Mike Snider

USA TODAY

Bud Light is bringing its backing to the growing arena of eSports.

Beginning next week, and continuing over the next six months, the No. 1 beer in the U.S. will crack open its first forays supporting competitive video game athletes.

At the upcoming DreamHack Austin competitive gaming event, which runs May 6 to 8, Bud Light will announce a list of top competitors in several of the most popular games (Counter Strike: Global Offensive, Dota 2, Hearthstone: Heroes of Warcraft and Heroes of the Storm).

Between May 7 and June 4, eSports fans can vote for their favorites and the top five will be announced as the Bud Light All-Stars at the Electronic Entertainment Expo in Los Angeles June 14. Those winners will be featured in special online game content on streaming video service Twitch and a behind-the-scenes eSports series on video game network Machinima. Then in October at TwitchCon (Sept. 30-Oct. 2 in San Diego), the Bud Light All-Stars will compete in a three-round elimination tournament.

"This is such an exciting area for us," said Jesse Wofford, Bud Light's digital sports marketing manager. "The growth in (eSports) is huge and this is really the right time for us to get in. We have identified it as a great space because, similar to how we identify in the NFL with fans, eSports fans have that same passion."



More than 134 million watch eSports -- organized video game competitions and league action -- and the market is valued at $747 million, according to research firm SuperData. The eSports market is expected to more than double to $1.9 billion in three years, it estimates.

The growing fan base, which ties into overall consumer interest in video games, has led to increased attention from advertisers. A vast majority of eSports fans fall within the coveted millennial market. More than two-thirds (68%) of those under the age of 35 having watched a competitive video game, according to a recent survey conducted by PricewaterhouseCoopers.

"With competitive gaming seeing rapid, triple-digit growth, opportunities abound—and companies industry-wide are taking notice. Agencies, advertisers, live event companies and sporting venues are just some of the businesses aligning with eSports," wrote PwC's Deborah Bothun and Matthew Lieberman in a recent report. "The appeal to investors surpasses the game itself, relying heavily on the passionate audience who’s watching. Not only is this age bracket appealing, but it’s become harder and harder to reach millennials on traditional platforms like linear television. Moreover, TV viewers can sometimes be passive; eSports viewers tend to be highly engaged."

Big players enter $747M 'eSports' market

The invested and engaged fans led Bud Light to get involved with eSports, says Bud Light vice president Alex Lambrecht. "We are a brand that connects with fans across sports and we’re always looking forward to those new opportunities that will help us to engage and connect with consumers going forward," he said.

"This is an ongoing program. It speaks to the DNA of the community and how the community is engaging with each other," Lambrecht said. "There's a lot of learning from other sports arenas but it's very important that we make it very authentic to eSports."

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