In just a few short years, esports has grown from a niche opportunity to a global phenomenon. Think professional gaming attracts a smaller audience than your favorite football rivalry? Think again.
SAN FRANCISCO—Activision Blizzard CEO Bobby Kotick thinks the size of mobile gaming is on par with video-streaming behemoth Netflix. Speaking at Vanity Fair's New Establishment Summit this morning, Kotick boasted about the video gaming company's massive reach, particularly when it comes to areas like esports.
MeUndies, the makers of perfectly serviceable skivvies, just inked a sponsored ambassadorship with esports team the Immortals ... after discovering that one of its members doesn't own underwear. (Wait. We'll get there.) This week, they released an '80s-style dating video about finding love. In your pants. Titled "Perfect Pair: The Quest for Immortal Love," it was shared on Facebook and features Huni, Reignover, WildTurtle, Pobelter and Adrian against a laser backdrop, the kind you probably chose for a school picture at some point, if you were stylin'.
The maker of games like Call of Duty and World of Warcraft says it will soon be the "NFL juggernaut of esports."
Will esports today become as culturally important as rock 'n' roll was to the 1960s? Machinima thinks so, and it's launching a new in-house agency timed to the Digital Content NewFronts today to help brands ride what it sees as the next wave of entertainment content.
The two newest participants in the Digital Content NewFronts are among the oldest companies taking part in the two-week advertising bazaar.
While it's no surprise that mobile devices are playing a larger role in consumers' lives, the growth in the use of smartphone devices has had a transformative impact on the way people interact with brands.
Earlier this week, Adweek looked at how major TV networks like TBS and ESPN are riding the wave of eSports' growth into the mainstream. On Monday night, another big TV player will join them.