Booming business of esports sets sights on conquering mainstream audiences

There may be no better measure of the progress the exploding esports industry has made in recent years than a gathering planned this week along the glamorous beaches of Cannes.

For the next three days, Esports Bar, a conference dedicated to the business side of this surging industry, will gather many actors from the sectors one would expect: video game publishers, esports leagues, and even some players. But it’s the unexpected names that make it notable: Facebook to discuss esports partnerships, executives from Renault and Coca-Cola to explore sponsorships, and a German soccer league planning to announce its esports strategy.