The latest to join the esports world is Twitter, which "inked a deal" with Riot Games Oceania to livestream the inaugural League of Legends: League of Origin tournament globally on Twitter and connected devices. The esports ad industry, worth $280M in '16, will "breach the billion mark" by '21, which "makes it an ideal platform for others to invest in" (THE DRUM, 6/1).
Eurosport extended its partnership with software and solutions provider CA Technologies, which will support the delivery of the new Home of Cycling Series campaign. The Home of Cycling Series consists of three individual, month-long competitions for cyclists of all levels. CA Technologies will partner with Eurosport for the first of these competitions (Eurosport).
Lucozade Sport launched a new health app for its Made to Move campaign, "helping increase engagement with consumers and yeilding a potentially valuable stream of data on them." The new app will "offer hundreds of daily and weekly prizes" as part of the Made to Move campaign’s attempts to encourage one million people in the U.K. to exercise more. Mirroring the Fitbit model, the app works on a step-based system in which users are automatically entered into a daily draw for every 5,000 steps taken (THE DRUM, 6/1).
