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GameSquare Media Partners With Esports.gg to Scale Gaming Ad Solutions

GameSquare Media announces a strategic partnership with Esports.gg, consolidating its media solutions under one unified gaming-focused brand. The partnership expands on GameSquare’s existing collaboration with eFuse and follows a recent multi-year agreement between eFuse and Sideqik, a GameSquare company. Under the leadership of newly appointed Head Drew […]

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GameSquare Media announces a strategic partnership with Esports.gg, consolidating its media solutions under one unified gaming-focused brand. The partnership expands on GameSquare’s existing collaboration with eFuse and follows a recent multi-year agreement between eFuse and Sideqik, a GameSquare company.

Under the leadership of newly appointed Head Drew Brunson and media operations leader Brittany Peters, GameSquare Media will provide enhanced programmatic advertising solutions. The partnership offers:

  • Optimized ad library for gaming audiences
  • Full campaign management support
  • Real-time performance tracking
  • Dedicated client success team
  • GAM access with direct-sold campaign training

This strategic move positions GameSquare (NASDAQ: GAME) as a comprehensive solution for gaming-focused publishers and brands seeking targeted advertising services. The initiative aligns with GameSquare’s 2025 guidance and reinforces its commitment to revolutionizing brand-audience connections in the gaming ecosystem.

GameSquare Media annuncia una partnership strategica con Esports.gg, unificando le sue soluzioni media sotto un unico marchio focalizzato sul gaming. Questa collaborazione amplia la già esistente intesa di GameSquare con eFuse e segue un recente accordo pluriennale tra eFuse e Sideqik, società di GameSquare.

Sotto la guida del nuovo responsabile Drew Brunson e della leader delle operazioni media Brittany Peters, GameSquare Media offrirà soluzioni pubblicitarie programmatiche potenziate. La partnership propone:

  • Una libreria di annunci ottimizzata per il pubblico gaming
  • Supporto completo nella gestione delle campagne
  • Monitoraggio delle performance in tempo reale
  • Team dedicato al successo dei clienti
  • Accesso a GAM con formazione su campagne vendute direttamente

Questa mossa strategica posiziona GameSquare (NASDAQ: GAME) come una soluzione completa per editori e brand focalizzati sul gaming che cercano servizi pubblicitari mirati. L’iniziativa è in linea con gli obiettivi 2025 di GameSquare e rafforza il suo impegno a rivoluzionare il rapporto tra brand e pubblico nell’ecosistema gaming.

GameSquare Media anuncia una alianza estratégica con Esports.gg, consolidando sus soluciones mediáticas bajo una marca unificada enfocada en el gaming. Esta asociación amplía la colaboración existente de GameSquare con eFuse y sigue a un reciente acuerdo multianual entre eFuse y Sideqik, una compañía de GameSquare.

Bajo el liderazgo del recién nombrado jefe Drew Brunson y la líder de operaciones mediáticas Brittany Peters, GameSquare Media ofrecerá soluciones mejoradas de publicidad programática. La alianza ofrece:

  • Biblioteca de anuncios optimizada para audiencias gamers
  • Soporte completo en gestión de campañas
  • Seguimiento de rendimiento en tiempo real
  • Equipo dedicado al éxito del cliente
  • Acceso a GAM con capacitación en campañas vendidas directamente

Este movimiento estratégico posiciona a GameSquare (NASDAQ: GAME) como una solución integral para editores y marcas enfocadas en gaming que buscan servicios publicitarios segmentados. La iniciativa está alineada con la guía 2025 de GameSquare y refuerza su compromiso de revolucionar la conexión entre marcas y audiencias en el ecosistema gaming.

GameSquare MediaEsports.gg와 전략적 파트너십을 발표하며, 게임 중심 브랜드 아래 미디어 솔루션을 통합했습니다. 이번 파트너십은 GameSquare가 기존에 eFuse와 협력한 관계를 확장한 것이며, 최근 eFuse와 GameSquare의 자회사 Sideqik 간 다년간 계약을 따른 것입니다.

신임 책임자 Drew Brunson과 미디어 운영 책임자 Brittany Peters의 리더십 아래, GameSquare Media는 향상된 프로그래매틱 광고 솔루션을 제공합니다. 이번 파트너십은 다음을 포함합니다:

  • 게임 대상 최적화된 광고 라이브러리
  • 캠페인 전반 관리 지원
  • 실시간 성과 추적
  • 전담 고객 성공 팀
  • 직접 판매 캠페인 교육이 포함된 GAM 접근

이 전략적 조치는 GameSquare (NASDAQ: GAME)를 게임 중심 퍼블리셔 및 브랜드가 타겟팅 광고 서비스를 찾을 때 종합 솔루션 제공자로 자리매김하게 합니다. 이 이니셔티브는 GameSquare의 2025년 목표와 일치하며, 게임 생태계 내 브랜드와 관객 간 연결 혁신에 대한 의지를 강화합니다.

GameSquare Media annonce un partenariat stratégique avec Esports.gg, consolidant ses solutions médias sous une marque unifiée axée sur le gaming. Ce partenariat étend la collaboration existante de GameSquare avec eFuse et fait suite à un accord pluriannuel récent entre eFuse et Sideqik, une société de GameSquare.

Sous la direction du nouveau responsable Drew Brunson et de la responsable des opérations médias Brittany Peters, GameSquare Media proposera des solutions publicitaires programmatiques améliorées. Le partenariat offre :

  • Une bibliothèque d’annonces optimisée pour les audiences gaming
  • Un support complet pour la gestion des campagnes
  • Un suivi des performances en temps réel
  • Une équipe dédiée au succès client
  • Un accès à GAM avec formation sur les campagnes vendues en direct

Cette initiative stratégique positionne GameSquare (NASDAQ : GAME) comme une solution complète pour les éditeurs et marques axés sur le gaming cherchant des services publicitaires ciblés. Cette démarche s’inscrit dans les objectifs 2025 de GameSquare et renforce son engagement à révolutionner la connexion entre marques et audiences dans l’écosystème gaming.

GameSquare Media kündigt eine strategische Partnerschaft mit Esports.gg an und bündelt seine Medialösungen unter einer einheitlichen, gaming-orientierten Marke. Die Partnerschaft baut auf der bestehenden Zusammenarbeit von GameSquare mit eFuse auf und folgt einer kürzlich geschlossenen mehrjährigen Vereinbarung zwischen eFuse und Sideqik, einem Unternehmen von GameSquare.

Unter der Leitung des neu ernannten Leiters Drew Brunson und der Medienbetriebsleiterin Brittany Peters wird GameSquare Media verbesserte programmatische Werbelösungen anbieten. Die Partnerschaft umfasst:

  • Optimierte Anzeigenbibliothek für Gaming-Zielgruppen
  • Umfassende Kampagnenmanagement-Unterstützung
  • Echtzeit-Leistungsüberwachung
  • Dediziertes Kundenerfolgsteam
  • Zugang zu GAM mit Schulungen für direkt verkaufte Kampagnen

Dieser strategische Schritt positioniert GameSquare (NASDAQ: GAME) als umfassende Lösung für gaming-orientierte Publisher und Marken, die gezielte Werbedienstleistungen suchen. Die Initiative steht im Einklang mit den Zielen von GameSquare für 2025 und unterstreicht das Engagement, die Verbindung zwischen Marken und Zielgruppen im Gaming-Ökosystem zu revolutionieren.

Positive


  • Strategic consolidation of media operations under GameSquare Media brand to streamline and scale gaming-focused advertising services

  • New partnership with Esports.gg expands existing relationship and enhances programmatic advertising capabilities

  • Appointment of experienced gaming media executive Drew Brunson as Head of GameSquare Media

  • Backed by major investors including Dallas Cowboys owner Jerry Jones and the Goff family

  • Development of comprehensive direct advertising tools including ad library, campaign support, and performance tracking

Negative


  • No specific financial metrics or revenue projections provided for the new media division

  • Heavy reliance on partnerships and third-party platforms for revenue generation

  • Operating in highly competitive gaming and esports advertising market

Insights


GameSquare’s media consolidation and Esports.gg partnership aims to strengthen their position in gaming advertising without immediate financial impact.

GameSquare Holdings is making a strategic organizational move by consolidating its media solutions under the newly branded GameSquare Media division, specifically focused on gaming and esports advertising. This restructuring represents a clear attempt to streamline operations and create a more cohesive media offering for brands targeting gaming audiences.

The appointment of Drew Brunson as Head of GameSquare Media, working alongside operations leader Brittany Peters, demonstrates the company’s commitment to building dedicated leadership for this initiative. This team structure suggests GameSquare is prioritizing both strategic direction and operational execution.

The partnership with Esports.gg, an eFuse company, builds upon an existing relationship between GameSquare’s Sideqik and eFuse. The collaboration will provide Esports.gg with enhanced advertising capabilities including ad library deployment, campaign support, performance tracking, and client success resources.

While the company states that GameSquare Media is expected to be a “strategic growth pillar” for meeting their 2025 guidance, the announcement lacks specific financial projections or metrics to evaluate the potential impact. The focus on direct advertising capabilities suggests GameSquare is attempting to position itself as a specialized solution for gaming-focused publishers and brands seeking targeted advertising services.

GameSquare’s media consolidation creates a specialized gaming ad platform, potentially increasing competitive positioning without immediate revenue impact.

The gaming advertising landscape is increasingly becoming specialized, and GameSquare’s consolidation of its media operations under GameSquare Media reflects this industry trend. By creating a dedicated gaming and esports media brand, GameSquare is acknowledging that gaming audiences require tailored advertising approaches rather than generic solutions.

The partnership with Esports.gg represents vertical integration within the gaming media ecosystem, connecting specialized ad technology with content publishers. The comprehensive service offering—including ad library deployment, campaign rollout support, performance tracking, and dedicated client success teams—addresses specific needs of gaming publishers looking to monetize through direct advertising.

What’s particularly notable is GameSquare’s focus on enabling “direct advertising capabilities” across both website and social channels for Esports.gg. This suggests a move toward higher-value advertising inventory that could potentially yield better engagement with gaming audiences.

While the announcement positions GameSquare Media as a “go-to solution for gaming-focused publishers and brands,” there’s no mention of current market share, competitive differentiation, or specific revenue projections. The company indicates this initiative supports their 2025 guidance, but without quantification, it’s difficult to assess the actual financial impact of this organizational restructuring and partnership announcement.














GameSquare Media positioned as the go-to solution for gaming-focused publishers and brands seeking high-impact, targeted advertising services

Announcement expands GameSquare and efuse’s collaboration and follows the recent multi-year partnership between efuse and Sideqik, a GameSquare company

FRISCO, TX / ACCESS Newswire / April 30, 2025 / GameSquare Media, a division of GameSquare Holdings Inc. (NASDAQ:GAME), is consolidating and scaling GameSquare’s media solutions under one unified brand focused on gaming and esports. This strategic move reflects GameSquare’s commitment to building a dedicated, end-to-end media offering designed specifically for the gaming ecosystem. As part of this transformation, GameSquare Media has partnered with Esports.gg, an eFuse company, expanding the existing relationship between GameSquare’s Sideqik and eFuse. The company expects GameSquare Media to be another strategic growth pillar as part of delivering on its 2025 guidance

The consolidation underscores GameSquare’s vision to centralize its media operations, streamlining its experience in digital content monetization with advanced media, technology, and analytics capabilities. To lead this next phase of growth, Drew Brunson has been appointed as Head of GameSquare Media. Brunson brings extensive experience in gaming media and advertising and will work alongside Brittany Peters, who leads GameSquare’s media operations team, to deliver innovative and impactful solutions for brands looking to engage gaming audiences. Together, they position GameSquare Media as the go-to solution for gaming-focused publishers and brands seeking high-impact, targeted advertising services.

This announcement builds upon the recent multi-year partnership between efuse and Sideqik, another GameSquare company, reinforcing the growing synergy between the two organizations. The collaboration will enable Esports.gg to offer enhanced programmatic advertising solutions, allowing brands to engage gaming audiences with greater precision and effectiveness.

“With the launch of GameSquare Media, we are doubling down on our commitment to the gaming industry,” said Justin Kenna, CEO of GameSquare. “Under Drew’s leadership, we are confident in our ability to deliver world-class direct advertising solutions tailored for gaming. Esports.gg is the perfect partner, and through our growing collaboration, we are delivering sophisticated advertising solutions that empower brands to connect authentically with gaming communities.”

Through this partnership, GameSquare Media will enable Esports.gg to significantly expand its direct advertising capabilities across both its website and social channels, offering a robust suite of tools and services designed to drive higher engagement and revenue. These include:

  • Ad Library Deployment – A curated set of ad placements optimized for direct sales and tailored to gaming audiences.

  • Full Campaign Rollout Support – Assistance with implementing and managing direct advertising campaigns across Esports.gg’s owned and operated platforms.

“This partnership marks a pivotal moment in the evolution of gaming media,” said Matthew Benson, CEO and Founder of efuse. “GameSquare Media’s direct advertising solutions will help brands engage our audience in an even more seamless and data-driven way, reinforcing Esports.gg as a leading platform for advertisers looking to connect with the gaming community.”

The launch of GameSquare Media underscores GameSquare’s strategic commitment to redefining digital advertising in gaming. As the esports industry continues to expand, this transition ensures that brands can effectively reach and engage audiences in an evolving digital landscape.

For more information on GameSquare Media, visit www.gamesquare.com. To learn more about efuse, visit www.efuse.gg.

About GameSquare Holdings, Inc.

GameSquare’s (NASDAQ:GAME) mission is to revolutionize the way brands and game publishers connect with hard-to-reach Gen Z, Gen Alpha, and Millennial audiences. Our next-generation media, entertainment, and technology capabilities drive compelling outcomes for creators and maximize our brand partners’ return on investment. Through our purpose-built platform, we provide award-winning marketing and creative services, offer leading data and analytics solutions, and amplify awareness through FaZe Clan Esports, one of the most prominent and influential gaming organizations in the world. With one of the largest gaming media networks in North America, as verified by Comscore, we are reshaping the landscape of digital media and immersive entertainment. GameSquare’s largest investors are Dallas Cowboys owner Jerry Jones and the Goff family.

To learn more, visit www.gamesquare.com.

Forward-Looking Information

This news release contains “forward-looking information” and “forward-looking statements” (collectively, “forward-looking statements”) within the meaning of the applicable securities legislation. All statements, other than statements of historical fact, are forward-looking statements and are based on expectations, estimates and projections as at the date of this news release. Any statement that involves discussions with respect to predictions, expectations, beliefs, plans, projections, objectives, assumptions, future events or performance (often but not always using phrases such as “expects”, or “does not expect”, “is expected”, “anticipates” or “does not anticipate”, “plans”, “budget”, “scheduled”, “forecasts”, “estimates”, “believes” or “intends” or variations of such words and phrases or stating that certain actions, events or results “may” or “could”, “would”, “might” or “will” be taken to occur or be achieved) are not statements of historical fact and may be forward-looking statements. In this news release, forward-looking statements relate, among other things, to: the Company’s and FaZe Media Inc.’s future performance, revenue, growth and profitability; and the Company’s and FaZe Media’s ability to execute their business plans. These forward-looking statements are provided only to provide information currently available to us and are not intended to serve as and must not be relied on by any investor as, a guarantee, assurance or definitive statement of fact or probability. Forward-looking statements are necessarily based upon a number of estimates and assumptions which include, but are not limited to: the Company’s and FaZe Media’s ability to grow their business and being able to execute on their business plans, the Company being able to complete and successfully integrate acquisitions, the Company being able to recognize and capitalize on opportunities and the Company continuing to attract qualified personnel to supports its development requirements. These assumptions, while considered reasonable, are subject to known and unknown risks, uncertainties, and other factors which may cause the actual results and future events to differ materially from those expressed or implied by such forward-looking statements. Such factors include, but are not limited to: the Company’s ability to achieve its objectives, the Company successfully executing its growth strategy, the ability of the Company to obtain future financings or complete offerings on acceptable terms, failure to leverage the Company’s portfolio across entertainment and media platforms, dependence on the Company’s key personnel and general business, economic, competitive, political and social uncertainties. These risk factors are not intended to represent a complete list of the factors that could affect the Company which are discussed in the Company’s most recent MD&A. There can be no assurance that forward-looking statements will prove to be accurate, as actual results and future events could differ materially from those anticipated in such statements. Accordingly, readers should not place undue reliance on the forward-looking statements and information contained in this news release. GameSquare assumes no obligation to update the forward-looking statements of beliefs, opinions, projections, or other factors, should they change, except as required by law.

Corporate Contact

Lou Schwartz, President
Phone: (216) 464-6400
Email: ir@gamesquare.com

Investor Relations

Andrew Berger
Phone: (216) 464-6400
Email: ir@gamesquare.com

Media Relations

Chelsey Northern / The Untold
Phone: (254) 855-4028
Email: pr@gamesquare.com

SOURCE: GameSquare Holdings, Inc.

View the original press release on ACCESS Newswire









FAQ



What is GameSquare Media’s new partnership with Esports.gg in 2025?


GameSquare Media (NASDAQ:GAME) partnered with Esports.gg to provide unified gaming-focused advertising services. The partnership includes ad library deployment, campaign support, performance tracking, and dedicated client success teams to enhance programmatic advertising solutions for gaming brands.


How will the GameSquare (GAME) and Esports.gg partnership affect advertising capabilities?


The partnership enables Esports.gg to expand its direct advertising capabilities across website and social channels through GameSquare’s tools, including optimized ad placements, campaign management, real-time reporting, and GAM access with training for direct-sold campaigns.


Who leads GameSquare Media’s new gaming advertising division?


Drew Brunson has been appointed as Head of GameSquare Media, working alongside Brittany Peters who leads media operations. Brunson brings extensive gaming media and advertising experience to deliver innovative solutions for gaming-focused brands.


What services does GameSquare Media (GAME) offer to gaming publishers?


GameSquare Media offers comprehensive advertising services including ad library deployment, full campaign rollout support, daily performance tracking, dedicated client success teams, and GAM access with training for direct-sold campaigns.


How does the Esports.gg partnership align with GameSquare’s 2025 strategy?


The partnership consolidates GameSquare’s media solutions under one unified brand, serving as a strategic growth pillar for their 2025 guidance. It centralizes media operations and streamlines digital content monetization with advanced media, technology, and analytics capabilities.








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Evans, 49ers corner returns kids camp

AUGUSTA, Ga. (WRDW/WAGT) -Derrick Canteen is preparing for a trip home after his first round of OTA’s with the San Francisco 49ers. Later this month, Canteen will bring back his kids camp to the CSRA. On June 28, the former Cincinnati football captain will hosts ages 8-17 from 8a.m. to 2p.m. at Greenbrier High School. […]

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AUGUSTA, Ga. (WRDW/WAGT) -Derrick Canteen is preparing for a trip home after his first round of OTA’s with the San Francisco 49ers.

Later this month, Canteen will bring back his kids camp to the CSRA.

On June 28, the former Cincinnati football captain will hosts ages 8-17 from 8a.m. to 2p.m. at Greenbrier High School.

This past May, the undrafted free agent signed a 3-year deal with San Fran. To make room for the rookie on the roster, the 49ers waived safety Quindell Johnson.

This is the fifth camp that Canteen has hosted in the area. He previously hosted camps at Evans High School and Richmond Academy.

To sign up for Canteen’s kids camp, click here. Kids are asked to bring cleats and tennis shoes.



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Minecraft and Adidas Drop Free Adventurers Add-On with Ultimate Sidekicks

Minecraft is teaming up with Adidas for the craziest FREE add-on that players are already losing it over. The Adventurers Add-On brings in utility companions that actually will find ore, auto-farm, and record your death point. Those little guys are the perfect little helpers for any Minecraft player wanting to boost their gameplay. The announcement […]

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Minecraft is teaming up with Adidas for the craziest FREE add-on that players are already losing it over. The Adventurers Add-On brings in utility companions that actually will find ore, auto-farm, and record your death point. Those little guys are the perfect little helpers for any Minecraft player wanting to boost their gameplay.

The announcement tweet was all about the visuals, with fancy and elaborate balls thrown in to tease the funky things these companions would be able to do. The replies, of course, oscillated between hype, confusion, and pleas for other updates. Gotta love the Minecraft community.

Some were down for the collab, with one user reminiscing of how the kickball was their “favorite childhood game,” whereas others… were definitely not pleased. One just said, “Corporate sponsorship in Minecraft? Gross 🤢🤮,” whereas another called for Minecraft to cease all brand partnerships and return to working with JINX and 4JStudios. Ouch.

Others even forgot the mention of the add-on and hopped straight on their wish update, including ray tracing for consoles, the Aether update, and even Switch 2 (which, let’s be real, aren’t even announced, officially). Another joked, “Meanwhile, I’m just here waiting for Minecraft 1.21.6 to drop,” so relatable.

The actual crazy question lingering in people’s minds: Can they do what Iron Golems cannot? Really attack Creepers? Because honestly, watching a Creeper blow up all your hard work while the Iron Golem just chills and does not would rustle some serious jimmies.

The add-on sounds like a legit game-changer though: Auto-farming, saving death points, and ore finding so you don’t have to spend hours digging? Sign all of us up. Some even think “it doesn’t fit Minecraft,” but hey, it’s free so, why not?

Now, determine whether ball kick is just an emote or an actual weapon in the game is another question. We haven’t heard anything officially about that, but fingers crossed for the latter. The thought of kicking a creeper out of existence with a soccer ball is just too funny. Maybe chaos is what we actually need.

Depending on who you ask, you either love this or you hate it. What is certain, however, is that Minecraft players do always have opinions, and this is certainly no exception. Go ahead and grab a free copy of The Adventurers Add-On and decide if these sidekicks are an ultimate must-have for you.

And for the record—no, this ain’t a football update. Sorry KillerB.



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Washington-Wilkes receives grant from Falcons to start Flag Football program

AUGUSTA, Ga. (WRDW/WAGT) – Washington-Wilkes will now begin a Flag Football program. The Atlanta Falcons, along with the support of the Arthur M. Blank Family Foundation has awarded 45 Georgia high schools grants to launch a flag football program, Washington-Wilkes was one of the recipients. It’s part of a larger scale project, the Foundation has […]

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AUGUSTA, Ga. (WRDW/WAGT) – Washington-Wilkes will now begin a Flag Football program.

The Atlanta Falcons, along with the support of the Arthur M. Blank Family Foundation has awarded 45 Georgia high schools grants to launch a flag football program, Washington-Wilkes was one of the recipients.

It’s part of a larger scale project, the Foundation has supported more than 300 schools in the Peach State to either start or support an existing program.

Georgia was the fourth state to sanction girls Flag as an official sport in 2020. This past fall, more than 7,000 girls participated in the sport across 270 schools.

Washington-Wilkes joins teams across the CSRA: Richmond County and Columbia County schools have already-established programs.



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Arizona college, high school esports teams see growth since pandemic

By Ethan Holtzinger | Cronkite News PHOENIX — The year 2020 was unlike any other. On March 11, the World Health Organization declared COVID-19 a global pandemic, and suddenly nothing was the same. Masks became mandatory, social distancing was enforced and stepping outside felt like a last resort. While most aspects of daily life suffered, […]

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By Ethan Holtzinger | Cronkite News

PHOENIX — The year 2020 was unlike any other.

On March 11, the World Health Organization declared COVID-19 a global pandemic, and suddenly nothing was the same.

Masks became mandatory, social distancing was enforced and stepping outside felt like a last resort. While most aspects of daily life suffered, a select few thrived.

Of these rare quarantine successes, one of the most prominent was esports. As the worlds of business, education and even traditional sports struggled to stay afloat, the esports industry found itself in the midst of its own perfect storm. The lockdown forced people to turn toward technology and the internet more than ever, which put esports in a prime position for growth.

Consumer spending on video games, gaming hardware, software and accessories reached a record high of $10 billion in March, according to SuperData, a Nielsen company that has analyzed the gaming industry since 2009.

“Digital spending has been gradually going up year-over-year, but this is the biggest month we’ve ever seen,” SuperData principal analyst Carter Rogers told TheWrap in April 2020.

Estimates from Newzoo, a gaming industry analytics firm, put the esports industry at just over $950 million in global revenue by the end of 2020. Newzoo approximated that about 61% of earned revenue came from sponsorships, 17% from media rights, 11% from publisher fees, 6% from ticket and merchandise sales, and the remaining 5% from digital content and streaming.

However, spin the wheel forward five years and a lot has changed.

The world has gradually returned to normal, technology has evolved, and several new esports titles have emerged. The only thing that hasn’t changed is the main question.

Participation growth

The global esports market is projected to be valued at $3.4 billion by the end of 2025, which is approximately a 21% increase from the previous year and a whopping 258% increase from 2020, according to Statista, a German online platform that specializes in data gathering and visualization. Statista projects revenue from the esports betting market alone to hit the $2.8 billion dollar mark at the end of the year, nearly three times the $1 billion amount totaled five years ago.

Obviously, this type of growth is largely thanks to a significant increase in audience size. Statista estimates 2025 will see an increase to 318 million esports enthusiasts (regular viewers) compared to 215 million in 2020.

Jason Lake, the founder and CEO of Complexity Gaming – the sister esports team of the Dallas Cowboys – predicted this explosion years ago when the pandemic was still in its early stages.

“We’re going to continue to see this growth in player base and viewership that (has) been growing exponentially over the past decade,” Lake told TheWrap in April 2020. “Ironically, this crazy quarantine we’ve been stuck in has exposed games to entire demographics that might not have picked them up — they run out of Netflix or Hulu shows and want to know what else they can do.”

Beyond the numbers

The numbers are nice to look at, but they’re not the only aspect of the industry that has evolved over the past few years. Newer titles like Valorant, which ranks in the top five most viewed esports games this year along with League of Legends and Counter-Strike, have skyrocketed in the esports world in recent years.

Mobile gaming has also seen a huge surge in popularity as of late, as Mobile Legends: Bang Bang sits at the top of that same list. The mobile esports scene is much more accessible and affordable than the alternatives, which means competitive players are no longer confined to traditional gaming platforms.

This year also has a strong chance of being the right time for college esports programs to take the next step forward. The industry is noticing increased investment at the collegiate level, and some of the bigger esports brands are even offering college scholarships to top players.

Connor Rawls, a research specialist from ASU’s School of Arts Media and Engineering who runs the Esports Lounge at Arizona State, has high hopes for ASU’s esports program in 2025.

“During COVID, we saw the in-person side of things really go down,” Rawls said. “Now we’re getting good participation again, and in the years since, it feels like there’s really been more attention and more of an audience around the program. Esports at ASU is looking good this year, and so is the whole industry.”

The increased support that the industry has received at the college level doesn’t surprise senior Phaelen Bride, the event coordinator at ASU’s Esports Lounge. She thinks investing in esports would be a smart move for any university.

“It’s only going to get more popular, and it brings in a lot of money,” Bride said. “Investing would be beneficial to any college that’s interested, and this would definitely be the best time to do it.”

Consumer spending on video games, gaming hardware, software and accessories reached a record high of $10 billion in March. (File photo by Samuel Nute/Cronkite News)

Consumer spending on video games, gaming hardware, software and accessories reached a record high of $10 billion in March. (File photo by Samuel Nute/Cronkite News)

Pandemic predicaments

The pandemic benefited esports in numerous ways, but there were still plenty of obstacles the industry had to endure. The transition to quarantine in the competitive gaming world wasn’t as easy as it would seem. There were still several issues that needed to be solved, especially for high school programs with an unforgiving budget.

“We learned that from-home play is not really reliable,” said Kenya Corrigan, coach of Gilbert High School’s esports program which started in 2019. “We were creating systems out of nothing. Our schools weren’t ready, our networks weren’t ready and we had to educate a lot of our community that not all computers can run esports games.”

Corrigan was aware of the industry’s potential for growth during the pandemic. For her, it was just a matter of getting through the early roadblocks. Five years later, high school esports programs are stronger than ever, but they are facing new problems that emerged during the switch back to in-person schooling.

“It did feel a little bit more like a club once we came back, compared to the other programs that started up again, and I think that some schools still kind of struggle with that,” Corrigan said. “It’s about treating your program like a sport, but a lot of students and parents are used to video games being more of a casual thing, which makes it a lot more difficult.”

In-person esports tournaments might have taken the biggest hit in 2020 as far as the industry is concerned. Live events were called off, lockdowns forced fans to tune in from home and although in-person tournaments have been brought back, they still haven’t fully recovered.

Players had to continue playing at high levels while adapting to different online formats and having their usual training routines altered. Sponsorship deals were more unstable than ever amid economic uncertainty. The only aspect that improved was online viewership, surging from the occasional entertainment drought during quarantine.

Bride is just grateful the esports in-person tournament scene came back at all.

“Oh, it’s so nice to be able to watch in person again,” Bride said. “The pandemic was a rough time because you could really only tune in online, but now it’s back and I’m so happy. Now players can hear the fans cheering in the background again, and that just makes the tournaments so much better and more fun for everyone involved.”

Technology five years later

By this point, it’s clear that the entire landscape of the esports industry has changed within the past five years, and technology has been no exception.

Gamers are now offered high-powered hardware and peripherals that allow for faster response times than ever before and seamless game play. Available software and game development continue to improve each year, and now 5G technology boasts a more reliable connection along with lower latency.

Blockchain technology is also rising in relevance, introducing alternative models for competitive gaming that focus more on economic participation and player ownership. When incorporated into the world of gaming, Web3 technology has shifted more attention toward play-to-earn tournament structures that include cryptocurrency rewards, as well as NFT-based character ownership and trading systems.

Virtual reality also seems to have its own future in esports. VR headsets and sensors allow the player to move, engage and think tactically in the third dimension. This introduces a new type of immersion that was previously thought unattainable.

Special Olympics Arizona has its own esports program currently testing a virtual cycling prototype that translates real world movement into a virtual character that can compete in races with others around the world. Jameson Gorman, Special Olympics Arizona’s unified esports consultant, believes that VR is the future of the industry.

“I think that VR in the world of esports will become the norm as technology advances and at-home VR becomes more affordable to the average consumer,” Gorman said. “I have already dabbled with VR, and it was breathtaking having that form of technology.

“In my ideal world, VR would look a lot like it does in the movie ‘Ready Player One.’ People can use their VR headsets for any type of game, with the inclusion of a passthrough mode that allows for seamless viewing between the game and what’s in front of you.”

Leaving quarantine behind

As the world moves on from the COVID-19 pandemic, the esports scene does the same. Five years ago, the industry was just beginning its rise to mainstream success. Now, it’s right in the thick of it, and competitive gaming has immersed itself in high school and college campuses around the world as it continues to grow.

The industry has seen a dramatic uptick in overall participation since quarantine, and it has secured a much more prominent role in betting markets as well. Advancements in technology and a constantly evolving audience base ensure that esports will only improve from here. The industry’s future is getting brighter each day.

“I think esports will continue to advance into mainstream media as more and more people recognize the skill, creativity, dedication and teamwork it requires,” Gorman said. “I think the possibilities are really endless with where esports can go and what the next big idea will be.”





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State esports finals held at Mount Aloysius

CRESSON, Pa. – Mount Aloysius College’s Cosgrave Student Center was brimming with high school students from across Pennsylvania Sunday as the teenagers used their finely honed skills to take home esports championships for their districts. “They’re having a blast, and so am I,” Mount esports coach and organizer Sean Steffy said. Advertisement He added that […]

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CRESSON, Pa. – Mount Aloysius College’s Cosgrave Student Center was brimming with high school students from across Pennsylvania Sunday as the teenagers used their finely honed skills to take home esports championships for their districts.

“They’re having a blast, and so am I,” Mount esports coach and organizer Sean Steffy said.

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He added that it was exciting to see Cosgrave come alive with the students and families there to support them.

This was the first time the college has hosted the two-day Pennsylvania Interscholastic Esports Association finals. There were 215 players from 36 schools on campus to play Rocket League, Valorant, Overwatch and Super Smash Bros. Ultimate.

Locally, Central Cambria, Forest Hills and Westmont Hilltop high schools sent teams to compete against peers from Philadelphia, Pittsburgh, Altoona, Scranton, Lancaster and beyond.

Although the Division 2 and Division 3 championships were decided Saturday with winners from outside the area, Forest Hills’ Rocket League team made it to the final round against Biglerville High School.

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The matchup was a rematch of last year’s semifinal round, which Forest Hills lost.

Rangers esports coach Ben Grove said history unfortunately repeated itself Sunday.

Grove’s team lost to to their rivals in a 4-2 final, and Biglerville successfully defended its state title in the game.

“Still a good outing,” Grove said.

The matches were close with the final two going into overtime.,

Grove said it was a rough loss but a hard-fought battle for his students.

“This is the furthest we’ve ever made it,” he added. “It’s a big moment for our club and our school.”

Two of Grove’s top players – senior Jadon Staines and freshman Blake Shilcosky – competed against the visiting team.

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Staines’ high school career ended after the finals, but Grove said he was excited for Shilcosky to step up in the fall and become captain of the team.

Shilcosky said he started playing Rocket League during the COVID-19 pandemic and never expected to get to the state finals as a freshman.

He admitted he was somewhat nervous but ready to play.

“I don’t really get psyched out over stuff like this,” Shilcosky said. “I just go with the flow.”

He also was settled by the support of his family, who were in the viewing area watching his games.

Shilcosky’s parents, grandparents, aunts, uncles and family friends showed up to cheer him on.

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“Super-proud of all the hard work,” the player’s father, Derek Shilcosky, said.

Luke Williams,an esportscaster who broadcasts as Llama77, said the competition on display was awesome.

He said there were a lot of talented players facing off in the contest and commentating on it has “been a lot of fun.”

The matches were played at the Mountie Esports Arena on the ground floor of Cosgrave, with a viewing area in one of the conference rooms and all-star players facing off in Super Smash Bros. in the cafeteria.

Between games, students played rounds of ping-pong, ate, chatted, took tours of campus and watched others compete.

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Steffy said hosting the two-day event was a special moment for everyone involved and a great showing for esports throughout the region.

Division 1 winners were Biglerville for Rocket League; Lower Moreland High School for Valorant; and South Fayette High School for Overwatch.

Division 2 champions were Elizabethtown Area High School for Overwatch; Bayard Rustin High School for Valorant; and Pine Grove High School for Rocket League.

Division 3 winners were Montgomery Area High School for Rocket League; Wyoming Valley West High School for Valorant; and Pine Grove Area High School for Overwatch.

Garnet Valley High School was the Super Smash Bros. team winner for Division 2. The Division 3 champion for the game was Mountain View High School.

The Division 1 winner for Super Smash Bros. teams was Nazareth Area High School, with players from Penns Manor and Holy Ghost high schools taking the Super Smash Bros. individual titles.



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How Gamers and Experts Are Influencing Brands and Shaping Deals

How do brands “show up” in meaningful ways in the lives of Gen Z consumers? Get yourself to gaming platforms. That’s the key focus of a burgeoning unit within advertising giant Havas that aims to take audience targeting to new levels by tapping into gaming communities and social networks built around fandom and esports. Angelique […]

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How do brands “show up” in meaningful ways in the lives of Gen Z consumers? Get yourself to gaming platforms.

That’s the key focus of a burgeoning unit within advertising giant Havas that aims to take audience targeting to new levels by tapping into gaming communities and social networks built around fandom and esports.

Angelique Hernandez, VP and portfolio lead for Havas Play, and Jarell Thompson, VP of gaming for Havas Play, explained in detail how their teams hunt for good opportunities to connect brands with gamer culture. This episode of Variety’s “Strictly Business” podcast is a good warmup for the Cannes Lions festival, set to unfold June 16-20 in Cannes, France. That event is all about the connection of brands, marketers, advertisers and — increasingly — the influencers and social media creators who can reach elusive young consumers. Variety will be there in force.

Listen to the full podcast:

Hernandez said that in the world of online gaming communities, creators have options now, and that’s another telling sign about the evolution of the marketplace.

“They don’t necessarily have to have a brand partnership, right? They can make money on their own. There are all these platforms now that allow them to do that,” Hernandez said in a conversation held as part of the annual Variety Entertainment Marketing Summit in April. “You also have companies, whether they’re brands or even social platforms, that turn to them because now, not only are they experts in what their audience likes to see and hear and talk about, they’re also experts on the platform themselves, like creators know how to use TikTok and Instagram.”

Of course, where digital advertising is concerned, brand safety is always a concern. Thompson detailed the filters and process that Havas Play employs to find the best matches and avoid the landmines of something going viral for the wrong reasons.

“We have a really in-depth process where we vet creators. We have a lot of systems in place where we like do a lot of digging. We make sure that we’re connecting the right brands to the right creators, and we’re doing our due diligence to ensure that like their brand, safe, or if they’re relevant for the brand,” Thompson said. “Because honestly, some brands might make sense for certain creators who may be a little bit edgy, might be a little bit risque, but for some like the financial brands that we work with, we need to make sure that we honestly match with everyone who is the most brand safe and makes sense for the right audience.”

ARC Collective CEO and founder Shab Azma

In a separate conversation, Shab Azma, CEO of founder of talent management firm ARC Collective, offered the perspective of creators and expert influencers who are being heavily courted for brand partnerships. What social media platforms offer is unfettered ownership and control of the content, and that’s very appealing.

“We really are focused a lot right now on ownership. There’s a time and a place for traditional television, but that is breaking,” Azma said. “It’s gridlocked, and digital natives are creating content that is just as well produced as what as we’ve seen on television. They can take bigger swings.”

Azma continued, “That’s why not every influencer is really looking to be in traditional entertainment — because they understand the power that they hold within their creator community. For us, we’re really nurturing that in many ways. We really have found that there’s a flywheel and our talent becomes the nucleus for doing podcasts, live streaming, events, publishing, consumer products — all the things that they get to retain ownership in.”

“Strictly Business” is Variety’s weekly podcast featuring conversations with industry leaders about the business of media and entertainment. (Please click here to subscribe to our free newsletter.) New episodes debut every Wednesday and can be downloaded at Apple Podcasts, Amazon Music, Spotify, Google Play, SoundCloud and more.

(Pictured: Variety‘s Cynthia Littleton and Havas Play’s Angelique Hernandez and Jarell Thompson)



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