Over the years, a number of collaborative gaming events and video game partnerships have been launched to appeal to players, and they are only becoming more common thanks to the rise in eSports.
Alongside big-name brands like Burger King, Gillette and Coca-Cola, other start-ups like Casper are getting into the world of eSports marketing. The mattress brand launched a partnership with professional eSports organization Fnatic based on the fact that gamers and eSports professionals in particular should be well-rested to boost their concentration the next day.
The partnership between Fnatic and Casper was celebrated with a party that invited the public to try gaming in one of Casper's comfortable mattresses rather than a chair. As an extension of this initiative, a permanent bedroom filled with Casper products has been added to Fnatic’s London office space, encouraging players to take advantage of the space to rest between tournaments.