Learn from an industry leader how the world of gaming and esports has become the most popular activity for GenZ & GenAlpha(6-24 year olds) overtaking social media, listening to music, browsing internet, and even watching tv or movies*. Deep dive into gaming publishers and the most popular games and esports titles along with insights into live streaming (Twitch, Youtube). Discussion on how brands can utilize these mediums to connect with this next generation of consumer.

1. MASTER
CLASS
LOS ANGELES, CA ~ APRIL 12 - 13, 2023
DIGIMARCONWEST.COM | #DigiMarConWest
Ceo Wimmer
PARTNER - HEAD OF REVENUE
RALLY CRY
Gaming & Esports and
the Power to Connect
with GenZ and GenAlpha

2. 2023
2020 | Confidential and Proprietary
GAMING
ESPORTS AND
LIVE STREAMING

3. 1 context
2 landscape
3 opportunities
5 examples
L E T ‘ S P L A Y T O G E T H E R
INTRODUCTION
3
2020 | Confidential and Proprietary

4. 4
Visionary leader
and executive
25+ years experience
Rally Cry - Partner/CRO
GCN(Gaming Community Network) -
Founder/President
CayRay Group - Founder/President
UFC- SVP, Global Marketing Partnerships
Fox Sports - VP, Network Sales
Learfield Sports - VP, National Sales
MASN- VP, General Sales Manager
I N D U S T R Y L E A D E R
CEO WIMMER
ceo.wimmer@rallycry.gg
2020 | Confidential and Proprietary

5. Our mission is to serve the millions of everyday gamers
looking for a more organized way to connect, play, and
compete with each other.
“We believe that video games are a
force for good. They bring us
together, help us grow, and inspire us
to create a more inclusive world.”

6. Mike Morhaime
Cofounder & former
CEO, Blizzard Ent.
Amy Morhaime
Former VP of Esports,
Blizzard Ent.
Kevin Lin
Cofounder & former
COO, Twitch
Marc Merrill
Cofounder & Chairman,
Riot Games

7. TRUSTED BY INDUSTRY LEADERS
We partner with great companies to bring gaming events to their communities.
Scholastic Esports. We work directly with
major organizations in college esports: from
national sports businesses to individual
universities.
Global Partners. We work with
partners to host social and competitive
esports programs that bolster their
communities.
Brand Integrations. We have worked
with major brands to implement
sponsorships across our esports
programs and platform.

8. C
O
N
T
E
X
T

9. Video Gaming
has become the most popular activity for
GenZ (6-24 year olds)
overtaking social media, listening to music,
browsing internet,
and even watching tv or movies*
*Fortune Magazine 4.19.21

10. In annual revenue by 2023
$3.2b
Watch Gaming Content Daily on
Youtube. Double the TV
Audience of the Super Bowl
200M
Source: Esports.net Jan’22 & Dataprot Aug 22
I N 2 0 2 3
10
Esports are projected to have the same viewership levels as the NFL by 2024.
The IOC is adding esports as a category for competition in the Olympic Games
S C A L E

11. Of US Households have a gamer
75%
US Men under age 25 watch streaming Esports
1
Source: McKinsey US Esports Fan Study, 2018 Report
11
R E A C H I N G T H E U N R E A C H A B L E
S
Y O U N G
HOUR/DAY

12. of Esports fans spend most of their
free time around Gaming & Esports
49%
of viewers on Twitch do not
watch television on a weekly
basis
61%
Source: Nielsen Esports Fan Insights, Q2 2018
12
R E A C H I N G T H E U N R E A C H A B L E
S
E N G A G E D

13. Number of hours playing videos
games over consuming TV
( 8.2 hrs/week vs. 4.3hrs/week)
2X
Hours a week watching Gaming
and/or Esports
6.8
Source: Nielsen Esports Fan Insights, Q2 2019
E N G A G E D
13
R E A C H I N G T H E U N R E A C H A B L E
S

14. 14
RIDE THE EXPLOSIVE GROWTH
from pop phenom to mainstream cultural fixture
Fans Command Higher
Purchasing Power
Gaming & Esports fans earn more and
are more likely to be employed than
traditional sports fans
Gaming & Esports
are Becoming a
Societal Norm
71% of fans believe that Gaming &
Esports has become a mainstream
activity in 2022
Exponential Industry
Revenue Growth
Projected annual industry revenue of
$3.2B by 2023
High Watchability
Spectator Sport
40% of fans that watch Gaming & Esports
do not actually play the games they watch
M A I N S T R E A M P O P U L A R I T Y
2020 | Confidential and Proprietary

15. 15
79% of
Audience is <35
Millenials and Gen Z’s cite Gaming &
Esports as 12% more relevant to their
generation than traditional sports
Viewing Reach
500MM+ globally
Twitch streaming service alone has
at least 3M+ concurrent viewers at
any given moment of the day
US Audience
Size 185MM+
Outnumber total audience of the
MLB and NHL; only trails the NFL
Higher Accessibility
Than Traditional Sports
72% of millennials would rather play FiFA
19 than actual soccer
REACHING THE UNREACHABLES
MASSIVE AUDIENCE
R E A C H
2020 | Confidential and Proprietary

16. Source: Magna/SBJ; Nielsen 2018 Esports Survey
16
T H E L A N D S C A P E
FAN BASE AVERAGE AGES

17. L
A
N
D
S
C
A
P
E

18. 18
NO SINGLE SOURCE
FOR ADVERTISERS
TO CONNECT TO GAMING
& ESPORTS COMMUNITIES
C O M P L I C A T E D
1,000’S
OF CHOICES
2020 | Confidential and Proprietary

19. 19
HOW DO
MARKETERS
CONNECT
TO YOUNG ADULTS
UNDER 30?
MILLENNIAL GAMERS ARE THE UNREACHABLES
THEY RARELY
CONSUME
TRADITIONAL
MEDIA
T H E C O N S U M E R
AGES: 13-34
FAVORITE GENRES:
ACTION
SHOOTERS
SPORTS GAMES
FAVORITE GAMES:
FORTNITE
LEAGUE OF LEGENDS
WORLD OF WARCRAFT
GRAND THEFT AUTO
CALL OF DUTY
SUPER SMASH BROS
ROCKET LEAGUE
DOTA2
APEX
OVERWATCH
HEARTHSTONE
CS:GO
RAINBOW SIX
MADDEN NFL
FIFA
T H E D E T A I L S
2020 | Confidential and Proprietary

20. Earn an annual HHI of $75k or higher
(vs. 33% of gen pop)
43% Are college graduates+
(vs. 44% of gen pop)
58%
Source: Mindshare, Esports Fans: What Marketers Should Know, June 2018; Magid 2018; Statista 2018; eMarketer 2018 Report
A F F L U E N T
20
R E A C H I N G T H E U N R E A C H A B L E
S

21. 21
FANS ARE EMBRACING (AND REWARDING)
BRANDS’ PARTICIPATION IN GAMING AND ESPORTS
Think more highly of
brands for
sponsoring their
favorite esports
Are willing to try a
brand if it sponsors an
esports league they
follow
Believe that sponsors
are critical to the
success of esports
R E W A R D I N G
2020 | Confidential and Proprietary
Source: Mindshare, Esports Fans: What Marketers Should Know, June 2018; Magid 2018; Statista 2018; eMarketer 2018 Report

22. O
P
P
O
R
T
U
N
I
T
Y

23. 23
MISSION
MAKE IT SIMPLE FOR
ADVERTISERS TO CONNECT TO
THE GAMING & ESPORTS
COMMUNITY
O P P O R T U N I T Y
Advertisers
● Gaming Sites / Communities
● Content Development
● Pro Teams & Celebrities
● Streamers / Influencers
● Data Targeting
● Events / Tournaments
2020 | Confidential and Proprietary

24. BRIDGING THE GAP BETWEEN TRADITIONAL MEDIA & GAMING
How do advertisers tap into the fan bases/communities of Gaming & Esports AND how do they scale
& manage relationships with top Gaming publishers, Esports Influencers, Esports Teams and
Gaming/Esports Media Groups efficiently and effectively?
How do you provide scale & authentic relevance for advertisers and sponsors.
24
I N I T I A L T H E S I S
2020 | Confidential and Proprietary

25. 25
COMMUNITIES & FAN BASES
Massive Tournaments, Weekly
Tournaments, Professional Leagues
Conventions, Festivals
Sponsorship and Event Activation
Top Games, Gaming Platforms &
Community Sites in Gaming & Esports
Banner Ads, Video, Programmatic,
Sponsorships
EVENTS & TOURNAMENTS
TEAMS & INFLUENCERS
Esports Teams, Players and
Streamers Who Play the Games
and Influence Fans/Consumers
Social Media, Content Creation,
Sponsorship
O P P O R T U N I T Y
2020 | Confidential and Proprietary

26. 26
TOP TIER GAMING & ESPORTS MEDIA SITES & PLATFORMS
2020 | Confidential and Proprietary

27. 27
1. Hottest Games and Esports Leagues
a. League of Legends, Fortnite, Valorant, Call of Duty,
Overwatch, CSGO, DOTA, FIFA, Madden, Smash,
Minecraft, Roblox, Rocket League
2. Daily optimization across these targeted platforms, sites,
and with game publishers needed to achieve ultimate
success
GAME PUBLISHERS HAVE THE ULTIMATE SAY HOW BRANDS USE THEIR IP
YOU WILL NEED THEIR SUPPORT FOR ANY PROGRAM YOU CREATE
2020 | Confidential and Proprietary
G A M E P U B L I S H E R S

28. PROGRAMMATIC
28
A D V E R T I S I N G O P T I O N S
DISPLAY SPONSORSHIP
VIDEO CONTENT & EVENTS
INFLUENCER / STREAMER
2020 | Confidential and Proprietary

29. E
X
A
M
P
L
E
S

31. -TOURNAMENT STRUCTURE & EXECUTION
-BROADCAST PRODUCTION
-TALENT ACQUISITION
-EVENT BRANDING & MARKETING
-CONTRACTS WITH EA, NFL, & PLAYERS/TALENT
W H A T W E D I D
GCN developed and executed
the entire program from the initial
idea to the final live broadcasts
and everything in-between for
Fox Sports, the NFL and EA
Sports.

32. GLOBAL BROADCAST MADDEN
NFL EVENTS ON FOX SPORTS AND
NFL GLOBAL NETWORK TO RAISE
AWARENESS AND MONEY FOR
PEOPLE AFFECTED BY THE
COVID19
T H E B I G I D E A

33. W H O W A S I N V O L V E D
LEGENDS OF THE NFL COMPETING & FOX
SPORTS TALENT BROADCASTING TO
SUPPORT PEOPLE AFFECTED BY COVID19
MICHAEL STRAHAN
TONY GONZALEZ
URBAN MEYER
ERIN ANDREWS
CHRIS MYERS
RACHEL BONNETTA
COUSIN SAL
ROB STONE
MICHAEL VICK
JUJU SMITH SCHUSTER
MATT LEINART
AHMAN GREEN
TJ HOUSHMANDZADEH
ORLANDO SCANDRICK
DERWIN JAMES
ANTONIO CROMARTIE

34. May 22nd May 29th
Primetime
GCN DELIVERD AGAIN FOR FOX SPORTS
TWO 2-HOUR MADDEN TOURNAMENT SPECIALS FOR
FOX SPORTS ONE IN PRIMETIME

36. W H O W A S I N V O L V E D
FOX ESPORTS MADDEN NFL INVITATIONAL 2.0
SUPPORTING FEEDING AMERICA
KYLER MURRAY SHAQ
THOMPSON
KYLE LONG CAM JORDAN
MARQUISE BROWN JOE MIXON JAMAAL CHARLES DJ CHARK JR

37. M A D D E N I N V I T A T I O N A L
2019 | Confidential and Proprietary 37
● FOX Sports reported 918k total TV
viewers on Sunday, 3/29 airings
● FOXSports.com reported over 300k
views of the finals highlight in first 24
hours (Monday, 3/30) & additional
330k on social media

38. We host the official path-to-pro ecosystem for League of Legends in
NA. We were selected based on our previous VALORANT work.
Platform. We built and operate a fan platform to facilitate
competition for players and engage fans.
League Ops. We host 2x leagues spanning Jan - Sept
each year, featuring every LCS academy team.
Broadcast. We produce all official broadcasts, offering
780 hours of broadcast content across 122 broadcast
days each year; over 5M hours watched.
Monetization. We drive monetization for the league
through distribution, sponsorship, and advertising.

39. Rally Cry partners with LEARFIELD, the premier sports rights holder in
college sports, to host the LevelNext Esports National
Championships. Key responsibilities:
Platform. We built and operate a collegiate platform to
facilitate esports competitions across NA universities.
Includes data pipeline for broadcast integration.
National Leagues. We provide turnkey tournament ops
for National Leagues (3/year), incl. tournament ops,
student verification, payments and prize distribution.
Local Tournaments. We operate local esports events for
LEARFIELD colleges across the US (~190 schools), incl.
planning, ops, sponsor fulfillment, & broadcast.

40. Rally Cry hosted the Madden Youth Club Championship, a national
youth esports league open to players between 8-17. The program uses
official NFL marks and is supported by NFL’s 32 clubs.
Platform. We built and operate a platform to facilitate
esports competitions across the NFL’s 32 clubs.
League Structure. We hosted individual tournaments
across 4 divisions (128 qualifiers + 4 championships).
Team Collaboration. We worked with the 32 NFL teams
for team-specific promotion through team social channels.
Safety Features. We implemented parent account
features and designed for safety (incl. COPPA
compliance).

41. Platform. We built & operate a secure, white-label platform, incl.
secure verification. 30k+ verified military players.
League Ops. We operate Air Force Gaming League (DAFGL),
the global intramural esports league covering 12 games per year
across 3 regions (NA/EU/APAC) and 80 bases.
Marketing. We manage press (500M UMV in 2023), internal
promo, branding, social media, video content, & broadcast.
Community. We facilitate the AFG Discord, operate a
volunteer Ambassador program, produce seasonal merchandise,
and cultivate community across bases.
We operate the official esports programs for the US Air Force. We
focus on camaraderie, resilience, and community.

42. Live Event. We hosted a sold-out live event with main stage
content and audience engagement activations.
League Ops. We operated individual qualifiers, an onsite
player combine with pro coaches, and official Halo and
Fortnite Championship tournaments broadcast live.
Marketing. We managed press, event promotion, ticket sales,
branding, social media, video content, & broadcast.
Community. We managed relationships with all 6 service
branches and international military attendees, creating a
military leadership network to support future events.
We hosted the first federally-endorsed esports event, a cross-
branch competition between 6 service branches.

43. 43 2020 | Confidential and Proprietary
Program
Recap

44. 44
❖ 15% AWARENESS among Cox Pano gaming customers for Elite Gamer
❖ 9 MAJOR ESPORTS TOURNAMENTS featuring top
pros/influencers/celebrities
❖ ELITE GAMER INFLUENCER TEAM - 25 gaming influencers
❖ 29MM+ STREAM VIEWS/IMPRESSIONS for Elite Gamer
❖ TOP GAMING INDUSTRY PARTNERSHIPS
➢ Asus/ROG, SCUF, Astro, Respawn, Steel Series, & CWL Florida Mutineers
➢ Activision/Blizzard (Call of Duty & WOW), Microsoft (Minecraft) & Epic Games (Fortnite)
❖ 500+ Hours of live stream content spotlighting Elite Gamer
STATE OF THE UNION

45. 45
● 25 TOTAL ELITE GAMER INFLUENCERS
● 220+ TOTAL STREAMS / 420+ HOURS STREAMED
● .13 CTR; +4x INDUSTRY AVG. CTR OF .03
● 17MM+ STREAMED IMPRESSIONS
INFLUENCER TEAM DETAILS

46. 46
● 9 TOURNAMENTS TOTAL
● CAPTURED THE BIGGEST INFLUENCERS
● MASSIVE REACH - 12M+ VIEWERS
● GIVE BACK TO THE GAMING COMMUNITIES
● 700,000 HOURS WATCHED
● BENEFITED 15 CHARITIES
ESPORTS TOURNAMENTS

47. 47
Endemic Partnerships
○ ASUS/Republic of Gamers - prizing for
tournaments & event sponsorship
○ SCUF Gaming - prizing for tournaments
○ Astro Gaming - prizing for tournaments
○ FL Mutineers/Misfits Gaming - event
partnership & sponsorship
Game Publishers
○ Activision Blizzard - COD Warzone IP rights;
all digital usage, broadcast, clips
○ Epic Games - Fortnite IP rights; all digital
usage, broadcast, clips
ENDEMIC & GAME PUBLISHER PARTNERSHIPS

48. 48
GCN
Network 75+
Top Gaming
& Esports
Sites
2021 PLAN - INFLUENCER/TOURNAMENT CONTENT
USED TO DRIVE ELITE GAMER SIGN UP
Influencer Content
Created
Social
Media
Cox
Promotion
Internally
Elite Gamer
mobile sign up
Content edited into
actionable short clips
GCN pushes conversion clips to
COX customers & potential
customers via zip code targeting &
COX Media Team customer target
data list
COX gaming customers
download Elite Gamer
secure
publisher rights
SIGN UP NOW!
Influencer Content
Journey to Adoption

49. MCDONALDS IMCA REGION ESPORTS TOURNAMENT
The Salt Lake Intermountain Esports Food Fight featuring Fortnite was a 2-day event taking place from Oct 24-25, 2022. Players and McDonald’s
employees from the Intermountain McDonald’s Cooperative Association (Utah, eastern Nevada, and eastern Wyoming) were invited to compete in a
2-day tournament where they had the chance to compete against Utah pro athletes and win McDonald’s Arch Cards
Salt Lake Intermountain Esports Food Fight Recap
Date
Oct 7: Registration Opened, Campaign starts
Oct 24: Open Qualifier & McDonald’s Employee Qualifier
Oct 25: Pro-am Finals Broadcast
Oct 26-31: Promotion pushing VOD of Live Stream
Eligibility
● IMCA Region
● Ages 18+
Prize Pool $500 in McDonald’s Arch Cards for a year
Objective
● Host a Fortnite tournament Salt Lake IMCA region
● Showcase McDonald’s to esports and gaming
fanbase integrating it into the culture

50. COMPETITION OVERVIEW
Players and McDonald’s employees from the Intermountain McDonald’s Cooperative Association (Utah, eastern Nevada, and eastern Wyoming) competed for
the Top 2 spots in their respective qualifiers to compete in the Pro-am finals on Oct 25 against professional athletes from various sports teams in the Utah
area
Branding
● Featured proper Fortnite branding as per
Epic Games guidelines
Date
● Oct 24 (Mon): Open & Employee Qualifier
● Oct 25 (Tues): Pro-am Finals
Eligible Consoles
● All Platforms: PC, Xbox (Old/New Gen),
PlayStation (Old/New Gen)
Format
● Double Elimination Bracket, Best of 1
● Solos, elimination race
Total Participants 265 (Open: 188, Employee: 77)
Salt Lake Intermountain Esports Food Fight Recap

51. PRO-AM BROADCAST OVERVIEW
On Oct 25, the Top 2 players from the Open and Employee Qualifier competed against 4 professional athletes from various Utah sports teams. The competition
was broadcasted on a dedicated Twitch channel where viewers around the world can tune in.
Stream Date Tuesday, Oct 25, 2022
Live Views 158,745
Average Viewers 3,487
Max Viewers 4,569
Unique Viewers 69,691
Minutes Watched 652,073
Stream Duration 3 hours, 7 minutes
Salt Lake Intermountain Esports Food Fight Recap
● 90% of viewership came from inside IMCA Region

52. EMPLOYEE PROMOTION
The Salt Lake Intermountain Esports Food Fight was promoted to employees in-store
with physical posters as well as emails
Emails to Employees.
The event was promoted to
employees through emails
Salt Lake Intermountain Esports Food Fight Recap
Promotional Posters
Posters were printed and put up in
McDonald’s locations in the IMCA
region
Employee Newsletter.
The event was promoted to
employees through newsletter

53. OPEN TOURNAMENT SIGN UP PROMOTION
The Salt Lake Intermountain Esports Food Fight was promoted a targeted media campaign to only the IMCA region. Gamers and Esports fans where
targeted through a proprietary network of the top gaming and esports sites. The campaign featured targeted banner and social media ads promoting
sign up for the open tournament.
Rally Cry Media Network.
Promotional tournament sign up
banner ads ran across the network
of top gaming and esports sites,
targeted to only IMCA DMA’s
Salt Lake Intermountain Esports Food Fight Recap
McDonalds IMCA Social Platforms,
McDonalds IMCA social media
platforms promoted sign up for the
tournament
Social Media Banner Ads.
Social Media Banner Ads across
top gaming and esports sites ran in
IMCA DMA’s

54. T A K E A W A Y S
54
GAMING & ESPORTS REACH THE UNREACHABLES ~ M13-34
A CRITICAL AND INFLUENTIAL CONSUMER GROUP
CREATION OF A STRATEGICALLY DESIGNED PROGRAM ENABLES YOUR BRANDS
ACCESS TO KEY CONSUMERS
LET’S PLAY TOGETHER
2020 | Confidential and Proprietary