«For a brand, this represents a real opportunity to associate its image with positive and unifying values, all the while benefiting from all the advantages the sector compared to more traditional channels such as TV, radio, press, etc.» Actif’s Mag: What operations have you set up recently in e-gaming? Youba Hamatou: Our last two operations were both for the game Free Fire from the publisher Garena, a mobile game very popular in Asia and MENA (Middle East and North Africa) which recently broke the world audience record for a sporting event with 5.4 mil- lion viewers simultaneously for the final of Free Fire World Series 2021. Two operations have been set up. A video clip to announce the partnership between Free Fire and the mythical video game Street Fighter V to the whole MENA zone (17 countries in total). The clip was shot in Morocco and reached 2.5 million views in three days. The 2nd «Golden Ticket» operation led by Garena Free Fire was halfway between the gaming / gastronomy universe and «bene- volence» (winning Golden Tickets). A ten-day project in collabo- ration with four influencers that accumulated more than 15 mil- lion followers. • Comments collected by Philippe Millet • 474 millions de consommateurs d’esport dans le monde en 2020. 577 millions estimés pour 2024. • 2,8 milliardsde gamers dans le monde. • 13,5 millionsde gamers en France en 2020. • 159 milliardsde dollars de CA pour l’industrie du jeu vidéo en 2020 (contre 54 milliards pour le ciné- ma et la musique combinés). • 1 milliardde dollars pour l’industrie de l’esport en 2019. Sources : Statista, France Esports, Green Man Gaming. • 474 million esport consumers worldwide in 2020. 577 million estimated for 2024. • 2.8 billiongamers in the world. • 13.5 milliongamers in France in 2020. • 159 billion dollars in sales for the video game in- dustry in 2020 (compared to 54 billion for the film and music industries combined). • 1 billiondollars for the esport industry in 2019 Sources : Statista, France Esports, Green Man Gaming. #76 trohs nI - ferb nE ASNIBAS - 31 -GAM s’fitcA