Sexy sports: Brands and the untapped potential of e-sports

Brands should consider investing in esports for its untapped potential, says EVOS Esports’ Allan Phang, and because they will be targeting the next generation of consumers.

Esports may be similar to traditional sports but, when it comes to the former, parents think it’s just a bunch of kids playing video games in front of the PC, said Allan Phang, regional head of marketing, EVOS Esports.

“But it’s more than just that,” he said at the recent virtual APAC Digital Summit organised by Meltwater, where he discussed how brands and marketers can invest in esports and exploit its hitherto untapped potential.

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