Esports is booming and not expected to slow down anytime soon. As brands discover the loyal fanbase for this new frontier of gaming and turn to the gamification of their ad strategies, many advertisers believe gaming will be the next huge advertising channel. The esports audience is expected to bypass half a billion in 2022, while generating more than $1 billion of revenue. Businesses of all sizes are increasing their investments in esports and its players. But how do brands capture the fleeting and fragmented attention of mobile gamers? Adweek helps you keep up with esports trends, new games, partnerships and platforms. Plus, hear insights from esports executives and marketers on what they’re doing to capitalize on the industry’s growth momentum.

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Sorare Creates Collectible 3D Soccer Cards to View in AR

The augmented reality assets are available on iOS devices.

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This Retro Xbox Campaign Puts Video Game Influencers on Cereal Boxes

The commercial from Mutiny features Myth, Loserfruit and Chica.

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Gaming and AR Companies Seek to Entice Brands Amid Budget Cutbacks

The trade body is aiming to formalize how media is sold in the space.

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Inside Amex’s NBA 2K23 Activation, Which It Built to Drive Gen Z Love

American Express—which has made immersive experiences core to its identity alongside generous member benefits and small-business advocacy—went hard in the paint for its latest activation.  The brand hosted the American [...]

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EA Sports Brings Match Day Magic To Life in FIFA 23 Farewell

Final ad under FIFA name looks beyond stadiums to celebrate die-hard fans.

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EA Sports Inks Sky Premier League Sponsorship as It Readies Post-FIFA Evolution

The deal will run until the end of the 2024/25 season. It comes as EA prepares to mark the end of an era and rename its flagship FIFA series.

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FaZe Clan Goes Public in $725 Million SPAC Deal

The interactive lifestyle and media brand is banking on its connection with Gen Z.

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Oakley Sets Sights on Growing Esports Market With Multi-Year Gaming Partnership

Envy Gaming deal follows the eyewear brand's partnership with Seth 'Scump' Abner.

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Why Pick’em Is Key to Blizzard’s Overwatch League Strategy

The betting-adjacent tool is more often used in sports.

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FaZe Clan Launches Live Reality Competition Show on Twitch With New Brand Partner

The esports titan enlists nutrition brand Ghost to grow beyond the usual online gaming tactics.

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Why Creator Content Studios Are the Future of Esports

Gaming brands like Evil Geniuses are exploring a new way to partner with brands.

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Listen to Adweek’s Most Powerful Women in Sports Podcast

Call of Duty general manager Johanna Faries on her tenure with the NFL and the exciting future of esports.

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Scratch Up These Skateboards and Win Sick Prizes in the Newest Tony Hawk Game

The first major work from Activision's CMO Fernando Machado promotes the latest entry in the gaming series.

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Miller Lite and Complexity Gaming Expand Partnership to Merchandise, Diverse Players Series

Beer brand is among major marketers taking an interest in esports.

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Esports Brands Reevaluate Relationships With Russian Entities

Ukraine's deputy prime minister appealed directly to game developers on Twitter.