How KFC China became an e-sports pundit

E-sports are big in China, so fast food chain KFC found a novel way to tap into fans’ interest with its KI Colonel.

Some sports attract nerds. That’s not a criticism: in some cases, the statistics are part of the action, even part of the drama. In the case of American football and baseball, the stats bring the game context and structure to add to the poetry of movement or the shock of vision. It all comes together.

Some sports have more numbers than most, and that’s their charm. But data is more prevalent than ever in business as in leisure. With the rise of competitive e-sports, however, it is all numbers. For the fans – the aforementioned nerds – this is...

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