How Advertisers Can Capitalize on Esports Fandom and Reach Teens

Last year, the University of Massachusetts Lowell conducted a poll with The Washington Post that looked at the dramatic rise of esports. The poll found that 38% of 14- to 21-year-olds call themselves fans of esports or competitive video gaming—compare that with the 40% who are self-proclaimed football fans. eMarketer’s Caroline Cakebread spoke with Joshua Dyck, associate professor and co-director of the Center for Public Opinion and the author of the poll, about why teens are flocking to esports, and the opportunities for advertisers to capitalize on them.