Esports is big, but it needs to a better payment system.
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Brands pursue millennials by engaging with esports and gaming

  • Posted byby Dean Takahashi
  • Updated
  • 21 min

Esports has become a billion-dollar industry, but if it is going to get much bigger, then brands have to buy into it in a much bigger way when it comes to sponsorships.

Those brands have to chase after millennials, who aren’t watching as much TV or sports as previous generations. It can be easier to reach them with games, esports, and digital media. But to be effective, the brands have to find an authentic voice that speaks to the new generation. We talked about these issues in a panel at CES 2020, the big tech trade show in Las Vegas.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.