Global brands are dipping a toe into the surreal world of fantasy gaming. The trend shows the need for new tactics to reach young consumers. Anheuser-Busch InBev, the world’s biggest brewer, is the latest company to partner with a competitive video gaming event. Bud Light said last week it will be the official beer sponsor of the Overwatch League, a game where teams of armed, animated characters fight opponents for $5 million in prize money. Two months ago, sportswear giant Nike inked a four-year deal to supply kit for professional...

Source: Wall Street Journal May 01, 2019 09:11 UTC