eSports
Activision Blizzard Media, Alter Agents and Immersion Explore Impact of Advertising on Esports Audiences Compared to Traditional Sports Audiences

New study data compares engagement, emotional impact and performance metrics of viewers aged between 16 and 40
Activision Blizzard Media engaged market research firm Alter Agents and neuroscience experts at Immersion to complete a study on the emotional impact of advertising and sponsorships on esports versus traditional sports viewers. The multi-cell, trimodal research study found that during sponsorship ads, the immersion (measured as the attention and emotional response of the viewer) was more sustained for esports viewers.
“Savvy marketers are learning that esports is a substantial conduit to a young, affluent and valuable audience. To match this savvy, esports platforms need to recognize that the onus is on us to empirically demonstrate the power of this platform and these audiences,” said Jonathan Stringfield, VP, Global Business Marketing, Measurement and Insights, Activision Blizzard Media. “The findings from our immersive biometric study with Alter Agents and Immersion show that ads during esports keep viewer attention, perform higher and boost positive brand perception.”
The research, which was conducted in late 2020, consisted of a survey of esports and traditional sports viewers from 16-40 years old. A series of in-depth respondent interviews to provide context and color to the findings. Emotional response sessions were conducted using Immersion’s distributed and real-time neuroscience platform to reveal advertising’s emotional impact at a physiological level.
Specifically, the data indicated that:
Esports is better at keeping viewer attention during sponsorships ads, resulting in higher performance on critical brand metrics.
Esports viewers are more accepting of advertisements than traditional sports fans, showing a higher immersion score, defined as “attention plus emotional response.”
Brand favorability and brand perception are higher for esports experiences compared to traditional sports.
Esports outperformed traditional sports on key immersion metrics, demonstrating its merit in delivering measurable impact for brands. The findings show that esports is a legitimate and effective advertising media channel, which can reach, engage and positively impact target audiences.
SOURCE Alter Agents
eSports
Fighting Game GOAT Justin Wong Joins BASILISK, Scienceâs Esports Team

BASILISK, the global esports organization built to champion science, announced the signing of legendary fighting game competitor Justin âJwongâ Wong as captain of its newly formed Fighting Game Community (FGC) Division. Wong will lead BASILISKâs entry into the FGC by recruiting players, developing community events, and creating FGC – science crossover content.
âJustin isnât just a competitive genius â he is a cultural icon and humble leader within the FGC. We are incredibly proud to have him leading our FGC division and support the amazing work he already does for the community,â said BASILISK co-founder Christopher Bothur.
A nine-time Evolution Championship Series (Evo) Champion and Guinness World Record holder, Wong brings unparalleled FGC credibility and expertise to BASILISK. His reach extends across the entire FGC fandom of millions, and he was immortalized in Evo Moment #37 which has over 100 million views.
As Captain of BASILISK FGC, Wong will leverage BASILISKâs data analytics to scout and train the next generation of FGC pros.
âMath is super important to fighting games. Iâm excited to join scienceâs esports team. Iâm passionate about finding promising players with a positive mentality and shaping them into the next big thing. I want to see somebody else in the spotlight after me and help them reach their potential. If we can discover the next world champion, that would be fantastic,â said Wong upon joining BASILISK.
The signing comes on the heels of BASILISKâs new partnerships with The Planetary Society and Caltechâs Institute for Quantum Information and Matter (IQIM), announced in July. These collaborations create a powerful bridge between renowned scientific institutions and gamers, which Wong will amplify to his millions of followers and fans.
âJustin is a dream addition to our organization. He exemplifies the dedication and analytical capacity required to be an esports champion or great scientist,â added BASILISK co-founder Hans Kassier.
Wong becomes the second âGOATâ (Greatest of All Time) to join BASILISK, alongside Finnish StarCraft 2 legend Joona âSerralâ Sotala, who just captured the SC2 Esports World Cup Championship in July 2025. The signing also creates opportunities for cross-over content with BASILISKâs diverse roster, including chess Grandmaster Vincent Keymer and award-winning science communicator Kyle Hill, who brings over 2.5 million followers and a vast network of science enthusiasts to the organization.
eSports
Fighting Game GOAT Justin Wong Joins BASILISK, Scienceâs Esports Team

Nine-time Evo Champion and Guinness World Record Holder Brings Legendary Status to Captain New Team, Recruit Talent, and Advance Scienceâs Role in Competitive Gaming
BASILISK, the global esports organization built to champion science, today announced the signing of legendary fighting game competitor Justin âJWongâ Wong as captain of its newly formed Fighting Game Community (FGC) Division. Wong will lead BASILISKâs entry into the FGC by recruiting players, developing community events, and creating FGC – science crossover content.
âJustin isnât just a competitive genius â he is a cultural icon and humble leader within the FGC,â said BASILISK co-founder Christopher Bothur. âWe are incredibly proud to have him leading our FGC division and support the amazing work he already does for the community.â
A nine-time Evolution Championship Series (Evo) Champion and Guinness World Record holder, Wong brings unparalleled FGC credibility and expertise to BASILISK. His reach extends across the entire FGC fandom of millions, and he was immortalized in Evo Moment #37 which has over 100 million views.
As Captain of BASILISK FGC, Wong will leverage BASILISKâs data analytics to scout and train the next generation of FGC pros.
âMath is super important to fighting games. Iâm excited to join scienceâs esports team,â said Wong upon joining BASILISK. âI’m passionate about finding promising players with a positive mentality and shaping them into the next big thing. I want to see somebody else in the spotlight after me and help them reach their potential. If we can discover the next world champion, that would be fantastic.â
The signing comes on the heels of BASILISKâs new partnerships with The Planetary Society and Caltechâs Institute for Quantum Information and Matter (IQIM), announced in July. These collaborations create a powerful bridge between renowned scientific institutions and gamers, which Wong will amplify to his millions of followers and fans.
âJustin is a dream addition to our organization,â added BASILISK co-founder Hans Kassier. âHe exemplifies the dedication and analytical capacity required to be an esports champion or great scientist.â
Wong becomes the second âGOATâ (Greatest of All Time) to join BASILISK, alongside Finnish StarCraft 2 legend Joona âSerralâ Sotala, who just captured the SC2 Esports World Cup Championship in July 2025. The signing also creates opportunities for cross-over content with BASILISK’s diverse roster, including chess Grandmaster Vincent Keymer and award-winning science communicator Kyle Hill, who brings over 2.5 million followers and a vast network of science enthusiasts to the organization.
Compliance Updates
Oddin.gg Officially Registered with LOTBA as a Supplier in the City of Buenos Aires

Oddin.gg has been officially registered as a supplier by the Lottery of the City of Buenos Aires (LOTBA). This authorization clears the way for Oddin.gg to provide its end-to-end esports betting ecosystemâincluding its Odds Feed, Risk Management, BetBuilder, Widgets, and moreâto licensed operators in the City of Buenos Aires. The milestone reinforces Oddin.ggâs strategic focus on supporting partners across Latin America.
LOTBA, the regulatory authority for online gaming within the Autonomous City of Buenos Aires, is well known for its rigorous compliance and technical standards. While the body manages licensing and enforcement, suppliers must undergo a formal registration process before providing services to local operators. Oddin.ggâs successful registration confirms that it has met all relevant technical, financial, and compliance requirements.
Juana Bischoff, Senior Business Development Manager LATAM at Oddin.gg, said: âBeing officially registered with LOTBA marks an important step in Oddin.ggâs long-term commitment to the Latin American market. Esports is gaining real traction across the region, and we want operators in Buenos Airesâand beyondâto have the tools and insight to deliver a top-tier esports betting experience. Weâre not just bringing leading technologyâweâre bringing the local expertise and regulatory awareness needed to help our partners like Betsson and Jugadon grow.â
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