With great brands come great responsibilities - and expanded awareness. Coca Cola, BMW, Spotify, CISCO, Louis Vuitton... you name it, they're probably here.

As the industry becomes dominated by non-endemic and diverse titan brands, the competition intensifies, and the audience widens evermore.

For some, this means stepping heavily out of their comfort zone and finding tools to best embrace the culture of a new, emerging audience. And, for esports entities, it means considering how to make the most of newfound growth. We find out - from key players in the game - the processes behind positioning in and taking advantage of this market.