesideWarc

Playing video games and devouring fast-food are two activities which are inextricably linked in the popular imagination.

To test whether this enthusiasm could help build its brand in practice, Arby's is taking a bite out of the rapidly-growing eSports market. This category, broadly defined, involves organized events where teams or individuals compete to become the best player(s) of a certain gaming franchise, like battle-arena offering "League of Legends", or first-person shooters such as "Call of Duty" and "Counter-Strike: Global Offensive".

"We know that our customers are gamers," Rob Lynch, Brand President/CMO...

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