Overwatch League shows esports marketing works

If you’re wondering how massive esports has become, just follow the money. The livestreaming platform Twitch paid $90 million for the rights to the Overwatch League. Activision Blizzard, creator of Overwatch, beat its revenue forecast for Q1 2019, in part because of its esports initiatives. If you combine fan spend, media rights, and sponsorships, the esports market is now worth an estimated $922 million.

Marketers have noticed the growing audience for esports. Brands such as Coca-Cola, Kit Kat, and Cox Communications have done some sort of an esports sponsorship recently. The value of these deals are not public knowledge, but it’s a good bet that they are hefty. Marketers, rightfully so, want to be part of a growing phenomenon—one that has a captive audience and a passionate fanbase.