Amazon Places Bet on E-Sports Sponsorship

Following up on its recent $1 billion acquisition of streaming gaming platform, Twitch, Amazon this week announced that it will acquire GoodGame, which describes itself as "the world’s first full-service agency dedicated to the e-sports and live video game broadcasting communities." GoodGame will help monetize the 60 million active viewers that watch live streamed e-sports games on Twitch every month.

“GoodGame has an amazing reputation in the industry for its expertise in both sponsorship sales and talent support. Their passion for helping content creators and pro players achieve success has elevated the entire industry in the minds of brands worldwide,” said Kevin Lin, COO of Twitch. “GoodGame was a natural fit for Twitch because of our shared experience in creating compelling monetization opportunities for content partners and helping sponsors get the most out of their investments.

The move by Amazon is yet another signal of the growing business of e-sports, which now includes serious sponsorship money, major broadcasters and even, college scholarships.