Video games are big business – just look at the recent Fortnite World Cup, in which teams competed for their share of a $30m prize fund. Yet, as brands flock to sponsor glitzy mass-participation e-sports events and tournaments, one of gaming’s biggest names has an alternative message for marketers.
Activision Blizzard, which owns popular franchises including Call of Duty, World of Warcraft and Candy Crush, argues that brands stand to gain more from targeted, in-game ads. The company claims one in three consumers plays online games, and that it has 272 million players engaging with the mobile games...