Selling out Olympic Stadiums – How Esports Rewrites Attention/Fandom

In November, 62,000 tickets to a single esports match at Beijing's Bird's Nest sold out in 12 seconds. This was not an outlier. From Cologne to Beijing, esports events are filling the world's largest arenas — and the audience is not who most brand marketers picture. 86% of Gen Z played games in the past 12 months. Gaming now leads their leisure time ahead of social media and streaming. Brands fluent in esports are locking in long-term relevance. Those absent are compounding a debt they have not yet noticed. Hear from the CEOs of Asia's and the West's largest esports companies — and the psychologist who explains why this audience's loyalty is unlike anything brands have seen before.

• Why has esports reached a generation of fans that traditional sports and entertainment missed - and what does that gap tell us about where brand attention needs to go?
• How can the psychology of esports fandom be applied to build deeper, more durable brand relationships - across sport, culture and entertainment?
• How does esports brand investment in the East compare to where the opportunity stands in the West - and where are the two trajectories heading?