Arby's gets a taste for eSports
Playing video games and devouring fast-food are two activities which are inextricably linked in the popular imagination.
To test whether this enthusiasm could help build its brand in practice, Arby's is taking a bite out of the rapidly-growing eSports market. This category, broadly defined, involves organized events where teams or individuals compete to become the best player(s) of a certain gaming franchise, like battle-arena offering "League of Legends", or first-person shooters such as "Call of Duty" and "Counter-Strike: Global Offensive".
"We know that our customers are gamers," Rob Lynch, Brand President/CMO...