The Rise of Esports: Embracing Authenticity and Change

This chapter explores the burgeoning potential of the esports industry, drawing parallels with the early days of social media and emphasizing the importance of authenticity in brand engagement. It highlights generational shifts in audience demographics and the need for transparency as esports evolve, particularly comparing it to traditional sports. Additionally, the discussion encompasses investment strategies, the challenges of adapting to a changing media landscape, and the critical role of understanding consumer behavior in shaping esports marketing.