Fortnite’s World Cup Final saw gamers from around the world battle it out for a share of $30 million in prize money. The high-profile event exemplified how gaming has evolved from a niche hobby into a legitimate profession with an invested audience, giving brands a chance to get in on the action.

Female-first dating site Bumble has enlisted the help of Tennis ace Serena Williams in a brand campaign. Bumble deemed Williams to be the perfect candidate to boost the site's women-first credentials and will speak to those who want a brand ambassador embody that brand, above all else.

Boasting over 45 million players and the Twitch record for most live viewers on a stream, third-person shooter Fortnite Battle Royale has taken the gaming world by storm. But given that it uses a free-to-play model, how is it avoiding the controversy that often surrounds in-game microtransactions?

Predominantly found on TikTok, e-girls are redefining what it means to be a female gamer, tackling the prejudice this community faces with weird, self-aware, and ironic humor. How exactly did this subculture arise, and what can these girls teach brands about Gen Z’s favorite new social platform?