With people spending more time at home, they’re turning to entertainment to break the monotony of the everyday and channel their anxiety into something more hands-on. But can escapism really help people feel more empowered? And how do they want brands to speak to them during a pandemic?

People might be stuck inside social distancing, but they’re also harvesting fruit from orange trees, running errands for the local museum, and catching butterflies – virtually, that is. As people spend more time at home, they’re turning to video games like Animal Crossing for some light relief.

Once perceived as an anti-social pursuit, gaming now offers people a way to connect with peers around the world through streaming, forums, and social media. How do these diverse communities go beyond gameplay to support individuals in their search for escapism and creative expression?

Now touted as a multi-billion dollar industry, e-sports has brands queuing up to tap into a highly engaged audience and the players that are capturing their hearts and minds. What transformed a relatively niche entertainment model into a sporting leader?