In the beginning of July, reports surfaced that Twitter was in talks with Turner Broadcasting for the live-streaming rights of some of its eSports content. Now, Twitter announced that it has struck a partnership deal with Turner to live broadcast the semi-final and final games of ELEAGUE’s tournament for Counter-Strike: Global Offensive this weekend, marking the first time Twitter has branched out into the eSports territory that is typically dominated by Twitch.
What Brands Need To Do
ELEAGUE is a professional eSports league co-owned by Turner Broadcasting and talent agency WME/IMG that started this May. Its broadcast on Turner-owned TBS scored 509,000 total viewers during its first primetime telecast and has since consistently brought in a new audience to Turner network throughout its first season. Now by inking a deal with Twitter, Turner is looking to further extend the reach of its eSports content.
In the past few years, the competitive gaming industry, which attracts a massive audience and generates billions of dollars, has quickly grown into a media opportunity that brands should not ignore. Some early-adopting brands, such as Coca-Cola and Geico, have been sponsoring eSports events to reach its young, male-skewing audience. More brands should consider leveraging the massive reach of eSports events to reach consumers via sponsorships or, in this case, Twitter ads.