In 1981, Nintendo launched a new video game featuring a giant barrel throwing ape named Donkey Kong, holding a woman named Pauline, hostage. The objective was to navigate a number of levels, dodging the barrels, controlling a character called Jumpman.

For many brands, personalisation of their customer interactions is now a big focus and adapting this to customer experience (CX) has become crucial for their success.

With global audiences of over 500 million, the question facing brands and advertisers has evolved beyond whether they should engage with esports to how they should maximise engagement.