As traditional methods of marketing prove less of a sure-fire way of reaching increasingly fragmented audiences, e-sports are becoming an attractive option for marketers. It’s also becoming an effective way to share content and reach audiences across social media platforms, as gamers go online to compare their results, compete against each other or help each other to achieve goals. Gaming has provided marketers with a new set of tools to realise a number of objectives, from building simple awareness to driving loyalty and even changing certain behaviours, according to digitalstrategyconsulting.com. The site argues that the demographic appeal of mobile and online gaming has increased, while the costs of game creation have dropped. At its core, e-sports are competitive video games. They range from action to strategy and sport. In recent years e-sport has become increasingly professionalised, with teams, players, sponsors, management staff and even leagues, all set up in a way reminisc...

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