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Where can sports brands find new global audiences and revenue growth beyond their core fans? To quote EA Sports’ long-running tagline: “It’s in the game.”
The Covid-19 pandemic accelerated a trend already in motion as lockdowns, restrictions and in-person sports cancellations drove fans to online gaming in massive numbers. The number of gamers globally reached 3 billion last year, according to gaming data firm Newzoo, marking a year-over-year growth of 5.3% that helped drive revenues of $180.3
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