LONG BEACH, Calif. — As technology has improved, esports is becoming increasingly mainstream.

Fortune Magazine estimates that the global esports market was worth $2 billion in 2023. 

As the industry continues to grow, one local college is doing its part to stay ahead of the curve. Long Beach City College opened a brand new, state-of-the-art esports facility on campus in February.

With 47 gaming stations and a control room to support the production of live streaming events, LBCC claims the esports facility is the largest of its kind in Southern California. 

Ramzi Steenhoek is a student at LBCC who is also part of the school’s esports team, so he’s taking full advantage of the new addition to the campus.

“It’s such an amazing experience,” Steenhoek said. “Especially with the robust equipment we have, and the A/V technology we have all around this room for various training.”

The Pew Research Center conducted a survey and found that 85% of teens across the country identify as active video game players.

For Steenhoek, being able to socialize and compete with people who have similar interests has helped him find a sense of community at the school. 

“When you go out into the world, usually when you say, ‘Oh, I play video games,’ it’s not the best first impression,” he said. “But around here, it’s something that everyone else has in common.”

Gabriel Giangualano is the director of esports at LBCC.

He helps students not only learn how to play the games but also with the production aspect of esports.

Although playing the actual game is a big component of the genre, there is another side to esports.

Giangualano said students will learn how to operate the control room, which includes content creation, producing broadcasts and livestreams, and is an essential part of the industry. 

“A lot of times we have a student come in and they’ll say I really want to be involved, but I’m not very good at video games, and we say, say no more,” Giangualano said. “We’re gonna teach you how to use the equipment. And we’re going to give you the chance to spread your wings and get out there.”

With more and younger people cutting the cable cord and using their personal devices for entertainment, streaming eSports has gained some popularity.

According to the online statistics website Statista, more than 300 million people worldwide watched esports events online in 2024. 

Giangualano said that with the viewing habits of the younger generation changing, we could see a shift in what’s offered on cable television as esports continues to grow.

“We’ll probably see maybe a dethroning of the Big four that we see on television. Baseball, basketball, football and soccer or hockey, but I think that’s where we’re headed,” he said. “I think the industry is going to account for this generation that’s coming up.”

LBCC competes against other schools in esports leagues and offers the students the chance to participate in any avenue of esports they like at the facility.

For Steenhoek, the esports facility is a place where he focuses, and it provides him with an added incentive to attend school. 

“We can never be in this space without a purpose,” he said. “As long as we keep our minds focused, we’re able to really take advantage of this space here on campus. And it is something I look forward to coming to school every day.”

Dedimus Potestatem

<p>Dedimus Potestatem provides fun, engaging, academically challenging programs to students in primary, middle, and high school. Programs include Leadership, Debate, Model United Nations, Computer Programming, Financial Literacy, Filmmaking, Philosophy, Model Congress, Mock Trial, Etiquette, Bioethics, Stem and Bioethics, and more. We currently offer both virtual and in-person private, semi-private, and group sessions and after-school programs. Contact us to bring us to your school today!</p>
<p>Sessions</p>
<p>We currently&nbsp;offer both virtual and in-person private, semi-private, and group sessions as well as after-school programs. To register, visit&nbsp;<a href=”https://www.potestatem.co/bookclassesnow” target=”_blank” rel=”noopener”>https://www.potestatem.co/bookclassesnow&nbsp;</a>or email us at&nbsp;<a href=”mailto:info@potestatem.co?subject=REGISTER” target=”_blank” rel=”noopener”>info@potestatem.co</a></p>
<p><a href=”https://www.potestatem.co/leadership” target=”_blank” rel=”noopener”>Leadership: Middle School ages 10-13, High School ages 14-18</a></p>
<p>This is a unique leadership course that gives students the skills they need to succeed in life. Using an activity-based syllabus centered around character traits most sought and admired in leaders (initiative, honesty, self-control, adaptability, empathy, persuasiveness, resourcefulness, diligence, tolerance, determination, generosity, punctuality, courage, reliability, endurance, deference, creativity and integrity) students learn how to deal with situations they encounter in life. These building blocks will ensure they grow to become the leaders so sought after by our burgeoning society. Our grading rubric was adapted with the permission of Neil Mercer, the Director of research and Head of Faculty at The University of Cambridge.</p>
<p><a href=”https://www.potestatem.co/little-leaders-prek-and-kindergarten” target=”_blank” rel=”noopener”>Little Leaders: Primary School Ages 6-9</a></p>
<p>Developed by former pre-school and elementary teachers, this ethics-centered program utilizes a play-based method to encourage students to explore and apply soft skills in their daily lives. While cultivating the skills they will need to build strong, successful relationships, they will learn how to find their voice and showcase themselves in the best way. Students will learn to communicate and negotiate so they can be better team leaders and team players. Students will learn how to deal with situations they encounter in life, such as bullying, cheating, conflicts between two or more parties, and more. The inculcation of these values in our children’s formative years will ensure they grow to become the leaders so sought after by our burgeoning society.</p>
<p><a href=”https://www.potestatem.co/classes/beginnersdebate” target=”_blank” rel=”noopener”>Speech &amp; Debate</a>&nbsp;(competitive and non-competitive programs available)</p>
<p>This online after-school program prepares students for formal and informal presentations. Participants learn to craft and present arguments and inform, persuade, and motivate an audience in a variety of ways. According to the English Speaking Union, debate is a natural fit for students and compliments common core standards. Debate builds literacy and multi-media research skills, fosters critical thinking and expanded perspectives, enhances public speaking skills, increases confidence, trains students to listen effectively, supports diverse learners and strengthens civil engagement and discourse.&nbsp;</p>
<p><a href=”https://www.potestatem.co/model-un” target=”_blank” rel=”noopener”>Model United Nations (Ages 11-18)</a></p>
<p>Model UN simulates the six major organs of the United Nations. Students role play as delegates from a country of their choosing and learn to write and present resolutions based on topics they are passionate about-just as if they were representing member states of the United Nations. We utilize materials from National Model UN and video tutorials to teach students how to write and present position papers, working papers, and draft resolutions. Students use debate and negotiation to enlist the support of other delegates for their resolution. Model UN is a great way to teach students leadership skills like communication, conflict resolution, negotiation, and delegation.</p>
<p><a href=”https://www.potestatem.co/self-defense-classes” target=”_blank” rel=”noopener”>Self Defense and Empowerment</a></p>
<p>Developed by a veteran Krav Maga specialist, this self-defense program will focus on the principle of healthy minds in healthy bodies. Students will focus on de-escalation techniques as well as safe and active means of self-defense. Through active games and fun drills, students will learn the disciplined focus, critical thinking, adaptability, and resilience necessary to achieve goals, as well as gain valuable social insights into leadership and teamwork. Students will expend energy and reduce stress while learning to stand and present confidently.</p>
<p>Mock Trial&nbsp;(<a href=”https://www.potestatem.co/classes/mock-trial-classes” target=”_blank” rel=”noopener”>Fairy Tale Mock Trial for ages 7-9</a>, regular&nbsp;<a href=”https://www.potestatem.co/mock-trial-classes” target=”_blank” rel=”noopener”>Mock Trial Ages 10-18</a>)</p>
<p>Mock trial is a hands-on simulation of the American judicial system. The goal is to help participants acquire a working knowledge of our judicial system, develop analytical abilities and communication skills, display leadership in a court of law, and gain an understanding of their obligations and responsibilities as participating members of our society. Materials for this course are provided by The American Bar Association.</p>
<p><a href=”https://www.potestatem.co/model-congress” target=”_blank” rel=”noopener”>Model Congress: Ages 10-18</a></p>
<p>This civics course simulates the legislative process. Students will learn about the electoral process, lobby for issues they are passionate about, draft and deliver bills, amend legislation, debate international policy, and learn how to effectively represent a constituent body of their choosing. We utilize materials from The Constitutional Rights Foundation, ICivics (founded by Justice Sandra Day O&rsquo;Connor) and the National Model U.S. Congress. These resources have been proven to improve students&rsquo; civic knowledge, presentation, and core literacy skills. New research has also shown that the use of the aforementioned materials has also led to increased participation in the democratic process. Our objective in this course is to educate the next generation, nurture and inculcate a passion for civics and history and encourage young people to advocate for themselves.</p>
<p><a href=”https://www.potestatem.co/philosophy” target=”_blank” rel=”noopener”>Philosophy</a></p>
<p>The focus of the&nbsp;Philosophy&nbsp;class is to examine and understand the ideas behind the most popular&nbsp;philosophies&nbsp;embraced throughout the world. To do this, students examine ethical situations through the lens of these&nbsp;philosophies&nbsp;and engage in a Socratic style debate. Students are presented with an ethical question and they must identify stakeholders and players within the dilemma, discuss the key moral issues and present opposing viewpoints. This class was built for students who wish to&nbsp;<a href=”https://nhseb.unc.edu/” target=”_blank” rel=”noopener”>compete in the middle or high school Ethics Bowl</a>.&nbsp;</p>
<p><a href=”https://www.potestatem.co/classes/money-matters-financial-literacy-for-kids-afterschool”>Money Matters: Financial Literacy for Students</a></p>
<p>The Money Matters course is built to help students manage their personal finances, from building credit and loan applications to interest rates and investing strategies. This class will cover the basics of financial health, savings, spending habits, and budgeting. After learning how to store, track, and spend responsibly, students will learn about risk management, APRs, and tax preparation. This class will use real-life examples and teach students how to set and achieve financial goals. This course is ideal for middle and high school students.</p>
<p><a href=”https://www.potestatem.co/stem-dna-ethics” target=”_blank” rel=”noopener”>STEM and Bioethics:&nbsp;(Ages 10-18)</a></p>
<p>Our STEM program will give kids the opportunity to think critically about science and society, and to practice communicating scientific topics in ways everyone can understand. To be a successful scientist in our modern world, one must not only have a broad understanding of scientific material learned at school, but also the ability to communicate effectively and share that knowledge with others. Each week of this program will build on the previous while also introducing new scientific topics for discussion.</p>
<p><a href=”https://www.potestatem.co/classes/virtual-after-school-etiquette” target=”_blank” rel=”noopener”>Etiquette&nbsp;(Ages 5 and up)</a></p>
<p>Due to increasing popular demand from groups and individuals, we have decided to offer our etiquette course as an eight week after-school class. Students will not only learn how to introduce themselves and their friends, they will explore appropriate language for quotidian and special occasions, how to enter and leave conversations, proper table behavior for different scenarios, effective strategies for conflict resolution and negotiation, the importance of tone, expression, and body language in every social interaction and why manners and soft skills are essential to a successful life.</p>
<p><a href=”https://www.potestatem.co/classes/essay-writing” target=”_blank” rel=”noopener”>Speech and Essay Writing: Ages 10-18</a></p>
<p>This group class includes eight one-hour online sessions focused on the creation, development, and delivery of informative and persuasive speeches. This program is tailored to the needs of the individual(s) in question and can include essay writing, use of stylistic devices, and persuasive rhetoric and/or instructions on how to craft and deliver a persuasive or informative multidimensional presentation with compelling slides, audio, and videos.</p>
<p><a href=”https://www.potestatem.co/classes/visual-storytelling” target=”_blank” rel=”noopener”>Visual Storytelling</a></p>
<p>Multimedia platforms have increasingly become more popular for educators, artists and businesses. Young people all over the world have begun using media to amplify initiatives, educate, share science, poetry, art, movement, culture and more. In this class students will learn to capture brief videos that share their voice and vision with the world.</p>
<p>College application course&nbsp;</p>
<p>Discover the fundamentals of style, narrative, and theme for the ideal college application essays! In these sessions, you will begin by examining outstanding Personal Statements and by brainstorming your own. Then, move on to draft and edit the specialized supplemental essays for each college on your list. Space is limited to ensure personalized attention.</p>
<p><a href=”https://www.potestatem.co/classes/essay-writing” target=”_blank” rel=”noopener”>Academic writing</a>&nbsp;</p>
<p>These are sessions focused on academic writing. Our tutors have years of experience in drafting, editing, and teaching essay writing. Each package will include a consultation with our tutors to assess individual needs.&nbsp;</p>
<p><a href=”https://www.potestatem.co/classes/test-prep-sat-shsat-act-gre-gmat-asvab-tachs-more”>Test Prep: SAT, SHSAT, ACT, GRE, GMAT, ASVAB, TACHS + more</a></p>
<p>These classes are focused on identifying the quickest and most efficient path toward improving students’ standardized test scores. Starting with a diagnostic practice exam, this program will target the key subject matter your students need to master while integrating timing, triage, and practice strategies. We aim to regularly emulate the real-life conditions of tests until students are comfortable working quickly, accurately, and efficiently. Sessions can be one hour or two hours in length, as needed.</p>
<p>Computer Programming: Coding for Kids</p>
<p>In these sessions, we start by discussing the basics of computer programming, what it is, what it can do, and what it was built on. Then we will begin experimenting with block-based programming languages. Students will learn the basics of computer architecture, binary code, compilers, and algorithms. By the end of the course, students will be able to produce small programs of their own. The cost of materials is not included. This class is available to younger students (Ages K-1) and middle and high school students.&nbsp;</p>
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Sergi Cerrato is a Spanish lawyer and CEO of MCR-Agency, a leading gaming influencer marketing firm.

Once considered niche entertainers, gaming influencers have become central figures in many brands’ marketing strategies. The global games market generated $177.9 billion in 2024, making gaming a dominant force in the entertainment industry. This underscores the enduring engagement of the gaming community and the potential for gaming influencers to be invaluable partners for brands aiming to connect with diverse audiences.

Understanding The Ascent Of Gamers

Historically, playing video games was perceived as a solitary activity with limited appeal to mainstream audiences. However, the growth of platforms such as Twitch and YouTube has transformed gaming into a communal experience, fostering vibrant communities around influential creators. For instance, in 2024, Twitch had an average of 2.38 million concurrent viewers.

Many brands have recognized this shift, leading to collaborations that seamlessly integrate products into gaming ecosystems. A notable example is Nike’s partnership with Epic Games in 2019, which introduced Jordan-brand sneakers into Fortnite. This collaboration not only enhanced the gaming experience but also bridged the gap between virtual and physical products, showcasing an innovative marketing strategy.

Brands are also collaborating directly with gamers themselves. One prime example is Tyler “Ninja” Blevins, who partnered with Red Bull in 2018. This collaboration included attending events and launching contests and limited-edition products, amplifying Red Bull’s presence within the gaming community. And then there’s Kai Cenat, who partnered with Nike in 2024. Such partnerships underscore the potential of gaming influencers to elevate brand visibility and engagement.​

The ascent of gaming influencers is deeply rooted in their ability to cultivate authentic personal brands. Unlike traditional celebrities, gamers engage in real-time interactions with their audiences, fostering genuine connections. This authenticity translates into significant influence over their followers’ preferences and purchasing decisions.​

Measuring Gamers’ ROI

Despite the evident opportunities, some brands remain hesitant to invest in gaming influencers, often due to misconceptions about measuring return on investment. Traditional advertising metrics—such as impressions and click-through rates—often fail to capture the depth of engagement that gaming creators generate. Unlike conventional ads, these partnerships rely heavily on authenticity, community interaction and narrative integration.

To address this, we’re seeing forward-thinking brands adopt multidimensional measurement frameworks that evaluate story-driven engagement beyond simple exposure. They’re focusing instead on conversation quality and emotional resonance.

Advanced influencer marketing platforms are also evolving. They’re leveraging AI-driven analytics to track performance across metrics like viewer retention, brand sentiment and conversions. These technologies allow brands to tie creator content to concrete outcomes—such as product awareness, loyalty or even direct sales—while also adjusting campaigns in real time.

The key takeaway is that ROI is measurable, but only when you align your expectations with the unique dynamics of creator-driven ecosystems.

Developing Authentic, Enduring Partnerships

As the gaming space matures, we’re also seeing leading brands moving away from short-term activations toward deeper, more strategic partnerships with creators. This mirrors the sponsorship model seen in sports and entertainment, where consistency and co-branding build stronger equity over time. Rather than involving transactional campaigns, collaborations are now structured around long-term mutual value: equipping players, supporting development and enhancing community engagement.

Logitech G’s recent alliance with esports and gaming organization Gen.G exemplifies this approach. By providing high-quality gaming equipment and fostering an optimal environment for professional play, Logitech G demonstrates a commitment to the gaming community that transcends transactional relationships. ​

This shift benefits both sides. Brands gain sustained visibility within tight-knit gaming communities, while gamers secure stable support to grow their content and business ventures. The resulting collaborations are not just more effective—they’re more authentic.

To build such partnerships yourself, start by choosing creators whose audiences and values genuinely resonate with your brand. Involve creators early—invite them to brainstorming sessions for everything from in-game mashups to co-hosted streams or on-site events—so they feel like true co-creators rather than hired hands. Roll out your initiatives in stages, whether it’s a product reveal, a tournament sponsorship or a community meetup, to keep the energy high and the story unfolding naturally. And touch base with creators regularly to celebrate wins, tweak your approach and set fresh goals so you can keep both sides invested and watch the collaboration deepen with every campaign.

Recognizing And Respecting The Role Gamers Play

Gaming is no longer an emerging trend—it’s a cultural mainstay, and creators within this space are shaping digital conversations at scale. Their influence stretches far beyond gameplay. Yet many marketers still underestimate gamers’ strategic potential. The misconception that gaming talent is unmeasurable or too informal is fading, but not fast enough. Brands that embrace this reality today will have a first-mover advantage tomorrow.

As marketers plan for the next wave of digital transformation, one thing is clear: Gaming creators should be treated not just as influencers, but as co-creators of brand equity. They are entrepreneurs, media entities and cultural ambassadors. The brands and investors that recognize—and respect—that role will lead the way in a media landscape increasingly defined by authenticity, immersion and connection.

Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?