Esports Zone: Unlocked explores the future of esports and broadcasting at IBC2024

Steven Leunens has been deeply involved in gaming and esports for nearly two decades. His journey began in 2004 when he founded his own gaming team, which quickly grew into one of the largest Call of Duty (CoD) communities in the world. After selling this venture in 2008, Leunens shifted his focus to the event business within the industry, laying the foundation for what would eventually become Unlocked. Today, Leunens serves as the Co-Founder of Unlocked, a company dedicated to connecting brands with the Gen Z and Millennial audiences through innovative marketing and event strategies in the gaming and esports industry.

“We create all kinds of experiences to make sure that the audience that loves esports gets the message and gets it in a way that is true to their nature as a gamer,” says Leunens. “We create virtual worlds where they can engage with the brands that they want to, that want to reach them, but in a very natural way. We try to make marketing about experiences and make it exciting for the audience - not just a plain ad being slapped in your face by the latest in a long line of competitors trying to grab your attention.”...