Drive-in esports arenas could be coming soon. Brands are beginning to combine experience marketing with social distancing, and the esports industry is the next to follow suit. Real estate investment firm Horizon Group Properties is partnering with esports analytics company Harena Data LLC to develop drive-in esports arenas at “Horizon-owned malls” across four major cities in the U.S. Visitors will be able to watch tournaments and even compete in events from “the safety of their vehicles.” According to one Horizon executive, while their drive-ins are new and updated, the retro-inspired “fun entertainment offering” will give young shoppers an “added reason to visit their local retailers.” (THR)
