APAC Marketers Lead via Cross-Category Partnerships

In the Asia-Pacific (APAC) region, 160 million people (61% of esports enthusiasts globally) engage with esports content multiple times a month, making it an everyday entertainment habit rather than a distinct lifestyle. Already recognising this, megabrands like Marriott Hotels and Nestlé are reaching broad consumer segments in these mature markets through esports activations.

Trad Sports Clubs Go Electronic

The inclusion of competitive gaming at the 2022 Commonwealth Games highlighted esports’ relevance to the traditional athletic landscape. Other heritage sports organisations, such as the US National Football League (NFL) and Germany’s Bundesliga are now directly entering gaming spaces to rejuvenate their brands and connect with the next generation of cross-category sports fans.

Spin-Off Esports Content & Lifestyle Streaming

To capitalise on the fanbases they’ve attracted with e-athletic performance, independent esports teams have mounted entertainment creator and lifestyle operations. Organisations like US FaZe Clan are building their businesses on their exploits outside of competitions, opening up esports-adjacent playing fields for brands.

Dedicated to Diversity: Boosting Minority Opportunities

Leading gaming companies are working towards equitable inclusion of under-represented demographics, from gender identity and ethnic background to disabilities (see Key Stats). Progressive brands are already redressing this with competitions in games like Valorant and Fortnite, boosting visibility and opportunities for marginalised performers and levelling the playing field for gamers with disabilities.