Faaez Samadi
Jul 6, 2018

How to win in esports? Be authentic, like everywhere else

Following Lagardere Sport’s commercial deal with Singapore esports club Team Flash, head of esports Andre Flackel explains why the digital gaming world is so important to the agency.

(Source: Lagardere Sports)

Everybody in marketing knows about esports. They aren’t new. Lagardere Sports, a giant of the traditional sports rights and marketing world, has itself been involved in the sector for more than three years.

But what brands and marketers still overlook, says Lagardere director of esports Andrew Flackel, is how much growth remains to be had in esports, especially in Southeast Asia. Despite esports already being a multibillion-dollar global industry, brands can even today still get...

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