How Cloud9's Marketing VP Is Bringing Mainstream Brands Like Puma to Esports

January 17, 2019

By Colin Foley

Cloud9 has been dubbed the most valuable esports company in the world by Forbes Magazine ー a title that is thanks, at least in part, to the organization's powerhouse VP of marketing, Eunice Chen.

Chen is an esports vet who has worked for industry stalwart Riot Games and even runs her own tournament production company, Heroeshype.

But her impressive credits aside, Chen isn't complacent.

In an interview with Cheddar Sports, she said, "there are always different ways we can break into new markets in esports and beyond."

For Cloud9, one of those new markets is a burgeoning partnership with footwear brand Puma for an apparel line, which, according to Chen, will debut soon.

Chen may have something of an esports dream job ー overseeing Cloud9's branding efforts and operations ー but she still has to answer to a powerful force: the fans.

"Esports fans and gaming fans are much more discerning than say traditional sports fans," she said, which raises the bar for the type of advertising that they will appreciate.

"It's been an interesting balance bringing larger brands into the gaming space through more natural, organic and humorous ways."

As the esports industry continues to grow, that balance involves inviting more women and marginalized groups to participate.

As a female in a traditionally male-dominated space, Chen knows firsthand the value of diversity ー which is why she said there are 13 women at Cloud9 serving in leadership roles.

"Being inclusive and diverse is a big part of our philosophy. Though I think it's important for women both in front of the camera and behind the scenes to talk about their accomplishments," she said.