How esports grew up: An oral history

Here’s the story of esports’ evolution from the grassroots days to today’s corporate landscape, in the words of esports-industry experts and OGs. September 02, 2022 With its arena-filling events and six-figure salaries, the esports industry has come a long way since the early days of competitive gaming. [Here's an oral history.]( Additional coverage: - As Covid concerns continue to wane and people venture back outside, baby care brand Coterie is [leveraging OOH advertising](. - To drum up support for the latest installment Dragon Ball Z, Toei Animation [turned to Fortnite for a crossover]( fans of both franchises have dreamed about for years. - DTC orthotics brand Fulton is [pairing guerilla-marketing efforts with digital]( to help the one-year-old brand stand out to younger consumers -- well before they need to think about orthotics. Other things to know about - [Join us at the Digiday Publishing Summit]( from September 19-21 in Miami to hear from an influential group of publishing execs on how media organizations are building a more sustainable future. Don't wait to secure your pass, there are only a few spots left. - No publisher can recession-proof their business, but they are working to [stand out to advertisers during tough economic times]( with the promise of engaged reader communities. Sponsored by OpenWeb. - [Join this webinar]( on September 14 at 1 p.m. EDT to learn how marketers can use the extended cookie deprecation timeline to develop strong data management strategies. Sponsored by Adobe. Top Stories Andrew Arato [Gaming & Esports]( [How esports grew up: An oral history]( Here’s the story of esports’ evolution from the grassroots days to today’s corporate landscape, in the words of esports-industry experts and OGs. howdy! [Experimental Channels]( [Why OOH advertising is becoming a bigger part of this baby care brand's marketing strategy]( As Covid concerns continue to wane and people venture back outside, baby care brand Coterie is leveraging OOH advertising. [Sponsored by Skimlinks]( [Survey: How are you approaching affiliate marketing?]( Publishers, as the pandemic-spurred e-commerce spending growth slows, we want to know: How are you approaching affiliate marketing in 2022? Advertisement howdy! [Gaming & Esports]( [‘A whole new universe’: How Fortnite fits into Dragon Ball Z’s extended renaissance]( To drum up support for the latest installment Dragon Ball Z, Toei Animation turned to Fortnite for a crossover fans of both franchises have dreamed about for years. [Sponsored by Activision Blizzard]( [What gaming habits teach marketers about media consumption]( Understanding how users interact and engage with gaming gives marketers insights into players’ current and future media consumption trends. howdy! [Brands in Culture]( [How a DTC orthotics brand is advertising to people 'while they're walking' to get in front of them 'when they feel foot pain']( The guerilla-marketing tied to digital efforts is meant to help the one-year-old brand stand out to younger orthotics consumers. Advertisement [Sponsored by Amazon Ads]( [Consumers want brands to be genuine in their DE&I efforts]( Over 75% of consumers say brands play an important role in driving positive social change, according to a recent consumer survey. howdy! [Business of TV]( [Finally, some details on Netflix’s ad-supported offering — but buyers are stunned at what they're hearing]( The hiring of Jeremi Gorman and Peter Naylor, two highly regarded digital and streaming veterans, is providing buyers with some answers, even if they don’t like them all — like the shock of an asked-for $65 CPM. howdy! [Marketing on Platforms]( [As Snap restructures, marketers believe it should focus on augmented reality as it differentiates the platform]( As Snap Inc. undergoes major restructuring, marketers say the company has a chance to refocus the social platform around its key differentiators such as augmented reality. [All Latest Stories]( [Equality and Opportunity]( [Dentsu Media’s Mark Prince is pushing advertisers to diversify their media mixes to support minority-owned publishers]( The agency group has set a goal to have 15% of its annual budget across media, creative and customer experience management be spent with diverse-owned suppliers by 2025. You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](