Lee Davy continues his birds eye view of the panel activity at the recent eSports Betting Summit held at The Royal Garden Hotel in London, this time, covering how to build a better brand that appeals to eSports fans.

You rise from the pit, head into work via a coffee house, and the boss sits you down to explain that a new sport has turned up out of the blue. Millions of people love it. They spend all of their pocket money betting on virtual knives, guns, and combat gear.

“It’s going to earn over a billion dollars in revenue by the end of 2019.” Says your boss. “I want those customers. Go and get them.”

The first feeling is one of dread; one that fires fear down your throat. And then you bump into Harry Lang, Director of Marketing, for Pinnacle Sports, at an eSports Betting Summit in High Street Kensington, and you start to feel excitement wandering through those veins.