Gaming has experienced exponential growth in recent years, now standing as the largest entertainment industry and one of the most influential sectors globally. With this growth come numerous opportunities for brands to integrate authentically and establish or strengthen relationships with their audiences.

The professionalization of video games — esports — has also brought new possibilities for communication and interaction with a highly engaged audience, primarily composed of young people. This phenomenon has created an ecosystem where organizations can build genuine, high-impact connections by leveraging innovative formats and new digital platforms for their communication efforts.

This course unit introduces the entire gaming ecosystem, its cultural impact, and best practices for developing effective communication strategies in this space, preparing students for a new reality and a constantly evolving market.