The expanding ecosystem of e-sports in SEA

Gen Z and Gen Alpha are youthful demographics that are difficult to reach with traditional marketing but GosuGamers’ Samson Oh says gaming and e-sports can offer opportunities for brands to meaningfully engage them and capture their attention.

This article is part of a Spotlight series on series on e-sports and gaming in Southeast Asia. Read more

In 1983, beer brand Budweiser unveiled the first ever in-game advertisement, “Tapper”, which allowed arcade users to serve the brand’s beer to bar patrons. Even though it was released over 40 years ago, in-game or gaming-adjacent advertising is regarded as new or nascent, despite the industry being valued at almost US$300 billion. However, the growth of gaming advertising expenditure is not keeping pace with this booming industry.

For decades, gaming was often maligned...

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