RANCHO PALOS VERDES, Calif. — The latest ally in competitive gaming’s fight for mainstream awareness just might be marketers.
At an intimate, invite-only gathering this week at an exclusive seaside resort, executives from corporations like AT&T, State Farm and McDonald’s were looking to electronic sports to potentially capture new consumers. While esports now regularly draws tens of millions of spectators both online and in person, the genre continues to battle for broader recognition in North America.
“There is definitely an awareness issue across mainstream elements,” said Dustin Beck, vice president of esports and merchandising at “League of Legends” publisher Riot Games. “We want this to be a successful ecosystem for decades to come, and that will be buoyed by having larger brands, like those here, who become aware of esports and get involved in esports.”