The momentum behind esports is now unstoppable. The hows and whys are no longer important.
This is: if you’re smart you can now access an audience that has traditionally been difficult (at best) to reach.
Tomas Haffenden has this great piece up at Mumbrella well worth a read. Traditional marketing is not the way forward here.
One answer comes from the 1996 game Wipeout 2097. Red Bull was heavily featured in-game, with advertising around the track. The brand fit the game, the audience and the experience.
Esports are not for every brand. But for some they’re a chance to impact an elusive audience.