Electronic sports (esports) offer massive growth potential for brands and marketers across the world. Yet, to realize this lucrative market opportunity, advertising must navigate the nuances of a global audience of hard-to-reach millennial and Generation Z consumers, estimated at 474 million in 2021 by Newzoo.
For starters, esports is a specific subset of online gaming with a focus on the competition between human players. Likewise, the esports audience is drawn from the estimated 2.9 billion people who will spend $175.8bn on video games in 2021, per Newzoo.
Accordingly, all esports fans are gamers but not all...