The European Gaming League is the latest eSports organiser to team up with a communications and ad agency in an effort to take the fledgling business mainstream.
EGL has announced that advertising and communications agency Bartle Bogle Hegarty (BBH) has taken shares in the business.
It follows news that event organiser Gfinity has recruited sports marketing agency Pitch International and PR firm Threepipe to help bolster both its business and the eSports sector as a whole.
BBH is focused on advertising, and aims to turn EGL into a global name in eSports.
“We are excited to be partners with EGL. We want to be a big part of the future of eSports,” said BBH managing partner Adam Arnold. “With BBH’s creativity and backing, EGL can take competitive gaming to an even wider audience - and share the adrenaline with amateur and casual gamers too”.