Jack in the Box, the quick serve restaurant chain, is using professional video gaming to forge a bond with millennials and members of Generation Z.

“Gaming is no longer a niche [sport],” Sheena Dougher, the company’s director/customer experience and marketing communications, explained to delegates at the Association of National Advertisers’ (ANA) 2019 Digital and Social Media Conference.

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Sheena Dougher, director/customer experience and marketing communications, Jack in the Box

“It is a mainstream adoption.”

With an audience expected to exceed 75 million this year, Dougher offered that US viewership of e-sports is ultimately forecast to surpass all other professional sports, with the exception of the National Football League (NFL), by 2021.