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.


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.