Tatiana Tacca believes that millennial engagement in competitive, elite-level digital gaming is near a tipping point.

“A lot of brands are really looking at e-sports ... And they are always asking, ‘How can we test and learn? What are the different approaches?’” she told delegates 2018 XLIVE Esports Summit in New York.

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Tatiana Tacca, director of e-sports, Momentum Worldwide

Her response: “I really like the approach of a traditional sports mindset for e-sports.”

As director/e-sports at agency Momentum Worldwide, a McCann affiliate that’s part of Interpublic Group, Tacca’s duties include strategy, sponsorships, and activation.

Based on such expertise, she argues that e-sports may take place in the virtual world – be it on first-person shooters, multiplayer survival games, or adaptations of mainstream pastimes like basketball – but there are undoubted similarities with real-world sponsorships.