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Esports. The Rise of a New Generation of Sports Fans

Keynote Presentations
Nov 14, 2019 4:00 PM
Hosted By OverActive Media
HQ | 110 Bond St

Today there are more gamers amongst the coveted Gen Z and Millennial generations than traditional sport fans. Gaming has become such an integral part of the lives of this audience that esports now has risen to gain unprecedented popularity.

This talk will debunk common myths associated with gamers and esports fans, dive into understanding the fandom behind esports, showcase the opportunity for marketers as well as pitfalls when looking to connect with this growingly hard to reach and hard to impress young audience.

Mike Armstrong | Vice President, Global Head of Marketing at OverActive Media

Esport marketing executive, ex-Google brand strategist and CPG marketer. Armstrong brings a unique experience to any boardroom, workshop, panel, or stage. He’s seen his campaigns scale to countries worldwide, won numerous industry awards, judged at local and international advertising competitions, and been published by Think with Google.

Armstrong presently leads global marketing of OverActive’s esports teams existing in the world’s top franchise-based leagues: League of Legends Europe, Overwatch League, and the Call of Duty League. His focus now is growing team fandom and propelling the esports industry forward.

Prior to OverActive, Mike was a Brand Strategy Lead for Google where he studied bleeding-edge brand-building efforts globally and engaged with fortune 100 companies on business transformation. While at Google, he was required to have unparalleled expertise working within YouTube and had rigorous workshop facilitation training in an effort to inject and influence creative thinking into everyday situations.

Mike‘s also led sports marketing and innovation groups at CBC/Radio-Canada, has overseen businesses and iconic brands such as Stella Artois and Budweiser, and has built corporate-wide marketing programs while at Kraft Foods.

About OverActive Media:

OAM is an integrated global esports and entertainment company that combines team ownership with audience engagement to better connect with fans, franchise partners and corporate sponsors around the world. OverActive Media owns the Toronto Defiant of the Overwatch League, a League of Legends European Championship series franchise and recently won the rights to a Toronto-based Call of Duty League franchise — making it the world’s first esports organization to own teams in the three biggest franchised leagues. OAM recently fully acquired MediaXP, an esports-specific LIVE events company. It has also acquired two esports giants: Madrid-based, MAD Lions E.C., and Rochester-based, Splyce Inc.