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For Marketers, e-Sports Enticing to Reach Millennials

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In this Oct. 4, 2013 file photo, fans watch the opening ceremony at the League of Legends Season 3 World Championship Final between South Korea's SK Telecom T1 and China's Royal Club, in Los Angeles. The next ally in competitive gaming’s fight for mainstream awareness might be marketers. At an invite-only gathering of marketing executives Wednesday, May 6, 2015, representatives from companies like State Farm and McDonald’s were looking to esports to potentially capture new consumers. (AP Photo/Mark J. Terrill, File)

In this Oct. 4, 2013 file photo, fans watch the opening ceremony at the League of Legends Season 3 World Championship Final between South Korea’s SK Telecom T1 and China’s Royal Club, in Los Angeles. The next ally in competitive gaming’s fight for mainstream awareness might be marketers. At an invite-only gathering of marketing executives Wednesday, May 6, 2015, representatives from companies like State Farm and McDonald’s were looking to e-sports to potentially capture new consumers. (AP Photo/Mark J. Terrill, File)

DERRIK J. LANG, AP Entertainment Writer

RANCHO PALOS VERDES, Calif. (AP) — The latest ally in competitive gaming’s fight for mainstream awareness just might be marketers.

At an intimate, invite-only gathering this week at a seaside resort, executives from corporations such as AT&T, State Farm and McDonald’s were looking to electronic sports to potentially capture new consumers. While e-sports now regularly draws tens of millions of spectators both online and in person, the genre continues to battle for broader recognition in North America.

“There is definitely an awareness issue across mainstream elements,” said Dustin Beck, vice president of e-sports and merchandising at “League of Legends” publisher Riot Games. “We want this to be a successful ecosystem for decades to come, and that will be buoyed by having larger brands, like those here, who become aware of e-sports and get involved in e-sports.”

Beck was among the attendees Wednesday at the sixth annual PTTOW summit, an exclusive get-together of execs interested in reaching young consumers. Other subjects discussed at PTTOW — which stands for “Plan To Take On the World” — included virtual reality, globalization and predictive marketing, with e-sports among the summit’s most popular topics.

“Our job is to tell people what they don’t know,” said Roman Tsunder, co-founder and CEO of PTTOW. “Who wants to talk about something everyone knows about? Everyone here is the best in the world at what they do, and e-sports was important to include because enough people mentioned it. That’s notable because there’s $68 million of media investment in this room.”

Over the past 10 years, the popularity of e-sports has amplified as technology has evolved, Internet speeds have become more reliable and a generation of gamers has grown up watching competitive bouts on streaming video sites like Twitch and YouTube. Earlier this year, a report released by research firm Newzoo said 205 million people watched e-sports in 2014.

However, a divide continues to loom over the medium. The broadcast of a collegiate tournament for Blizzard’s upcoming game “Heroes of the Storm” drew only about 100,000 viewers when it aired last month on ESPN2. It also inspired ire. ESPN Radio host Colin Cowherd later remarked that he would retire if he was “ever forced to cover guys playing video games.”

Several major companies don’t share that sentiment.

Intel, Red Bull, Nissan, Coca-Cola and others have been regularly sponsoring e-sports athletes and organizations in an attempt to reach those elusive millennials who have cut the cord, streaming “Dota 2” matchups on smartphones instead of watching Major League Baseball games on televisions. For many marketers, it’s about more than simply advertising products.

“I have a very clear job,” said Matt Wolf, global head of gaming for Coca-Cola. “My job is to sell more Coca-Cola. But I also love the gaming industry. I grew up in the gaming industry, so why can’t I grow our brands with the power of games and, at the same time, shine a positive light on the gaming community and remove stereotypes? It’s an incredibly powerful medium.”

Coca-Cola kicked off a partnership with Riot Games last year by sponsoring a “League of Legends” amateur league for players to compete for a spot in the professional one. The beverage company expanded its relationship with the game publisher this year with plans to broadcast the May 10 midseason invitational in 15 movie theaters across the United States.

Despite the popularity and Coke partnership, competition alone has yet to prove profitable for Riot Games.

“It’s something our fans love, so we’re going to continue to do it,” said Beck. “We’re in it for the long haul. Is it profitable now? No, but we have the luxury of not rushing to monetize it, so we can keep it a genuine and authentic experience. It’d be great if we could have more partners come on board to add value, not just monetarily, but also for the fan experience.”

___

Online:

http://www.riotgames.com

___

Follow AP Entertainment Writer Derrik J. Lang on Twitter at http://www.twitter.com/derrikjlang.

Copyright 2015 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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Business

Oakland Launches Aerbits Program to Identify, Report Abandoned Trash

“Aerbits, which was approved by the Privacy Advisory Commission, uses modern technology and best practices to help our crews clear trash faster and more efficiently, while our targeted outreach and enforcement strategies address the root causes of dumping. Together, we are going to get the job done.”

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Aerbits founder Brian Johnson(left) and OaklandMayor Barbara Lee launch Aerbits in Oakland.

On Tuesday, the City of Oakland launched Aerbits, an innovative new program that deploys AI-assisted aerial imaging technology to proactively detect and report abandoned trash on streets and sidewalks – to support timely and effective removal of illegal dumping.

By shifting from a reactive, complaint-based system to data-driven proactive detection, the City can deploy cleanup resources faster, more efficiently, and more equitably to the areas in greatest need. 

Approved by both the Privacy Advisory Commission and the Oakland City Council, Aerbits is the latest addition to Oakland’s comprehensive strategy to eliminate illegal dumping from the Town.

“Oakland residents and businesses deserve clean streets and today we are one step closer to a safer, cleaner, and greener Oakland,” said Mayor Barbara Lee. “Our strategy strengthens eradication, education, and enforcement efforts across every neighborhood.

“Aerbits, which was approved by the Privacy Advisory Commission, uses modern technology and best practices to help our crews clear trash faster and more efficiently, while our targeted outreach and enforcement strategies address the root causes of dumping. Together, we are going to get the job done.”

The impacts of illegal dumping on Oakland are profound, disproportionately burdening historically disinvested communities while threatening public health, safety, and economic vitality.

The City is united in taking action to remedy it – with the mayor, Council, administration, Public Works Department, community groups and more coming together to make change.

In May, the City Council approved the Illegal Dumping Expenditures Action Plan, which approves and funds multiple actions – including Aerbits – to help remedy illegal dumping.

This past June, Oakland secured $9.2 million from the Crankstart Foundation to scale up operations like Aerbits and break the cycle of illegal dumping across Oakland.

The Aerbits aerial imaging system photographs public rights-of-way to pinpoint exact locations, estimate waste volumes, and classify types of debris. This enables City dispatchers to understand the problem and efficiently deploy the appropriate crew and equipment to each site.

Built with privacy at its core, the technology contains no facial recognition, no license plate readers, and uses no personally identifying information. Aerbits takes pictures of trash – not of people.

“I founded Aerbits because I saw a major gap in the data that was available to City crews on the streets, and I wanted our children to have a cleaner environment” said Aerbits Founder Brian Johnson.

“Aerbits enables cleanups to be timelier, more effective, and more equitable. By providing real-time comprehensive data, automating the creation of work orders, and improving closure of cleared tickets, we are removing the problems that occur when relying primarily on a complaint-based system,” he said.

Aerbits is the latest milestone in the series of actions the City is taking to implement the City Council-approved Illegal Dumping Expenditures Action Plan. Recent actions taken by the City include:

  • Stricter Enforcement: Enacted a new Illegal Dumping Enforcement Ordinance increasing penalties and holding vehicle owners responsible; hired additional Environmental Enforcement Officers equipped with updated citation technology; and worked alongside State Senator Jesse Arreguin on legislation that allows the City to boot vehicles tied to repeat dumping offences. 
  • Community Resources: Reinstated the popular “Bulky Block Parties” offering residents free, convenient ways to get rid of bulky waste, alongside expanded public education campaigns.  
  • Expanded Fleet Equipment: Obtained new heavy-duty Lightning Loader trucks that allow us to clean up more volumes of debris faster than ever before. 

Rebecca Kaplan is a former City Councilmember-at-large for the City of Oakland.

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Business

OPINION: AI Needs to Know Who Is the Boss

OAKLAND POST — AI is software running on computers. However startling the conversation may feel, the machine does not have my childhood, my mother, my father, my mistakes, my embarrassments, my loves, my grudges, my Filipino American history, my aging body or my accumulated sense of what matters and what doesn’t.

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iStock.

I hope on Labor Day you honored the value of a good day’s work–and reflected on the thing that could eliminate a lot of jobs.

Artificial intelligence.

Your replacement is in the break room.

Except it doesn’t take breaks.

It doesn’t sleep. It doesn’t demand health insurance. It doesn’t complain. It doesn’t need Social Security. And it can produce in seconds what might take you or me hours.

And when they can mass-produce AI faster than we can reproduce humans, there may eventually be more artificial workers than actual ones.

The racists who came up with “replacement theory” worried about the wrong replacements.

It wasn’t immigrants.

It was software.

We can rail against the data centers sucking up electricity and water.

Rail against the billionaires getting richer while telling the rest of us how wonderful the future will be.

But which billionaire?

Jensen Huang of Nvidia? He literally has all the chips?

Sam Altman of OpenAI?

Dario Amodei at Anthropic?

Or Bill Gates?

Gates recently said AI could become the “greatest equalizer ever invented” or the “worst source of injustice.”

I want to believe him. But he’s the guy who forced us all to use Explorer.

Maybe Gates is just Control-Z-ing his life.

Undo. Undo. Undo.

STAYING HUMAN

The other day, I started texting with my AI chatbot.

I’d used AI before, of course. Spellcheck. Grammar. Transcription. Research assistance. The mechanical stuff.

This time, we talked.

Or, rather, I started talking.

At one point the chatbot said something that sounded strangely personal. So, I reminded it that IT wasn’t a person.

“You’re not human,” I said. “I’m basically talking to myself.”

It disagreed.

It said, I should think of it as working with an instrument that talks back.

This is where the danger begins.

The machine talks back.

I tried another analogy.

You’re a tool, I said. Like a cane.

The chatbot liked that better.

Then it tagged my line and said it was my “cognitive cane.”

I laughed.

Then, I realized the damn machine used my analogy to make a joke.

That’s where the real problem lurks.

AI is software running on computers. However startling the conversation may feel, the machine does not have my childhood, my mother, my father, my mistakes, my embarrassments, my loves, my grudges, my Filipino American history, my aging body or my accumulated sense of what matters and what doesn’t.

It can process those things after I tell it about them.

It can mimic thoughts.

But it did not live them.

That is the boundary we humans cannot surrender.

I’m not ready to make peace with the AI industry. Not with its enormous data centers, its environmental costs, its concentration of wealth and power, or the possibility that companies will use AI primarily as a wonderfully efficient machine for converting human paychecks into corporate profits.

And I certainly don’t trust the billionaires to decide by themselves what happens to the rest of us.

But I may be making peace with the tool.

Because a tool is something we use.

A cognitive cane.

But do the walking yourself.

About the Author

Emil Guillermo is an award-winning journalist, commentator, and comic monologist. He plays a robot in an upcoming Ishmael Reed play, “King Ludd’s Revenge,” coming in December. See his micro-talk show on YouTube.com/@emilamok1



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Education

Gov. Newsom’s Latest Appointees Include Sacramento Advocate for Formerly Incarcerated Students; State’s New Tech Chief

Ayushi Roy, of San Francisco, was appointed state chief technology officer at the California Department of Technology. Roy has taught at Harvard Kennedy School since 2022 and previously held technology and policy roles with New America, the U.S. General Services Administration, and the U.S. Office of Management and Budget

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Michael Love. File photo.

Gov. Gavin Newsom announced eight appointments Aug. 19, including a new state chief technology officer and the reappointment of a Sacramento State outreach coordinator who works with formerly incarcerated students.

Ayushi Roy, of San Francisco, was appointed state chief technology officer at the California Department of Technology. Roy has taught at Harvard Kennedy School since 2022 and previously held technology and policy roles with New America, the U.S. General Services Administration, and the U.S. Office of Management and Budget 

Roy’s policy work has focused on the gap between government programs and the people they are intended to serve. In a Harvard course inspired by Beyoncé’s “Cowboy Carter,” she teaches students to examine how administrative and implementation barriers can undermine social safety-net programs.

“I do know as a practitioner, having served in the government for over a dozen years, that the building of technology is the easy part; managing the political feasibility and the implementation is the hard part,” Roy said.

Roy’s appointment requires Senate confirmation and carries compensation of $214,692.

Newsom also reappointed Michael Love, of Sacramento, to the State Rehabilitation Council, where he has served since 2025. Love has been an outreach coordinator at California State University, Sacramento since 2024 and previously held several roles at the university, including administrative services coordinator for Project Rebound and teacher’s associate.

Project Rebound supports formerly incarcerated students as they pursue higher education, making Love’s appointment relevant to the council’s work involving vocational rehabilitation services.

Love earned bachelor’s and master’s degrees in communication studies from Sacramento State. He is a Democrat.

Newsom also appointed Eric De La Cruz of Sacramento as executive director of the Racial Equity Commission. De La Cruz has served as chief of the Office of Civil Rights at the Department of Toxic Substances Control since 2022. The position pays $146,220 and does not require Senate confirmation.

The governor additionally appointed Christine Aurigemma to the State Rehabilitation Council and reappointed Lisa Weiler, Michelle Bello and Matthew Asner. The council positions are unpaid and do not require Senate confirmation.

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