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Esports Marketing

A required course in the Esports Management Specialized Studies Program.

Course closed to new registrations: Call ( 949 ) 824-5414 for more information or sign up below to be notified when this course becomes available.×

Course Description

Do you hear the word “marketing” but aren’t sure what marketing really is or why esports needs it? This course covers the concepts and tools you need to navigate through this emerging media and digital culture through multiple scenarios. Through the development of a go-to market plan, we’ll explore the different components from the target audience to the different key stakeholders and potential partners in esports. We’ll also be hearing from industry experts in different key areas, sharing their personal experiences and perspectives on the current landscape.

This online course may include live webinars using an online meeting software called Zoom. The dates of these webinars would be determined during the first week of class. All webinars will be recorded and posted on the course website for those who cannot participate in the live sessions. You may access your online course by 12pm (noon) Pacific Standard Time on the start date through your UCI DCE web account at Select “My Account,” then “My Courses” from the menu on the left, and lastly “Access Canvas” to access your online course. Instruction begins promptly on the start date. If you enrolled on or after the start date, you may access your online course one hour from the time of your enrollment. If you have any problems, please contact UCI DCE Student Services at 949-824-5414 or

  • Be notified when this class becomes available!

  • Details
  • $650
  • August 02, 2021 to September 12, 2021
  • Delivery Mode: Online
  • Reg#: 00353
  • ID/Units: HUMAN X420.15  (3.00)
    ( Section 1 )
  • Quarter: SUMMER 2021


Mike Lee is a Video Games agent at leading global talent and entertainment company United Talent Agency (UTA). He and his team represent a diverse roster of top esports professionals and Twitch streamers. Lee served as the Head of Partnerships for the esports companies Press X and Everyday Influencers before UTA acquired the agencies in 2018. Previously, Lee worked at AEG as Director of Digital for the Global Partnerships division, where he was responsible for driving agency growth and sponsorship opportunities through digital channels. Earlier in his career, Lee worked as the Director of Digital Strategy and Sponsorships for Insomniac Events/Live Nation Entertainment, where he spearheaded the Electric Daisy Carnival’s global live stream and facilitated partnerships with brands such as Uber, Smirnoff, Anheuser-Busch, InBev and Red Bull. He also played an instrumental role in helping the agency launch the first-ever Snapchat Live Story. He began his career at OMD Worldwide, where he managed media buying strategy for brands such as Call of Duty, Levi Strauss & Co. and CBS, among others.

Textbook Information

Textbooks for your course may be purchased from any vendor or bookseller of your choice.

No textbook information is available for this course.

Meeting Schedule

EventDateDayStart TimeEnd TimeLocationRoom
START08/02/2021Monday------Online (Access Begins)---
OL-LEC08/05/2021Thursday5:00 PM6:00 PMZoom---
OL-LEC08/12/2021Thursday5:00 PM6:00 PMZoom---
OL-LEC08/19/2021Thursday5:00 PM6:00 PMZoom---
OL-LEC08/26/2021Thursday5:00 PM6:00 PMZoom---
OL-LEC09/02/2021Thursday5:00 PM6:00 PMZoom---
OL-LEC09/09/2021Thursday5:00 PM6:00 PMZoom---
END09/12/2021Sunday------Online (Access Ends)---