ExclusiveMarketing: "A third of our investments go to esports" (Olivier Bouelharrag, Kia France)

"Esports allows us to work on a marketing tool that has enormous potential. Kia France has decided to have a specific budget for esports in order to work on this territory locally. It's a deliberate choice, we must be the only ones in Europe to operate in this way. From a budgetary point of view, one third of our investments go to esports and...