Media Buying Briefing: Can agencies help brands expand gaming and esports as women’s sports shine?

Despite the growing number of women and girls in gaming, many face challenges competing in esports. But media agencies are hoping to change that while also driving more gaming content and entertainment.

Stagwell’s business-focused agency Gale and its client MilkPEP are launching a “Fortnite” tournament for women to increase participation and pay equity, Digiday has learned. The tournament — the Milk Cup — comes with a $250,000 prize, the largest in a tournament for women in North America, and includes a broader campaign featuring Twitch broadcasting, social content and forums via Discord, live discussions, and influencer collaborations.

This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.