TNL eSports Brand Tracker 023: Universal Pictures and Faceit

TNL ESPORTS BRAND TRACKER 023: Universal Pictures and Faceit

TNL eSports Brand Tracker 023: Universal Pictures (Photo: Faceit)

TNL Take: While looking into the recent Comcast eSports investment, I came across this dual sponsored Hearthstone tournament on Faceit with Warcraft, a Universal Pictures movie.

As I've said previously, Hearthstone is very similar to Poker, it may not seem exciting, but for those that follow the game, it draws solid viewership and more importantly:

It's Brand safe.

This is also the 2nd Entertainment investment after Sony Pictures and E LEAGUE.

TNL eSports Brand Tracker 010: Soylent and eSports Arena

TNL ESPORTS BRAND TRACKER 010: Soylent and eSports Arena

(Photo: eSports Arena)

TNL Take:  I always love seeing new, innovative brands take the leap into eSports.

If you haven’t heard of Soylent, it’s basically a drink that replicates a nutritious meal at about $3 each. You can see why this audience would be perfect for Soylent: Quick, cheap and gets you full so you can keep gaming.

There was no info on this, so I don’t have the details on the overall partnership with eSports Arena, but Soylent did tell me that “eSports is a segment we’re interested in”. In addition to being mentioned on eSports Arena’s Twitter, the most prominent features were product placement on the Analyst desk and In Game logo.

(Photo: The Next Level)

This is not Soylent’s first venture into eSports — last year they sponsored the ESL ESEA Pro League and ESL One Event at Madison Square Garden.

Looking forward to seeing them do more this year.

TNL eSports Brand Tracker 011: Dolby and eSports Arena

TNL ESPORTS BRAND TRACKER 011: Dolby and eSports Arena

(Photo: eSports Arena)

TNL Take: More new Brands make their first foray into eSports and this time it's Dolby sponsoring a $10,000 Overwatch Tournament at the eSports Arena in Orange County.

Few things to note:


  • For Overwatch to get a Brand partner just days after launch shows the massive potential for this game. I believe Overwatch will be big in 2017 and another eSports franchise for Activision-Blizzard.


  • Dolby’s Headphone technology is integrated into many gaming headsets; most notably Astro and Turtle Beach which have long supported eSports. This opens the opportunity for mainstream brands like Beats, Bose, Shure, Skullcandy, Sony, and JVC to also target this audience.


Sennheiser has been very active in the space and previously sponsored the ESL Guild Wars Pro Leagueteam sponsorships starting in 2007, and current top teams G2Alliance, and mousespots.

Monster has also announced a partnership with the original eSports pro Fatal1ty.

TNL eSports Brand Tracker 018: Coca-Cola and Overwatch

TNL ESPORTS BRAND TRACKER 018: Coca-Cola and Overwatch

(Photo: Coca-Cola)

TNL Take: Overwatch lands another launch promotion.

Coca-Cola and Blizzard Entertainment are teaming up with movie theaters across North America and Europe for fans to watch a collection of Overwatch content on the big screen: Overwatch cinematics, animated shorts, and hero trailers.

Attendees will also get a behind-the-scenes look at the heroes and lore of the Overwatch universe and what eSports fans love the most:

Free swag.

Great use of Branded Content and perfect fit with Overwatch's Loot Boxes as well: