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Though women make up roughly half of the gamers in Latin America, only 3% of professional gamers are women. Gender inequality in pro eSports is an ongoing conversation and based on the increase of gaming advertising and events geared towards girls and women, brands are beginning to take notice. In a market that relies on sponsorship, brand support plays a major part in leveling the playing field for all genders.
AB InBev’s non-alcoholic malt beverage Pony Malta and ad agency MullenLowe SSP3 teamed up earlier this year for the “SHE F.C.”
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