이승용 이사
Steve Lee

Director of Global Partnerships | Gen.G Esports

Steve Lee is a seasoned expert with 9 years of experience in esports and 8 years in traditional sports marketing. He currently leads global partnerships at Gen.G Esports, one of Korea’s top esports organizations.

Prior to joining Gen.G, Steve oversaw Asia-Pacific esports at Blizzard Entertainment, gaining deep operational insights into the competitive gaming industry. His career also includes roles at the 2015 Presidents Cup (Golf), Kolon Sports Marketing Team, and global sports agency IMG, building a robust foundation in both traditional and digital sports landscapes.

As an author, Steve has written four books including Breaking Down eSports Marketing and Breaking Down Sports Marketing, helping demystify the evolving world of competitive gaming. He holds a Master’s degree in Sports Management from the University of Connecticut and a dual Bachelor’s in English and French Literature from Yonsei University.

eSports Through a Marketer’s Lens: Understanding the Sport of Gen Z

StarCraft, League of Legends, PUBG, Brawl Stars... Whether through your friends, children, or yourself, you’ve likely heard of these games. But the intense, competitive stage of esports still feels like a foreign world to many. For Gen Z, Gen Alpha, and even younger audiences, gaming is not just a hobby — it’s part of everyday life. Esports has become the new lifestyle sport.

To some marketers, esports is unfamiliar; to others, it’s second nature. So why should marketers care about esports? Where do the real opportunities lie?

In this session, we’ll take a closer look at the modern sports market through a 2025 lens — and why esports is more than just a trend. From branding strategies to business opportunities, this session will show marketers how esports is transforming engagement, culture, and commerce.

Key Topics:

  • How to approach brand partnerships in esports
  • Why I chose to pursue esports
  • Why marketers must understand this world
  • The three business opportunities of esports from a marketer’s perspective
  • Going beyond traditional sports marketing: where your audience really is
  • How Gen.G survives — and thrives — in the global esports jungle