The practice will work with brands to help them reach young, digital savvy consumers by creating a presence for them across eSports competitions, teams, media and game design. It will combine the agency’s expertise in experiential, digital, creative, and strategy across the gaming space.
According to the agency, the rise of eSports is seeing a shift in brand marketers’ behaviours, as they rethink how and where they should be spending their marketing budget. The gaming world boasts a roster of global tournaments and a following of 205 million across 152 countries, and companies recognise that there is a need to be present in the space.
The new division will be headquartered in the US, with key hubs planned for the Americas, EMEA and Asia Pacific regions.
Cameron Parsons, chief executive of GMR, said: "As millennials continue to trade traditional mediums like television for digital, mobile and social engagement, eSports offers a massive marketing platform authentic to how this consumer audience lives, communicates and pursues their passions.
"GMR’s eSports consulting practice will help brands navigate uncharted opportunities to reach and influence eSports fans, teams, competitors and tournaments."
In August GMR launched an 'ultimate' sports and entertainment apprenticeship for budding event professionals, where one winner will work within the business for 12 months and on events including the Olympic Games in Rio de Janeiro.
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