Do we need to rethink sponsoring and brand safety in Esports?

Hardly any other industry is growing faster than Esports. Once clichéd as pale nerds, the professional gamers have now become real idols of millions of international fans with billions of clicks on various web portals. Even though the gaming industry is becoming increasingly professionalised and, above all, monetised (according to the EU Commission, worth 17 billion euros¹ in Europe alone), it is still in a state of flux.