Speedrunning is an unconventional esport – one that sees winners decided not by points or kills, but by the clock alone. How has this simple concept captivated millions of gamers across the world? And why is it important for brands to understand niche gaming communities?

Armchair sports fans have long shouted at their screens thinking they know which plays, players, and moves should be used. Fan Controlled Football gives fans the power to make those calls. Streamed live on Twitch, FCF is an interactive experience where users have a direct impact on their team.

A subscription-based platform catering to those interested in women’s sport, Glorious is exploring all aspects of female athleticism, with a high production value and content that spans niche and popular interests. It’s tapping into a seldom-served part of the market: lovers of women’s sport.

Esports organization FaZe Clan is partnering with mobile streaming service Quibi to launch FaZe Up, a reality TV show that's looking to find competitive gaming stars. It's specifically targeting Gen Z's viewing and leisure habits, engaging a young audience through interactive entertainment.