Hosts Erin Patton and Tyler Kern were joined on this episode of Coffee with Creatives by Kedreon Cole and Dom Bookman of XR Sports Group to discuss the growth of esports.

“[Esports] is this really unique mix of sports culture and pop culture,” Cole said. “The difference in 2020 versus 1980 is that now it’s cool…I really think we’re at an exciting time where going forward you’ll see more unique activations.”

They also discussed the value for brands in finding ways to integrate themselves into the gaming landscape. Bookman explained how XR Sports Group is making it easier for companies of all sizes to create communities within the esports ecosystem.

Listen to the full episode of Coffee with Creatives and stay tuned for more insightful episodes coming soon in this series.