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Karsten Schonauer
Creative Director
Insights / 3 Min.
In a world where the lines between reality and the virtual are blurred, one industry stands at the forefront of this digital revolution: esports. And in the heart of this rapidly growing world, one factor is increasingly being recognized as crucial – brand partnerships.
Gamers prefer fast food and online food delivery because it offers speed, convenience, and minimal disruption to their gameplay. Quick, ready-to-eat meals are a convenient option during extended gaming sessions, particularly when preparing or leaving the setup isn't the best option. Fast food is one of the few accessible options because many gamers play well past regular dining hours, therefore late-night availability is particularly important. Furthermore, companies frequently provide gamers with special offers, meal packages, and even in-game incentives, strengthening the link between fast food and gaming. These meals are a staple during competitive bouts and gaming marathons because of their accessibility, comfort, and familiarity. The need for easy and quick eating options will only increase as esports and gaming culture continue to flourish.
The evolution of fast food brands in esports has grown significantly over the years, as shown in the timeline. Starting with Domino's Pizza in 2016, fast food and delivery services began recognizing the potential of the gaming audience. By 2017 and 2018, major players like McDonald's and KFC joined the scene, followed by the likes of Burger King, Pizza Hut, and Grubhub, expanding the reach of food brands in competitive gaming. As esports boomed, more brands like Subway, Uber Eats, Popeye's, and DoorDash jumped in between 2020 and 2021, leveraging partnerships, sponsorships, and interactive marketing. By 2022 and 2023, brands like more fast food brands continued the trend, showing that the fast food and esports connection is stronger than ever. This progression highlights how food brands are increasingly embedding themselves into gaming culture, tapping into a young, engaged audience that values convenience.
McDonald's became a partner of StarCraft 2 World Championship Series in 2017. Even though the sponsorship was Australia-only, the partnership included naming rights, on-ground activations, content integration, and branding across the event.
Image Credit: Esports Observer
In 2019, Grubhub became the official food delivery partner of ESL Collegiate allowing fans to vote on which food on-stream talent have to eat during a ‘Cast & Chat Chowdown’ segment.
Image Credit: ESL
In 2021, Guild Esports announced a 2-year sponsorship deal with Subway. The multi-million-pound agreement covered 55 EMEA markets. Earlier this year, Subway became Guild's Official Quick-Service Restaurant Partner as well as their Official Academy Partner.
Image Credit: Subway
The intersection of fast food, restaurant chains, and delivery services with the esports industry illustrates a mutually beneficial partnership. As the esports world continues to evolve, these brands are not just sponsors but active contributors to the community's growth and success. Their ability to adapt to the changing preferences of the gaming audience underscores their significance in the digital revolution. Fast food and esports have joined forces, creating a satisfying alliance that feeds the appetite for both gaming and gastronomy.
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