Hasta La Creative!

Hordes of gamers gathered in New York City this weekend for a professional tournament that offered further proof that e-sports, or electronic sports, which have strong followings in Asia and Europe, are taking off in the U.S.

Over the past year and a half, major marketers including Coca-Cola and P&G have been courting the space, which is still relatively untapped by non-endemic brands. But what is it really like at these events? And how can advertisers tap into them? Advertising Age embedded itself at the North American League of Legends Championship Series to find out.

Four teams faced off on Saturday and Sunday in two best-out-of-five series of League of Legends, a multiplayer online battlefield arena in which groups of five pit champions of their choosing against one another while simultaneously battling dragons and armed turrets to destroy an enemy base.

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