Why esports betting company Rivalry uses a chicken mascot to get higher in the pecking order among esports fans

The esports betting company Rivalry is developing original characters and IP to raise its profile among gamers and esports fans. Instead of working directly with esports leagues or teams, Rivalry is using a guerrilla marketing approach to organically insert its mascots into esports broadcasts and live events, increasing engagement and activity around its social accounts and esports betting platform.

Since last year, Rivalry has sent actors dressed up as original character mascots into the stands at major esports events. Its most frequently used character is “the chicken” — a buff, vuvuzela-wielding man dressed in a large chicken costume. 

Since attending recent esports tournaments such as May’s BLAST Paris Major and June’s CBOLAO tournament in Brazil, the chicken has become a popular meme in the esports community. Twitch creators co-streaming the events repeatedly and gleefully called out the chicken, which was then turned into a fan-made in-game sticker in the “Counter-Strike” game and even featured in multiple tweets by the official BLAST account.

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What’s going on with the media and advertising industries at 2023’s midway point

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If you’re feeling a little punch-drunk by all the economic downturn talk through the first six months of 2023 (and really, through the last six-plus months of 2022), you’re not alone. Digiday editors and Digiday Podcast co-hosts Kayleigh Barber and Tim Peterson are feeling it too. 

At the year’s midway mark, the pair compare notes on the state of the media and advertising industries. The discussion ranges from the decline in ad spending to the rise of generative AI, with the duo delving into how the ad sales cycle has changed and to what extent those changes are temporary or permanent.

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