Gaming and e-sports are becoming big business and an increasingly attractive proposition for brands looking to connect with consumers. The 2019 League of Legends World Championship finals, hosted in South Korea, attracted more than 100-million unique views, a larger audience than the Super Bowl in the same year. Globally, e-sports have been projected to attract revenues of $1.1bn, according to research from Green Man Gaming.

A recent digital Sunday Times Gen Next in partnership with HDI Youth Consultancy event focused on how gamification and e-sports are giving brands access to new youth audiences. Bongani Chinkanda, CEO of HDI Youth Consultancy, pointed out that even luxury brand Louis Vuitton has dipped its toes into the e-sports industry through a partnership with publisher Riot Games, which saw the French fashion house design clothes for characters in the fantasy video game League of Legends. The company also designed a carry case for the League of Legends World Championsh...

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