Esports the wave of the future as participation outstrips established Aussie sports

July 29, 2016 1:25

Interest and participation in esports is already outstripping sports such as golf, horse racing and netball and will soon able to compete with cricket, the head of sports and entertainment marketing at Gemba has predicted.

At the Mumbrella Sports Marketing Summit session on the esports revolution, Andrew Condon said that marketers needed to get the rapidly-growing sector on their radar as a channel for their brands.

With games such as League of Legends now boasting millions of players and viewers around the world, he said that more than 700,000 people in Australia were already actively engaged in esports.

“Esports is the same size as netball, the same size as golf, the same size as cycling and, fitting that we are here at Randwick, the same size as horse racing,” Condon said.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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