After spending much of 2024 recovering from a down period, esports industry executives are stepping on the gas in anticipation of a growth year in 2025.

In 2023, advertisers and investors alike jumped ship from competitive gaming, leading to the so-called esports winter, a period in which esports organizations consolidated or pivoted to new business models in order to stay afloat. Over the past 12 months, however, the industry has recovered, in part thanks to brands coming back into the space, as well as the updated revenue share programs created by the publishers of popular esports games.

Emboldened by the success of new major esports events such as the Esports World Cup — and by an influx of investment by the Saudi Arabian government — esports industry leaders are projecting confidence going into 2025. Here’s a look into the best-case scenario for competitive gaming in the new year.

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The creator economy is gearing up for significant change over the next year — from the rise of AI and creator-founded businesses to the growth of long-term brand partnerships and embrace of long-form content.

As a whole, the creator economy continues to significantly transform, moving beyond simple influencer marketing to a more complex and integrated ecosystem. All signs point to the maturation of influencer marketing, as brands and creators move toward long-term brand ambassador programs replacing one-off influencer collaborations.

As more business opportunities emerge for creators, the industry is also seeing an increase in entrepreneurial opportunities for them — whether it’s starting their own brands and storefronts to hiring talent agents as they scale. By the start of the year, there may be a potential shakeup in the social media landscape as TikTok nears its ban-or-sale deadline.

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This edition of the daily CES Briefing features an interview with Stagwell’s Mark Penn about the landscape for agencies and a recap of a session from OpenAP’s Audience Summit on the disconnect with streaming ad data.

10 Questions with Stagwell’s Mark Penn

AI is one backdrop for this year’s Consumer Electronics Show. But the Omnicom-Interpublic Group merger is another, particularly for the advertisers and agencies in attendance, such as Stagwell, which has been billing itself as a challenger to the incumbent agency holding companies. 

On Tuesday, Digiday sat down with Stagwell CEO and chairman Mark Penn to hear how the Omnicom-IPG merger is coloring his company’s conversations with clients, what Stagwell is up to with its own recent M&A activity and what the potential TikTok ban and agentic AI era mean for advertisers.

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For most advertisers, programmatic advertising is a one-stop shop: log into a demand-side platform (DSP), place your bids and call it a day. 

Mars Petcare, however, is doing things differently.

When it comes to CTV, it’s using a supply-side platform — the tool publishers normally use to manage ad sales — to buy ads directly, skipping the usual DSP route altogether. 

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Netflix’s Christmas Day NFL coverage was a hit among viewers and advertisers. Its two holiday games each drew an average of 26.5 million U.S. viewers, according to the Nielsen Big Data + Panel, while ad inventory sold out weeks in advance.

In the short term, that performance will defuse industry concerns over the service’s ability to host major sporting moments, following its glitchy telecast of the Jake Paul and Mike Tyson fight in November.

“They proved that they can handle the NFL,” said Adam Schwartz, svp, director of video investment, sports at media agency Horizon Media.

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Wrapping up its search-related string of partner deals announced at CES this week, Digiday has learned that Omnicom Media Group has secured access to Roku’s viewer searches on the streaming platform in order to help guide clients better fine-tune their investments and messaging across the CTV space.  

As with all its other partnerships this week — with Google, with Amazon Ads and with TikTok — Omni, the parent company’s central operating platform, will play a major role in the first-to-market deal. Brand-specific audiences created within Omni get sent to Roku’s clean room to get layered with Roku’s anonymized and aggregated search data. It includes data on the most searched programs, content categories, genres and performers. 

Say a consumer searches for Hugh Jackman. Those results will likely yield as much song-and-dance films like The Greatest Showman or time-travel works like Kate & Leopold as it will Wolverine films. That immediately opens the door to insights that can inform spend and content decisioning from sponsorships, tailored creative messaging or even contextual optimization. 

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This week’s Media Briefing hones in on the business areas that publishing execs say they will prioritize this year – and what they are leaving behind in 2024.

• Media execs focused on growing engagement, subscriptions, direct ad revenue and reach
• Meta is bringing back political content, Time staffers are concerned about coziness with Trump and more

2025 look-ahead

This year, media companies will focus on growing engagement, subscriptions, reach and direct ad revenue, according to 16 publishing execs.

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• Behrouz Esbati, an Iranian general, partially blamed Russia for the fall of Bashar Assad in Syria.
• In a speech in Tehran, Esbati accused Russia of bombing an empty desert instead of hitting Syrian rebels.
• While difficult to verify, his frank remarks are notable since Russia is one of Iran's strongest allies.

A top Iranian general has accused Russia of lying to Tehran by saying its jets were attacking Syrian rebels while they were instead bombing the open desert.

In a rare break from Iran's diplomatic line on Syria, Brig. Gen. Behrouz Esbati partially blamed Moscow for the fall of Bashar Assad's government during a speech at a mosque in Tehran.

An audio recording of the speech was published on Tuesday by Abdullah Abdi, a Geneva-based journalist who reports on Iran.

"We were defeated, and defeated very badly, we took a very big blow and it's been very difficult," Esbati said of Assad's fall, per a translation by The New York Times.

In the recording, Esbati, a senior commander of the Iranian Revolutionary Guard Corps, said Russia told Tehran it was bombing the headquarters of Hayat Tahrir al-Sham, the rebel group spearheading Assad's ousting.

But Moscow's forces were instead "targeting deserts," Esbati said.

Esbati further accused Russia of turning off radars when Israel launched strikes on Syria in 2024, allowing Tel Aviv's forces to attack more effectively.

The general also largely blamed internal corruption for Assad's fall, saying that bribery was rife among Syria's top-ranking officials and generals.

He added that relations between Damascus and Tehran grew tense over the last year because Assad refused an Iranian request to facilitate attacks on Israel through Syria.

Business Insider could not independently verify Esbati's claims. But they represent an exceptionally frank assessment among Iran's top ranks of its position in Syria, where a new political leadership is still coalescing in Assad's absence.

Iran officially held a much milder tone as Assad's government fell, saying at the time that the fate of Syria would be up to its people and that it "will spare no effort to help establish security and stability in Syria."

Assad, a longtime ally of both Iran and Russia, fled Damascus in early December as Hayat Tahrir al-Sham forces stormed toward the capital from the northwest. International observers believe that the rebel advance largely happened as Moscow, a key source of military strength for Assad, found its resources stretched thin by the war in Ukraine.

The Russian Defense Ministry did not respond to a request for comment sent outside regular business hours by Business Insider.

Esbati's remarks came as a former senior aide to Assad told the Saudi government-owned outlet Al Arabiya on Monday that Russian leader Vladimir Putin had stalled military assistance for Syria.

Kamel Saqr said that Assad had asked Putin to personally approve airlifting military aid to Syria — and that the Russian leader agreed.

The aid was to be transported via Iranian aircraft, but Saqr said that Tehran told Assad it did not receive any requests from Moscow.

Assad then asked Moscow about this, but "no answer came," Saqr said.

Assad's fall, which neither Moscow nor Tehran stepped up to prevent, has brought deep implications for Russia's forces in the region. Moscow had previously relied on an airbase and a naval base, which it maintained under a deal with Assad, for its operations in Africa and the Mediterranean.

It's unclear if Russia will eventually be able to continue maintaining those two facilities, but reports show that it's preparing to move much of its equipment out of Syria. On January 3, Ukraine said that Moscow was planning to move its assets to Libya.

• The Los Angeles wildfires could cause up to $57 billion in damage, Accuweather estimates.
• The fires are destroying expensive real estate in Santa Monica, Malibu, and other neighborhoods.
• Insurance providers like State Farm pulled new coverage before the fire due to catastrophe risks.

The Los Angeles wildfires could cost between $52 billion and $57 billion in damages and economic losses, according to a preliminary estimate from weather forecasting service Accuweather.

The wildfires tearing through Santa Monica and Malibu, among other areas, are destroying some of the country's most expensive real estate, where median home values exceed $2 million, Accuweather said in a release on Wednesday. Wildfires in the Los Angeles Pacific Palisades neighborhood have destroyed the homes of celebrities including Paris Hilton and have evacuated actors Mark Hamill and James Woods.

The cost estimates include damages to homes and businesses, as well as negative impacts on tourism and health from smoke inhalation, Accuweather said. Property that has not been destroyed by the fire may also have smoke or water damage.

The company said that the estimate is early and may change as some areas have not reported damages and injuries.

"This is likely to end up being one of the most expensive wildfires in modern California history and it will also be one of the most damaging in terms of the numbers of structures that have been destroyed,"Jonathan Porter, AccuWeather's chief meteorologist, said in a statement.

A spokesperson for the company declined further comment.

The last major disaster was the Camp Fire, which destroyed Paradise, Califronia in 2018. German insurance company Munich Re estimated it caused overall losses of $16.5 billion.

"These fires will likely be the costliest in history, not the deadliest, and that is the only silver lining right now," Daniel Swain, a climate scientist with UCLA told LAList.

Five people have been reported dead and 100,000 were told to evacuate.

Health costs could stem from the inhalation of hazardous air from the burning of homes, vehicles, chemicals, and fuels.

Property insurance providers, such as State Farm, pulled new California homeowners' insurance services in 2023, citing risks from catastrophes. Last year, the company said it would end coverage for 72,000 homes and apartments in the state for the same reason.

Five separate fires hit the city and its region in recent days. High winds have hampered emergency services' responses.