Merch Mode: Activated In the digital world of esports and gaming, promo creates tangible connections. By Audrey Sellers ESPORTS AND GAMING aren’t just entertainment – they’re big business. The global gaming industry generates $184 billion annually, more than movies ($33.9 billion) and music ($28.6 billion) combined. Within this industry, esports is one of the fastestgrowing segments, on track to reach hundreds of millions of people this year, both occasional viewers and dedicated fans. In many ways, esports mirrors traditional sports like football or basketball. You get regular games to keep fans engaged, playoffs that crank up the intensity and championship events with all the hype of the Super Bowl. Only instead of the action unfolding on a field or court, it plays out on a digital stage. Short for “electronic sports,” esports refers to competitive video gaming where players and teams face off in organized matches watched by live audiences and millions of online viewers. It includes everything from sponsorships and streaming platforms to ticket sales and merchandise. Fueled by digital-native fans, esports has surged into the spotlight as a powerhouse in entertainment. Global esports revenue is projected to reach nearly $5 billion this year, with most revenue generated within the United States. ViDI Studio / Cheer Group / ShutterStock.com 52 • NOVEMBER 2025 • PPAI Must Read |
RkJQdWJsaXNoZXIy NzU4OQ==