Esports marketing studied seriously.
View the program
Built around a specific discipline.
Esports marketing sits at the intersection of game culture, live broadcasting, and brand strategy. It moves fast, and most general marketing curricula don't cover it at the depth practitioners actually need.
GameBetaLab seminars address that gap directly. Sessions examine how brands position themselves around titles like Grand Theft Auto VI, how sponsorship deals are structured in competitive circuits, and how audience behavior shifts when a major release like GTA 6 enters the market.
The format is seminar-based by design. Participants read primary material, discuss case studies with peers, and work through scenarios that don't have clean answers. Since 2020, the platform has delivered structured learning to students across the country through fully online infrastructure.
- Brand architecture in competitive gaming
- Sponsorship mechanics around GTA VI and similar launches
- Audience segmentation and behavioral data
- Content strategy across streaming platforms
- Partnership negotiation and deal structuring
Practitioners who teach from experience.
Each seminar lead has worked directly in esports marketing — not adjacent to it. The curriculum reflects decisions they've had to make in real campaigns.
Brendan Okafor
Lead Curriculum Director
Brendan spent eight years running brand partnerships for mid-tier esports organizations before moving into education. His seminars focus on the gap between what brands expect from esports audiences and what the data actually shows.
He developed the module on marketing around high-profile game launches — including the structural dynamics that titles like GTA 6 and Grand Theft Auto VI create for sponsors entering the space.
Petra Vanhanen
Seminar Facilitator
Petra leads the discussion-format sessions on audience segmentation. She brings research from her time consulting for streaming platforms during major game Grand Theft Auto VI release cycles.
Tomasz Wierzbicki
Sponsorship Track Lead
Tomasz covers deal structure, negotiation frameworks, and how brands enter esports through event partnerships. No portrait — he prefers it that way.
Topic framing
Primary materials
Live discussion
Applied output
Case study: brand entry during the GTA6 launch window
Aliso Viejo,
CA
27101 Aliso Creek Rd #104
Online delivery — nationwide