The esports FIFA World Cup finished up last weekend with the winner, Mosaad Aldossary, taking home a cool $250,000 in front of a packed crowd at London's O2 arena. Proof, if it were needed, that esports has hit the big leagues.
So whilst esports has caught on with millennials, advertisers have yet to fully embrace this new field of opportunity.
The reasons for this are complex and tied up with the demographic involved. The nature of the esports industry itself, unregulated and largely at the whim of games developers, creates challenges for advertisers who struggle to find stable properties with which to align themselves.
Esports fans are avid streamers and tend to prefer streamed over linear broadcast, so let's expect to see some developments in this space — and with the esports market projected to grow by more than $250 million in 2018 expect to see them fast.