Honda has become the exclusive car sponsor for the Riot Games League of Legends Championship Series, as well as sponsoring Team Liquid. With esports rapidly rising in popularity, Honda’s early adoption of the media is part of a bid to reach younger customers in their natural habitat.

Best known for its vibrant settings and gratuitous violence, Grand Theft Auto V has been given a new lease on life online. A single mod has turned it into a community-led RPG that has as many spectators as it does players, demonstrating how open gaming worlds can foster large-scale collaboration.

Gillette is the latest brand to tap into the e-sports market, courtesy of its new tie-up with Twitch, to form the Gillette Gaming Alliance. With brands looking to align themselves with disruptive culture, the shaving giant has made the pivot into this emerging but lucrative industry.

Capcom has launched an interactive YouTube ad for the remake of horror game Resident Evil 2. As digital advertising and storytelling become increasingly sophisticated, people are seeking the ability to drive narratives themselves.