Gillette's Gaming Alliance has esports stars like Dr Lupo.
Gillette's Gaming Alliance has esports stars like Dr Lupo.
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Gillette and Twitch round up esports influencers in gaming alliance

  • Posted byby Dean Takahashi
  • Updated
  • 1 min

Procter & Gamble’s Gillette brand and Amazon’s Twitch livestreaming service have formed the Gillette Gaming Alliance, a team of five Twitch streamers from around the world who will collaborate with the razor maker to create content for their fans.

It’s another sign that the biggest brands in the world are paying attention to esports, which is starting to rival or even surpass traditional sports in snagging young audiences.

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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.